Fiat Analysis

FIAT Brand Profile

Brand Name

FIAT (Fabbrica Italiana Automobili Torino)

Mission statement

To build cars with attractive styling and exciting engines, cars that are accessible and improve the quality of everyday life

Position Statement

Succinctly convey the product advantages and the ‘character’ of the model in a way that will best attract the target market.

Differentiation

Safety

The symbol of Fiat’s commitment to safety, Oscar is the electronic dummy used for biomechanical measurements n crash tests, just one of the many testing activities contributing to the "global safety" project.

Over time, Fiat’s commitment to safety has become a concrete project, known by the name of “all-round safety”, developed since the Sixties through research conducted by the Fiat Safety Center.

All the tests and research activities, ranging from crash tests using electronic dummies to tests on individual components, lead to the creation of cutting-edge systems and devices, available on all the cars in the range, to ensure driving comfort, road holding and protection: from preventive safety to active and passive safety.

Services

A cutting-edge organization dedicated to vehicle research, from engines to electronic systems, from production to management.

Environment

Protecting the environment is one of Fiat’s main goals, that has made available its abilities and technological progress for years, and has tried to increase public awareness: safeguarding the environment is a major challenge that concerns the culture and behaviour of society as a whole.

Key differentiation

Features Perceptible or imperceptible? Advantage Benefits and utilities

Safety Imperceptible Ensure the safety for customers Different ways to make sure customers’ safety during driving

Appearance Perceptible Teeny cars Attractive and convenient

Price Perceptible Reasonable price Attractive for medium income people

Gasoline usage Imperceptible Low gasoline use Save money for...