Even after six months, sales of Fiat car have got nowhere near the projected monthly target of 6000 units set by the manufacturers; pretty expensive promos too haven’t helped the cause. In a bid to boost sales, Laura Soave, CEO Fiat North America, hired in January the creative services of Impatto known to have earlier done some good job for Ford. Limited resources being a big constraint in planning any promotional campaign for brand Fiat, an out-of-the-box strategy of working with Ms. Jennifer Lopez too failed miserably.
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Francois Fights to Right Fiat Fiasco
Fiat Plans New Strategy After It's J.Lo Campaign Fails to Deliver
by Harrison Barnes