FIAT India Automobiles has announced the launch of FIAT Caffe, an initiative to showcase the distinctive Italian automotive lifestyle experience for FIAT owners and enthusiasts. The Caffe opening at Tolstoy Marg in New Delhi is the first FIAT Caffe in the country. The second Caffe will be launched in Pune which makes India the only country in the world to proudly house two FIAT Caffes.
At the Caffe, customers can go through the latest FIAT India cars on display, take a test drive, browse through FIAT worldwide or FIAT India details, guided by specially trained personnel. The collection of international FIAT merchandise, giant video screens running FIAT ads, stylish and unique furniture & fittings will give a glimpse of FIAT’s vast history and rich heritage while adding a luxury feel to the Caffe There will be special events, product display and previews held at the Caffe from time to time. An in house library will feature books on FIAT’s glorious history, the various sub brands and its sister companies. The guests can enjoy the classic Italian atmosphere while enhancing ones knowledge about their favourite brands, sipping to some authentic Italian coffee, which will be one of the many highlights of the Caffe.
FIAT will display its merchandise and accessories at these brand stores. It is a marketing initiative with the idea of buzz creation around the brand and aims at making a bold & crisp statement about its presence in India. It also aims at audience and prospect engagement as well as sales facilitation. Globally, FIAT has several Caffes to showcase brands like Ferrari, Lancia, Alfa Romeo and Maserati.