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Fiat seeks to boost fleet profile through range of measures

By / 12 years ago / Latest News / No Comments

And the carmaker will also look to raise its profile by increasing brand awareness through a series of sponsorship deals, following the much-publicised agreement with BSM, which gets 180,000 learner drivers behind the wheel of a 500.

'We need to raise our visibility to get us on the user-chooser lists which is a place we haven't been before,' said Ms Bernardelli speaking at the launch of the Doblo.

Fiat is also sponsoring the British Cycling Federation including track and mountain biking events. This deal will take Fiat into the 2012 London Olympics as a partner of the cycling team while the Doblo would be a perfect vehicle to support cyclists, she suggested.

The other major deal is with the FA. 'Football followers in the UK are almost as fanatical as in Italy. Fiat becomes the other Italian driving force behind the England team,' said Ms Bernardelli referring to England's Italian manager Fabio Capello.

The new Doblo will have its part to play in Fiat's plan to keep its UK market share above 3%, she said.

Fiat sold one million of the outgoing Doblo, launched in 2001. Total sales in the UK were 23,000, with a best annual sales figure of 3,000.

'That's what we are targeting with new Doblo,' said corporate marketing manager Brane Bosanic. 'While the traditional MPV sector is down, the P segment where Doblo is grew in 2009 and will continue to grow as people downsize.'

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