Fiat Chrysler Automobiles Company

Instructor name and presented to: Dr/ Amany Abdel Haleem

Presented by:
Nourhan Magdy 20120346

History and kinds of products.

The first FIAT branded automobile rolled out the factory sometime in 1901. Engineered by talented Ceirano employee Faccioli, the coach-looking car was powered by a 2 cylinder archaic Boxer 3 hp engine. The investment group heads approached Faciolli on developing a front-engined vehicle. Faciolli's response was not the expected one: he resigned.

Like any company would have done, a replacement was sought and found in the blink of an eye. Enrico took on the job and in a year's time he presented a new 1.2 liter four cylinder model, developed with technology borrowed from Mercedes.

As time went by, the company gained in popularity and although it was becoming bigger by the day, it still hadn't exited its lengthy development and research stages. After many tryouts using 4 and 6 cylinder models, FIAT was ready to reveal its first mass-produced car, the 1912 “Tipo Zero”.

Pre-war time was soon to be over and FIAT would plunge in boringly new production stages to cover for aircraft and tank demands. Post-war times however would bring Fiat lots of sales-figures related merriment – the 501 Cavalli designed model was built in over 45,000 units by 1926. After experimenting with some floppy luxurious big engined models, Fiat resumed the development of its highly popular models. The result was the 509, a light weight vehicle that exceeded every FIAT sales record to that time: by 1929, it had sold in more than 90,000 units.

A series of newer models that matched or even surpassed the popularity of those before them were later released, some of the most notable having been the 1932 Tipo 508 Ballila. Sporting 995cc 25hp and 36 hp engines, the car was adopted by foreign producers. License-built rebadged versions of the Ballila were successfully sold in Germany, Czechoslovakia and France.

A few years before the WWII outbreak, FIAT was quick to release the long lived 1500 and Tipo 500 models, the latter having stayed almost unaltered until 1948. When the war came Fiat was enjoyed an even greater popularity thanks to its top-selling models at the time, the 500 and the 1100, almost known as the Millecento. Although no major improvements were made in the immediate post-war years, the Italian company reached the amazing threshold of 1 million units of the 600 model – the Topolino replacement -sold.

Still, Fiat had now ended growing. The 1957 released twin-cylinder Nuova 500 model was built in over 3 million units. In the same tradition of developing immensely popular models, FIAT launched the 124 in 1966, a car that would become one of the most widely known, right next to the 500. The Fiat sports cars had their own share of acclaim, especially the Dino V6 equipped with the 1987 cc Ferrari double overhead camshaft engine.
Speaking of Ferrari, it was later absorbed by Fiat, in 1969 to be precise. The same year, Lancia was acquired. Having turned into a large group, FIAT co-opted Abrth as well in 1971. Presently, Fiat is developing a new range of sedans and city cars and has hi the jackpot with the rival of the 500 and the Punto models.

Assortments and different types

1 Fiat 500
The Fiat 500 is a city car built by Italian automaker Fiat since 2007. The car is currently produced in Tychy, Poland, by Fiat Auto Poland S.A. and in Toluca, Mexico, by Chrysler Group LLC. The 500 is a four-seater, three-door hatchback, designed as modern reinterpretation of Dante Giacosa's 1957 original rear-engined Fiat 500 or "Nuova 500". The car was announced on May 5, 2006, and the first images were presented on March 20, 2007.
Type: Supermini

2 Fiat Grande Punto
The Fiat Grande Punto is a supermini car produced by the Italian manufacturer Fiat since 2005. It is the third generation in the Fiat Punto series and was announced in August 2005, and launched at the Frankfurt Motor Show. In 2009, it was joined by the facelifted Punto Evo. In 2012, both were replaced by a revised model, called simply Punto, thus resurrecting the model name of its predecessor. It is manufactured in Italy, in Brazil and in India.
Types: Grande Punto, Abarth Punto Evo, Punto

