Fiat is planning to open special cafes in India. The Fiat cafes will be run in collaboration with coffee retail giant, Lavazza. These cafes will showcase Fiat cares in a lounge along with Italian food such as pasta and aromas of espresso. Along with the food and cars, there will be a screening of Fiat cars. The first Fiat cafe will be opened in Pune and New Delhi next month. The cafes are expected to help Fiat India boost sales by creating awareness about the Fiat brand. This is not the first time automobile company has used cafes/lounges to create publicity. BMW has been doing it since three years now, while Ford and Mercedes-Benz joined in recently.
"The idea is to bring out the Italian-ness of Fiat while introducing the style and technology to consumers. The attempt to increase sales is definitely one of the reasons for opening cafes in India. It (cafe) will be the face of Fiat in India," Ravi Bhatia, VP, Commercial Vehicles, Fiat India, said.
