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Fiat expoits profits opportunity in accessory sales

Fiat Auto (UK) has announced a 25% gross increase in its accessories business year-on-year.

“This highly significant acceleration has been achieved through our ability to offer great value on desirable items, which increases our customers' enjoyment of their cars and their loyalty to the brand,” said Paul Rush, Fiat accessories marketing manager.

“Our dealers are also recognising the profit opportunity through accessories, and are responding to this opportunity.”

Fiat Auto was first to the market with Mstation's MP3 player, and is taking an increasing share of the new segment of in-car multimedia options. “These items are especially popular with families, and many of our Multipla customers, for instance, have progressed from showing a keen interest, to adding top-of-the-range multimedia packages,” said Mr Rush.

For the final quarter of 2001, Fiat has introduced a new showroom promotion called Colour Your Life, which stresses “the contribution that accessories can make to customers' lifestyles”.

Full merchandising packs are currently being distributed by Fiat, free of charge to its UK dealers, and their use will be supported by the company's field force.

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