5:47 am, February 19, 2014
STRONG, profitable and happy – that’s the state of the Fiat network at the moment, according to UK head of brand Kate McLaren.
And the reason? Simply the phenomenal success of the 500, an iconic city car that’s featured in the worlds of film, music, fashion and even art – and accounts for more than 50 per cent of Fiat’s business in the UK.
And with its larger sibling the 500L gradually winning over customers as well, the Fiat network would seem to be in a pretty good place.
McLaren (pictured) exclusively told Car Dealer: ‘I think the network is in a healthier state than it was when the 500 was first launched. In terms of open points, we have very few.
‘We have a strong, profitable and happy dealer network and from a 500 perspective, dealers are starting to see the rewards of years of hard work selling PCPs. They’re starting to see customers coming back.
‘With the high penetration of PCP and the fact that the car has such strong residual values, they are able more easily to move customers into another car before the end of their contract, and for perhaps similar or lower monthly repayments, get them into the same or a slightly better car.
‘You only have to look at the success of some of our social media campaigns which lead to our prospects ”inventing” their 500s.
‘Dealers do benefit from that and it makes it an easier sale for them. Dealers have said to me, unlike other manufacturers, where a customer might come in and take a look at a car before going away to think about it, with 500, they’re more transaction-ready when they come in.
‘The success of the dealer network depends on the continuing success of the 500 and going forward, growth in terms of profit and volume, which will increasingly come from 500L as we establish it as a viable family car.
‘That’s our main thrust at the moment: maintaining the consistency with 500 and establishing the credentials of 500L through various communication channels.’
