Marco Maria Menicucci

THE FIAT AUTO BRAND

FIAT is not only the logo: today FIAT cars are recognized:

1. their fresh style,

2. their Italian design,
3. because they offer innovation and technology.
FIAT Auto is one of the pioneers of the car industry. Fiat built its
first car in 1899 and today the brand has evolved in a new
direction for Italian design where details are carefully
emalgamated with harmonious forms and homogeneous styling:
a combination of traditional and innovative values. The principle
of the brand’s Italian quality is expressed by the rediscovery of
influences from Italian cars of the Sixties and Seventies and
expressions of Italian culture particularly fashion.
FIAT Auto operates in international markets under four
brands, all distinguished by their innovative content style
and manufacturing solutions.

• creativity
is known for •versatility
•practicality

is known for elite and exclusive line of models

is characterized by the combination of sportiness,

tecnology and elegance in a unique design
 ENVIRONMENT
FIAT research activities aim at two objectives:
• Low fuel consumption
• Low pollution
New low-consumption, low emission petrol and diesel engines have been
developed by FIAT Auto with the contribution made by the Fiat Research
Centre.
Second Generation 1.3 Multijet common rail
EXAMPLE turbodiesel: a really compact power unit that can be
installed on small cars, with a reduction of 10 % in
consumption and 50 % less emissions.

Methan Project: Fiat Auto has launched new

bipower (natural gas and petrol) vehicles
(Ducato, Doblò, Doblò Cargo, Multipla and Punto
 STRATEGY:
•AGREEMENTS
•ADVERTISING
•BRAND STRETCHING
•INNOVATION
•SAFETY

AGREEMENTS
Fiat Group and Tata Motors have signed an agreement to co-
operate in India. Infact Tata Motors will manage the marketing and distribution
of the Fiat branded cars. From March 2007 selected Tata outlets will sell a lot
of Italian cars in many Asian countries. So dealers will display the new Fiat logo
alongside the Tata logo in their outlets.
 ADVERTISING

FIAT was the Main Sponsor of the Turin Olimpyc games

FIAT decided to contribute to the success of the event by providing the
Olympic Committee with:
•Financial resources
•Products
•Professional skills
•Organizational know-how

In economic terms, total contributions was worth 40 million Euros.

Naturally, Fiat’s gratest commitment was represented by the supply of vehicles. In
total there was more than 3,000 Fiat Auto Cars and 1,200 Iveco Irisbus that was the
exclusive means of transport for athletes, journalists, spectators and volunteers.
BRAND STRETCHING

The FIAT shoes by SABELT, with both men’s and ladies models, one in white
leather and the other in beige suede and white leather were conceived, developed
and manufactured in Italy.

The brainchild of Lapo Elkann, the Fiat Auto Brand Promotion manager, and
Gregorio Marsiaj, director of the Sabelt fashion department, they are the
result of a partnership between the two Turin companies.
Today this style improves the image of LANCIA, ALFA ROMEO and FERRARI.
Available in the most exclusive Italian boutiques and at the Sabelt shop in Corso
Venezia in Milan the Fiat shoes by Sabelt offer to fans of the two brands,
among others, the style and quality that have contributed to success in
international motoring competitions.
 INNOVATION

FIAT RESEARCH CENTER

The Fiat Research Center, with a staff of approximately 930 employees and
an equal number of pertners, has developed solutions that had a significant
impact on product and process innovation, helping improve the Group Sectors’
industrial competitiveness. Achievements reached during the year include:
•Multijet engine, the 2° generation of the Common Rail;
•The development of alternative propulsion systems, such as fuel cells (Fiat
600 Hydrogen);
•The “infonebbia” integrated traffic safety project
 INNOVATION … an example

Is the innovative telematic solution for cars. It

represents the first result of the strategic partnership
between FIAT AUTO and MICROSOFT. It will have its
Blue&Me world premiere at the up-coming Genevra Motor Show.

It is safe and simple to use: the voice command system, which is

completely integrated with the steering wheel controls and
information display, allows customers who own a Bluetooth mobile
phone to use the phone even when it is in the pocket of a jacket or in
a handbag, without having to take your hands off the wheel.

Among the various audio functions on offers, you can listen to all your
favourite music, whether it is stored on your mobile phone, on a new smart
phone, on an MP3-player or on a USB pen-drive. In the near future, it will also
affer a simple navigation system and access to a set of services such as a
personal assistant to look for addresses or weather and traffic information
 SAFETY

GRANDE PUNTO: 5-STAR SAFETY

The Grande Punto has been awarded as the highest possible recognition in
the field of car safety: Euro NCAP 5-star protection for passengers.
15,000 hours of mathematical calculations, hundreds of component tests and
crash tests have resulted in a car that meets the very highest safety
standards.