The car crisis does not lose intensity. At least on this side of the ocean, because at Fiat the consolations continue to arrive from Detroit: Chrysler sales rose by 128% in May, the best month since 2007. At Mirafiori, where they are trying to get back on track (with some success in terms of shares in a very depressed market) new initiatives are launched, unprecedented for Europe, with a certain psychological impact.
Whoever buys a Fiat car between June and July will be able to refuel at one euro per liter at IP service stations until 2015. "With this promotion - explained Olivier François, global heqad of the group brand and as such supreme strategist of Turin-Detroit marketing – we intend to achieve two objectives. First, to provide a sure point of reference for the customer in a time when uncertainty reigns. Furthermore, it is more than a promotion, if anything a way to promote the brand in general”.
In summary, those who buy, for example, a Bravo by the end of June (but the offer will probably be extended until the end of July) will be able to choose from the various house promotions, the use of a "discount card" valid for 2000 liters of petrol (to be used up by 2015) which will allow him to pay at 3.700 Ip distributors (out of 4.200) for petrol or diesel at 1 euro per litre, on values comparable today to methane engines. The card (the value in liters is linked to the individual models) will be linked to the customer, not to the vehicle. Therefore it can also be used on other cars of the owner's choice. The promotion is an alternative and not additional to other offers coming from Mirafiori. “But this does not exclude facilitations or discounts to be contracted directly with the dealer“, specified François.
Fiat, underlined Gianluca Italia, head of the Fiat brand for Europe, “will take charge of theas opposed to the actual price of fuel, whatever it is over the next three years. This offer – he added – will allow us, for example, to go and get our coffee in Naples by spending only €33 on petrol with a Punto TwinAir or €27 on diesel on board a Punto Multijet II… In other words, practically how much we would spend with a methane Punto. In practice it is as if we had transformed petrol and diesel into methane! Thus Fiat leaves its customers free to choose the engine that best meets their needs, without worrying about cost of use”.
