In times of crisis, dispute launched the Philippine Alliance - Xiang, Fiat along the way of localization of every step seems to be controversial. As of November, Fiat 's first homebred car Fei Xiang listing has been almost two months, but in the current market situation, its September 13th listing for years sales of 15000 units, 20000 units target is hard to achieve.

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Self

For Fei Xiang selling point, Fiat executive vice general manager Jiang Ping in the " China Times " reporter the interview mainly emphasize the quality of the product itself. While Fiat general manager Zheng Xiancong, Fei Xiang with the " Italy design, the United States of America car large space, Alpha Romeo's platform with Fiat's civilian price" constitute the car a few big selling point.

Listed in the beginning, Fiat in the hope of this a few big selling points, plus 106800 "charge ", in the year 15000, achieve sales target of 20000 units for the.

" No problem! " Jiang Ping evaluation of current Philippine Xiang market performance said, from the current market feedback situation, sales have been basically achieved the anticipated target. " At present the total sales in line with market expectations, a month's orders are thousands of vehicles, but also gradually increase. Every day we in overtime, everything is according to plan. " Jiang Ping said, " including the upcoming Guangzhou auto show, Fei Xiang are our main push model. "

According to Jiang Ping, Fei Xiang 's key markets not only on the two or three line of the city, " Fei Xiang in the 70% - 80% of the city are almost cover the national market, we are fighting for. " And the other according to Fiat PR Department sources, " Fiat sales outlets have been increasing gradually, at present countrywide nearly more than 110, more 4S stores and city hall plan is still in progress. "

However, as of November 8th, Fiat official website data display, which is currently in the country 28 provinces, city, autonomous region has only 62 4S stores. Among them, Jiangsu the largest distribution, 8; and in the first-tier cities in North Canton, Shanghai most, achieve 3.

Website update is too slow, or the channel layout otherwise hidden? Fiat is the explanation is: " website is already in the formal operation dealer, some dealers channel building just completely, and online digital will have a time lag, at present countrywide has reached more than 100. "

Double test

In accordance with the Fiat sales targets, the monthly average monthly sales volume is 4300 to 5700 units, according to the official website of the Fiat dealers display number (according to the 70 Computing ), then single single on all sales reached 61 - 81; and even by Fiat PR department disclosed 110 4S stores calculation single single month, all sales are required to reach 39 - 52 to complete the target.

" At present the Philippine Xiang no cash discount, a car, see a lot of people, up to now already sold 49 cars. " The Southern China area of a Fiat 4S shop staff revealed that the shop sales. To appear on the market for nearly 2 months, the store was only sold 20 vehicles.

In the Beijing market also has the similar situation. Located in Beijing, the Fiat 4S store, only a few sales consultant, " the passenger is not big, but customers entering the store mostly on phenanthrene Xiang compares attention, because the car had just, no preferential. " While in the Fiat Sijiqing store, sales adviser said, " Fei Xiang current sales situation can still. " But did not disclose the specific sales.

" A-class car market has always been more intense, Fei Xiang marketing and services are still in the exploring period. Fei Xiang is a new product, it is a new company, with new employees, consumers understand it is a step by step process, this thing not urgent. " Auto analyst Zhong Shi said.

However, the market for Fei Xiang time is not sufficient. As a response to the downturn in the market, part of the Japanese car brands have launched ahead of the reduction measures. With Fay Cheung as a direct competitor to the Dongfeng Nissan Sylphy new Dongfeng Honda Civic and as an example, the latter has been compared with the official guidance price concessions to 3000 yuan and 10000 yuan. Japanese car " self" behavior, be the first to bear the brunt of the impact is brand strength not high Fei Xiang new city model. Once the achievement of sales targets, Fei Xiang also follow the words, then to its brand and will not cause harm to small.

Limited sales channel, narrow market space, plus the competitive model of extrusion, Fei Xiang established sales target this year is not optimistic; and this is the Fiat top and a test.