3 Fiat Fiorino
The Fiat Fiorino is a panel van and leisure activity vehicle produced by the Italian manufacturer Fiat from 1977 to 2000 and from 2007 to present. Its first two generations have been the panel van derivatives of other small models, such as the Fiat 127 andFiat Uno, while the current third generation was developed jointly with PSA Peugeot Citroën and is based on the Fiat Small platform.
Types: Fiat Fiorino, Fiat Fiorino pick-up rear ( Spanish version )

4 Fiat Sedici
The Fiat Sedici is a mini sport utility vehicle, that was co–developed by Fiat and Suzuki, mainly for the European market.
Types: Fiat Sedici, Fiat Sedici 4X2

5 Fiat Doblò
The Fiat Doblò is a panel van and leisure activity vehicle produced by Italian automaker Fiat since 2000. It was unveiled at the Paris Motor Show in 2000.
Types: Doblo, Doblo EV

6 Fiat Albea
The Fiat Albea is a subcompact car produced by the Italian manufacturer Fiat between 2002 and 2012, at the Tofaş facilities in Turkey. It is the European version of the global Fiat Siena, the sedan car derived from the Fiat Palio supermini. It is a low cost sedan, aimed at developing countries markets, and was not available in Western Europe.
Types: Fiat Albea, Palio Sedán

7 Fiat Bravo/Brava
The Fiat Bravo and Fiat Brava are small family cars produced by the Italian automaker Fiat from 1995 to 2001. They were effectively two versions of the same car, the Bravo a three-door hatchback and the Brava a five-door hatchback. The Bravo name was revived in 2007 with the all-new Fiat Bravo, a replacement of the Stilo. The new version is available only with five doors. The name Brava was also used in the United States in the 1980s on the earlier Fiat 131.
Types: Fiat Bravo, Door Fiat Brava Rear

8 Fiat Tipo
The Fiat Tipo (Type 160) is a small family car designed by the I.DE.A Institute design house and produced by the Italian manufacturer Fiat between 1988 and 1995.
The Tipo was initially available only as a five-door hatchback. The car was made entirely out of galvanized body panels to avoid rust, and was built on a completely new Fiat platform, which was later used on Fiat, Alfa-Romeo, and Lancia models.
It also stood out because of its boxy styling that gave it innovative levels of packaging, rear passenger room being greater than that in a rear-wheel-drive Ford Sierra, but in a car that was of a similar size to the smaller Ford Escort. This type of design was comparable to the smaller Fiat Uno, which was launched five years before the Tipo.
For 1989, the Tipo won the European Car of the Year award and 1989 Semperit Irish Car of the Year in Ireland. The car has been extremely popular in Brazil. It outsold the Volkswagen Gol, which had been the best-selling Brazilian car for over 20 years. Only the Tipo, the Fiat Uno Mille, and Fiat Palio have also ever outsold the Gol.
Types: Fiat Tipo

9 Fiat Palio
The Fiat Palio is a supermini car produced by the Italian manufacturer Fiat since 1996. It is a world car, developed by Fiat Automóveis and aimed at developing countries. It has been produced in various countries worldwide, and its platform was also used in the Siena sedan, the Palio Weekend station wagon, the Palio Adventure crossover and the Strada light pick-up truck.
Types: Fiat Palio, Fiat Palio Weekend

10 Fiat 131
The Fiat 131, additionally called "Mirafiori", is a small/medium family car produced by the Italian car manufacturer Fiat from 1974 to 1984. It was exhibited at 1974 Turin Motor Show.
The 131 was the replacement for the successful Fiat 124, and available as a two-door and four-door saloon and 5-door estate. The 131 was given the Mirafiori name after the Turin suburb where the cars were produced. Naming the car in this way marked a break with the former Fiat convention, established in the 1960s, of naming their mainstream models only with a three digit number, and it set the pattern for Fiat to adopt a new naming practice, with carefully chosen names for subsequent new models. Initially, the 131 was offered with 1.3 L and 1.6 L overhead valve engines. Revisions were made in 1978 and 1981, and all models were produced until production ceased in 1984.
Class: Compact car, Mid-size car, Sedan, Station Wagon

