i mean what is abarth as part of the fiat group strategy?
is it going to remain an expensive pair of punto sideskirts?
or is it going to make it as a seperate brand?
i fail to see how fiat can accomodate another brand when they are struggling to keep alfa and lancia at their current sizes, never mind grow either brand.
press reports have been contradictory, one minute we're told fiat, alfa, lancia and abarth will be the 4 brands, and all will have their own version of the same cars. next minute we're told abarth wont be its own brand, it will only be used for the 'hot' fiat models. then we're told it wont even be that and instead it will just be the brand name for fiat's sportier accessories.
3 very different Abarths, but its all info from Marchionne's mouth. 2 out of 3 must be wrong, or all 3.
i'm not sure which version of abarth will actually happen. i cant see them becoming a new brand with their own models, fiat cant afford it. i know there have been many rumours of hot versions of fiat's getting called abarths, but so far it hasn't really happened unless you consider the GP abarth to be a true abarth model rather than a GP sporting with abarth bits stuck on. the sporty accessories idea is easily possible, it is what abarth has been for several years now, but if that isnt going to change then why all the hype in recent months?
the changes at dealerships would suggest the first option isnt happening, they'd get their own dealerships if it was, but maybe the first step as fiat dealerships is only the beginning and independant abarth dealerships will come along if it is successful.
the second option could also be explained by the changes at dealerships. to differentiate the hot fiats you need to segregate them from the other models and give that area of the dealership a different look and feel. thats an effective way of adding value without doing too much to the product.
the 3rd option doesn't really sit with the changes at dealerships. if abarth are destined to remain bolt on boyracer bits for every fiat then there is no need to make it seem as though you're launching a brand. all that money and effort would be a waste.
as an example:
we have the new fiat bravo, and the new lancia delta, and the upcoming alfa 149, all built on the same basic car. will there be an abarth version of it called the abarth XYZ, or will there only be a fiat bravo abarth, or will there only be a fiat bravo sport with abarth accessories bolted on? the difference between each option is significant. from what i have read fiat aren't even sure what they plan to do with abarth
