In a bid to improve the company's brand image, the Fiat Group of Italy will parade its super luxury sports car brand Ferrari in India this spring.
Fiat India, the Indian operations of the group, hopes to remind car buyers of the group's heritage and capabilities by driving the Ferrari around the country and consequently improve sales.
Talking to the media at the Auto Expo 2008, Fiat India Vice-President Alfredo Altavilla said that a similar exercise was conducted in China three years back that helped the company enhance its brand image.
"The company will also import some premium models apart from running aggressive marketing campaigns to reposition the brand," said Altavilla. The company proposes to launch four models this year even as it continues to sell the Palio, its compact car.
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