Company market share in international market
Fiat market share in Europe has been falling steadily from 2009 through 2014, and the brand has lost over 2 percentage points of market share during that period. In a market already in decline, that translates to losing almost half their volume in four years time! In 2015, the Italian brand recovered with a 12% volume growth, faster than the overall market.
The reason for this steep decline is clear: an aging line-up. Fiat CEO Sergio Marchionne, who has saved Fiat from bankruptcy back in 2004/2005, said that he thinks it’s a waste of money to introduce new models in a depressed market. So he has held back development of new models for both Fiat and Alfa Romeo, and he tried to fix Lancia’s lack of (new) products by selling rebadged Chrysler models in Europe.
The only new models between 2010 and 2014 were the Fiat 500L midsized MPV in 2012 and the new generation Pandaminicar in 2011. And even then the Panda continued to decline every year from 2011 to 2014 before recovering slightly. Meanwhile, the Fiat 500 is the only Fiat model whose sales haven’t dropped dramatically in the period, despite being on the market virtually unchanged from 2007 to 2015. In fact, the 500 recorded its best sales ever in 2014 as a sign of lasting success for the retro design. Its 2015 facelift was therefore only very minor.
Marchionne may say this proves his right, that it is pointless to introduce a new product in a market that is down, but I believe it’s due to the product itself. The previous generation Panda was smaller, cheaper and had the normal 4-cylinder engines, while the new generation grew bigger and was more expensive, while the Panda’s strength was the great value-for-money.
But one of the biggest disappointments is the 0,9 liter 2-cylinder twin-air engine, which sounds like a coffee grinder and may be fuel efficient in theory, but is only quick enough in traffic when pushed far beyond its frugal rev band. This same engine is supposed to power the much larger 500L, which gets a much more powerful 1,4 liter 4-cylinder turbo engine in the United States. This engine may be less fuel efficient in the official test cycle, but I don’t think there would be a big difference in fuel economy between these engines in day-to-day driving, while the 4-cylinder surely is a much nicer engine to drive and to hear.
Future products of Fiat will be based either on the 500 family for “emotional and aspirational” models or the Panda family for “rational and functional” models. The venerable Punto was once a very successful model in Europe, but has fallen behind due to lack of a new generation since 2005 and has been made uglier with each of its numerous facelifts. It was supposed to be replaced by a Fiat 500 five-door in 2016, but we haven’t heard much of that project anymore. A 500X small crossover based on the Jeep Renegade was launched in 2015 and helped the brand recover some of its losses. The Bravo and Linea were phased out in 2014, both are being replaced by the Fiat Tipo hatchback, sedan and station wagon built in Turkey. A compact crossover to compete with the Nissan Qashqai is promised to arrive in Fiat showrooms in 2017, but again: there hasn’t been much news on that model lately, as FCA focuses on reviving Alfa Romeo and boosting Maserati.
Also find Fiat US sales figures and Fiat China sales figures. | FiatAll Models2012 | FiatAll Models2013 | FiatAll Models2014 | FiatAll Models2015 | FiatAll Models2016 | January | 48.782 | 46.114 | 45.715 | 47.480 | 53.764 | February | 46.640 | 43.506 | 45.955 | 48.131 | 60.370 | March | 58.323 | 63.054 | 65.227 | 74.377 | | April | 54.465 | 52.434 | 53.922 | 58.991 | | May | 60.126 | 56.890 | 54.338 | 57.601 | | June | 57.522 | 53.792 | 57.087 | 65.316 | | July | 46.074 | 47.486 | 49.993 | 56.955 | | August | 27.879 | 27.898 | 26.696 | 28.738 | | September | 50.169 | 50.447 | 52.537 | 63.376 | | October | 48.092 | 46.566 | 49.218 | 53.346 | | November | 44.306 | 41.928 | 42.928 | 51.025 | | December | 39.235 | 38.723 | 39.012 | 47.876 | |

