Fiat Chrysler global CMO says brand purpose not scale key to success in crowded market

Fiat Chrysler’s global head of marketing says he is not concerned that the Fiat brand will never reach a significant scale in the Australian market, believing instead its unique position will work to its benefit.

Fiat Chrysler has just one volume brand in the Australian market – Jeep – which has lifted sales on the back of the I Bought a Jeep campaign.

Speaking exclusively with Mumbrella Olivier Francois admitted he viewed Australia as a “crowded” marketplace which means brands like Fiat need to push the idea of brand purpose harder.

While an average of more than 2000 jeeps are sold in Australia each month, other Chrysler brands including, Alfa Romeo, and, of course, Chrysler itself, all have monthly sales under 200 cars each. The Fiat brand boasts sales of just under 300 in an average month compared to brands such as Holden and Toyota which can sell several thousand.