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Fiat might bring Maserati to India to attract the uber-rich

August 11, 2014, 06:20 PM IST by Ranjan R. Bhat
Fiat might bring Maserati to India to attract the uber-rich

Fiat is reportedly chalking out plans to introduce its luxury car marquee, Maserati, in India. Internet chatter suggests that the Italian manufacturer is planning to launch the brand in India with the aim of attracting the rich clientele as well as reinforcing Fiat’s brand image in the country. 

The report suggests that several people from Maserati’s headquarters have been visiting India in the past few months and trying to formulate a plan for its foray into the country. They had met potential dealers in major cities with whom Fiat plans to set up company-owned showrooms. In case the plans do materialise, you can expect premium cars from the brand like Quattroporte, Gran Turismo coupe, Ghibli sedan and GranCabrio convertible to be launched in India, with prices starting at no less than Rs 1.5 crore. 

While Nagesh Basavanhalli, president and managing director at Fiat Chrysler India refused to confirm the rumours saying that the plans were still in early stages, an ET report quoted an anonymous source: “A team from Maserati's global headquarters visited India in the recent months. The company has a plan to start with maybe two or three big size dealers in metros like Mumbai, Delhi and Bangalore.”

A few years ago, Fiat had announced that it will be introducing two famous marquees, Chrysler and Jeep in India, but the slowdown in the auto industry and economy has seen the plans being pushed  to 2015. While the luxury car market in India is indeed growing at a rapid pace, Fiat will have to ensure that the Maserati brand does not fall victim to improper marketing strategy. In case planned carefully, the Maserati brand might not only increase the group’s profits, but will also help consolidate Fiat’s image in the country. Besides these three companies, Fiat Group also owns other automobile brands like Alfa Romeo, Ferrari, Abarth, Chrysler, Dodge, Lancia and SRT.

 Source: ET
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