FIAT India Automobiles launched the first Indian Fiat Caffe at Tolstoy Marg in New Delhi. The next Caffe will be launched in Pune and that will make India the only country to possess two Fiat Caffes. The Caffe will allow visitors to go through the latest Fiat India cars, take a test drive, browse through Fiat worldwide or Fiat India details and interact with specially trained Fiat personnel. The Caffe boasts the classy Italian ambiance and serves the visitors with some authentic Italian coffee.
Adding a luxury feel to the Caffe, the collection of international Fiat merchandise, giant video screens running Fiat ads, stylish and unique furniture & fittings will give a glimpse of Fiat’s vast history and rich heritage. Also there will be special events, product display and previews held at the Caffe from time to time. An in house library will feature books on Fiat’s glorious history, the various sub brands and its sister companies. The guests can enjoy the classic Italian atmosphere while enhancing ones knowledge about their favourite brands, sipping to some authentic Italian coffee, which will be one of the many highlights of the Caffe.
“The launch of Fiat Caffe is an integral part of our strategy to showcase our commitment to the Indian customer and market. With this Caffe we aim to promote our Italian heritage and the ‘real’ Fiat brand, by engaging a passionate connect amongst the audience and prospects with FIAT automobiles. The Caffe will provide us with an opportunity to hold an array of events, both car and lifestyle related, demonstrating the values and culture we share at Fiat, amidst the Italian ambiance while sipping on authentic Italian coffee,” Rajeev Kapoor, President & CEO Fiat India Automobiles Ltd said.
Fiat will display its merchandise and accessories at these brand stores. It is a marketing initiative with the idea of buzz creation around the brand and aims at making a bold & crisp statement about its presence in India. It also aims at ence and prospect engagement as well as sales facilitation. Globally, the company has quite a few Caffes that are used to showcase Fiat brands like Ferrari, Lancia, Alfa Romeo and Maserati.