Mumbai, May 12: Fiat India has planned a novel branding exercise for the Siena Weekend, the station wagon model scheduled to make its debut in June. This effort will involve inviting the who's who of Mumbai, Delhi and other select metros for a drive in the car. Nearly 500 celebrities have been identified in Mumbai and 300 in Delhi, a list comprising industrialists, writers, film stars, sportsmen etc.The idea, sources say, is to stress the point that the Weekend is in a niche segment as it has special features like alloy wheels, a luggage hold on top, straps in the boot for holding baggage etc. Fiat's new 1.6 litre petrol engine will make its market entry in the Weekend which will also have a 1.9 litre diesel turbocharge option.
No decision has been made on the price of the vehicle though indications are that it will be in the region of Rs 7 lakh (on-road in Mumbai). Production is expected to be restricted as market reaction needs to be gauged carefully to a station wagon. Sources say that nearly 200 units will be assembled in the Kurla plant by the end of May after which the market will decide the trend.
Siena, incidentally, has not been doing very well in the market at a time when the Ford Ikon and Hyundai Accent have charged ahead. Sales have been averaging barely 400 units a month and the recent price cut has not made any significant impact yet. Experts say the customer's tepid reaction is puzzling considering that the Siena has everything to offer right from a refined engine to classy looks. Fiat India's managing director G Ravina had, in an earlier meeting, told The Financial Express: ``I think we need to get the customer excited by the price and power.'' This is the reason why the focus has shifted to producing a more powerful petrol engine compared to the present 1.3 litre (1250 cc) version. Ravina said that both petrol options would be available to cater to the needs of different customers.
Fiat plans to reach a production level of 15,000 Sienas (inclusive of the Weekend) during calendar 2001. This translates into a monthly output of around 1,200 cars which could include a portion for the export market. Ravina conceded that the company needed to beef up its after-sales service to be able to change public perception. ``There will be a greater thrust on marketing with a host of innovative schemes,'' he said. The Siena Weekend will be one of a kind in the Indian market as there is really no alternative model available presently. The car can seat five people comfortably and there is adequate boot space which can accommodate another makeshift seat.
Fiat is presently working on a CNG (compressed natural gas) programme for the Uno and Siena models.
Kurla plant to be closed for annual maintenance
Fiat India's production line at the Kurla plant will be closed for a 15-day annual maintenance from May 17. The company says that this is absolutely essential as this is being done for the first time since it took charge of operations more than two years ago. The shutdown is also happening at a time when there is really no demand surge for the Siena or Uno presently. Fiat has, in any case, reiterated that as it is conserving its big volume numbers for the Palio scheduled to make its debut next year.
Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.