Pope Francis Elevates Fiat’s Brand Equity in U.S.
Fiat enthusiast John Montgomery says a hurdle is getting people to look beyond the cars’ unflattering past. His hope is they will recognize that, just as a new pope brings new energy, a new Fiat means new possibilities.
October 2, 2015
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(Photo by John Moore/Getty Images)Fiat does meet a need for utility and efficiency. It also is a humble investment. In the post-Neon market it provides intentional diversity for partner Chrysler, offering an economy-car line that has flair and is frugal and fun.
I asked Montgomery what he likes best about supporting and promoting the Fiat brand and he said: “Our members love the powerful emotion of Fiat – they turn heads. You come out of a store and there are people waiting by your car to ask you about it. Fiat Club America wants to share and expand that emotional connection.”
Brian Braudis is an auto industry veteran and leadership expert helping executives who want to increase clarity, confidence and control and deliver greater performance, commitment and execution. He can be reached at [email protected]
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