Returning to the US, Fiat aims to connect with customers based on a shared level of passion.

Laura Soave, Head of FIAT Brand North America, debuted the 2012 FIAT 500 Cabrio at the 2011 New York Auto Show. During her presentation, she talked about FIAT’s approach to marketing to customers. We’re sharing this quote which provides interesting insight:

Who wants to be targeted? We don’t target our customers. We prefer to engage in a dialog with people who share a state of mind that’s beyond age, income or gender. These are people who are passionate. They appreciate design, style and value. They are driven by emotion. They’re not just looking for a good deal. These people are looking for value but they really want something that is truly valuable.

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