| FiatAll Models | Market
Share | 1990 | 1.339.953 | 9,91% | 1991 | 1.205.041 | 8,98% | 1992 | 1.190.770 | 8,82% | 1993 | 882.259 | 7,84% | 1994 | 1.013.732 | 8,49% | 1995 | 1.027.562 | 8,54% | 1996 | 1.140.780 | 8,91% | 1997 | 1.272.570 | 9,44% | 1998 | 1.219.149 | 8,43% | 1999 | 1.109.513 | 7,25% | 2000 | 1.128.738 | 7,52% | 2001 | 1.067.855 | 7,09% | 2002 | 902.682 | 6,15% | 2003 | 791.201 | 5,48% | 2004 | 903.180 | 5,59% | 2005 | 792.734 | 4,91% | 2006 | 895.023 | 5,75% | 2007 | 964.767 | 6,15% | 2008 | 943.202 | 6,52% | 2009 | 1.010.342 | 6,92% | 2010 | 837.251 | 6,01% | 2011 | 704.157 | 5,08% | 2012 | 581.613 | 4,64% | 2013 | 568.838 | 4,64% | 2014 | 583.206 | 4,51% | 2015 | 653.212 | 4,63% | Competitors

1.Honda
2.Toyota
3.Nissan Motors
4.Hyundai Motors
5.Chevrolet
6.Mitsubishi
7.Maruti Udyog
8.Tata Motors
9. Skoda
10. Toyota
11. Volkswagen
12. Ford

1- Fiat Target Market
FIAT had been absent from the US car market for 28 years, so when the Italian automotive brand returned to North America, it had to contend with established competitors and diminished loyalty in three new generations of consumers. But through a savvy digital strategy, FIAT was able to drive both market share and brand awareness. One of the keys to its success was search. FIAT discovered that search not only helps people find things, but it also helps shape their perceptions, making it a powerful brand-building tool. Moving into a highly competitive market with entrenched players, FIAT more than doubled sales in the course of a year and positioned themselves in the driver's seat for future successes.

