Fleet News

Geneva Motor Show: Niche marketing for Fiat

FIAT will be creating customer-focused niches within its product ranges and allow customers to choose the models which suit them more easily.

The Diamond Strategy, announced at the show, will be rolled out first with the Punto in April in the UK.

'Sound' specification is aimed at music lovers, while Sporting, HGT and Abarth labels refer to the varying degrees of sportiness. 'Class' has been designed to appeal to women, while the Active and Dynamic specifications - already used on the Fiat Stilo in the UK - offer different perspectives in the middle ground.

The strategy will later be applied to other Fiat models and will be rounded off by a range of services targeted to suit individual customer groups.

Fiat also unveiled its Ulysse MPV, part of its shared programme with PSA Peugeot Citroen, which will go on sale in the UK in the autumn.

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