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New initiative for Fiat and Alfa dealers

An initiative for Fiat and Alfa Romeo dealers aimed at boosting their aftersales revenue is due to be unveiled next month.

Fiat Auto UK is sending outline details to dealers this month of a campaign to recapture service and repair business. The programme will be launched in April.

“Last year our focus was on trade business with the launch of Club Ricambi, but for 2006 our focus is on the workshop, to develop workshop activity that will attract customers back into the franchised network,” says Andy Hayward, parts marketing manager.

Although Hayward won’t reveal details of the campaign yet, he says it will include centralized marketing activity and data support from head office for the dealers that sign up.

“We know we can do more. This will be about going back to basics to understand what the customer really wants from Fiat and Alfa Romeo.”

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