Hong Kong Treatment for Fiat and Alfa
19 September 2014
Italy’s tiny Fiat 500 and sporting marque Alfa Romeo are making rapid inroads into brand-conscious Hong Kong, a showroom for the wider Asian marketplace, says Luis Chein of distributor Swire Motors. Fiat 500 is pitched as an upper class premium brand, quite different from marketing strategies elsewhere, showcased through Fiat Caffe, a showroom-cum-restaurant lifestyle chain. The same successful approach is to be taken in Indonesia, says Mr Chein.