as the world’s sixth-largest car company revved up to regain its status among US consumers, it faced some serious obstacles in the road ahead. FIAT was entering a tough small-car market dominated by big competitors such as Honda, Toyota, Nissan, Chevrolet and MINI. What’s more, that three-decade absence had created a large group of car buyers who were not familiar with the brand.
“After being out of the US market for 28 years, the challenge was to introduce the brand to generations (Gen X and Y) that had little to no awareness of the FIAT brand, and to rekindle the baby boomers who remember FIAT from their youth,” says Casey Hurbis, Head of Communications, FIAT Brand North America. “There’s not a day that goes by when I don’t have a baby boomer recall a fond memory of FIAT.”
But times had changed. “Introducing a brand into the market has become much more complex with media fragmentation and the way in which we consume media today,” says Hurbis. “We need a holistic approach, whether we’re building awareness or speaking with someone who’s moving along the purchase path.”
Searching for digital success
With this in mind, FIAT turned to digital, which let it be agile and imaginative, just like its cars. One of the keys to jump-starting the brand was search. They adopted a two-fold approach: bid on specific “retention” or “branded” terms (“FIAT”, “Abarth”, “FIAT 500”) to connect with people already looking for them, as well as broader “segment” or “category” terms (“small car”, “compact car”, “city car”) to get the attention of new customers and undecided shoppers.
“Retention terms bring the highest yield at the lowest cost,” explains Susan Thomson, Director of Media & Social Media, Chrysler Group LLC. “But we invest in our segment terms to ensure we capture undecided shoppers throughout their purchase process. We work to have the most relevant ad copy and we’re constantly optimizing based on what customers are searching so we match up with their needs.”
Baby, you can drive my brand
Most companies believe that people only use search to find information, but FIAT discovered that it’s also a powerful way to increase brand awareness and influence perception of a brand.
Google partnered with Ipsos to conduct a Brand Value of Search study to measure the impact on brand awareness and perception of FIAT being present when customers are searching on segment terms. This study was performed on both desktop and mobile platforms by surveying users who searched the term “small car” on Google.com.
On desktop, there was a 127% increase in people’s total unaided recall of FIAT when the brand was present. Mobile users had a greater unaided awareness of FIAT overall, but their ability to recall the brand off the top of their heads still increased 35% when FIAT was seen at the top sponsored position on a mobile search result.
What’s more, the FIAT brand’s top-spot sponsored position on mobile and desktop even lowered the perception of some competitors’ market status and quality. One third of small car shoppers now saw FIAT as a market leader and a status-setter in high-quality small cars. Creative optimization lent a helping hand here, too. They tested two versions of the desktop ad and found that one which played on the FIAT brand’s Italian roots had a better impact on brand and competitor perception.
“While we understood the value of segment search in driving engagement, we were pleasantly surprised to also see a lift in FIAT brand measures thanks to search impressions alone,” says Thomson. “Through our presence on the search results page on small car queries, the FIAT brand’s awareness and favorability increased and it really helped drive undecided shoppers’ consideration of the brand.”
Of course, the user doesn't stop at the search page. FIAT has dedicated a lot of focus in making sure the destination page is an engaging experience for the entering user. Recognizing the growth in mobile, FIAT recently performed a total reboot on its mobile site that focuses on the intentions and habits of a mobile auto shopper.
Shifting gears, switching devices
One of the FIAT brand’s most significant findings was its success in driving new brand awareness through different devices used by multi-screen shoppers. They discovered that people searching on mobile are a very different and very desirable audience: their awareness of FIAT was greater, they were more likely to see FIAT as a market leader compared to competitors and, as mentioned above, this perception increased when they saw the brand in the top search position.
“We know mobile users are quickly becoming the primary audience,” says Thomson. “Approximately half of all searches for automotive-related content came from a mobile device last year. We know it’s important to reach people in the moments that matter, regardless of the device they are using, and with Google we’re able to drive new brand awareness and consideration across different screens.”
In the driver’s seat
Armed with these insights, FIAT connected its search team with its brand marketing teams. Together, they developed creative that focused on building awareness and bid on segment terms, ensuring those ads displayed at the top of mobile and desktop search results.
FIAT’s branding efforts paid off, with year-on-year sales growth of over 120% between 2011 and 2012. By embracing its challenger status in the market and taking an innovative approach to digital, FIAT unlocked the big opportunities in desktop and mobile search.
And by keeping digital front and center, FIAT is ensuring that this is just the beginning. “We’re seeing the FIAT brand continue to grow,” says Thomson. “Our target consumers are advanced consumers of media, so we’ll continue to invest in mobile, social media and video.” By next year, more people are expected to search on mobile than on desktop, but whatever the future brings, the FIAT brand’s digital strategies have put it firmly in the driver’s seat.

2- Company Use multiple marketing Channels
Direct channel distribution: the customer can personalize its own fiat and buy it on-line.
Indirect channel distribution: Fiat has a lot of agents around world ( about 500.000) to bring Fiat everywhere the customers want.

3- Private Store Retailers
There is an online channel: http://www.fiat.co.uk/

New fiat 500 £11,050 New fiat 500C £13,700 Fiat 500X £14,295
New fiat 500L £13,665 New fiat 500L TREKKING 17,925 Fiat 500L MPW £19,205
Fiat Punto £ 11,485 Fiat QUBO £ 11,485 Fiat Doblo £13,775

References:

http://www.autoevolution.com/fiat/history/ http://www.ranker.com/list/full-list-of-fiat-models/reference?page=1 https://en.wikipedia.org/wiki/Fiat_Automobiles http://left-lane.com/european-car-sales-data/fiat/ http://www.mbaskool.com/brandguide/automobiles/1133-fiat.html https://www.thinkwithgoogle.com/articles/search-revs-fiat-brand.html