News July 27 2006

Fiat links with IKEA

Fiat, which returned to Australian car showrooms this month, has announced that it is linking with IKEA to create a new approach to retail sales that will see the Swedish furnishing giant equip its showrooms as part of a global repositioning of the Fiat image under the title ‘Fiat: Playing to a different tune.”

“This collaboration is based on a number of winning features that the two organisations share: the offer of products that simplify people's lives with brilliant ideas, style and appeal,” says Luca De Meo, Fiat Brand & Commercial Manager. “On one hand we have the mission to produce cars with beautiful styling, which are accessible to everyone and guarantee a better quality of everyday life.”

“On the other hand, IKEA is famous throughout the retail world and successful with consumers in all market brackets thanks to a simple, innovative and highly effective concept, based on the idea of offering stylish, useful and attractive articles at competitive prices. This shared adventure on which IKEA and FIAT have embarked, focuses on a number of obvious points of contact between the two brands, such as the fact that they both address a broad, popular target, which is determined to spend its money carefully and wisely, but at the same time in a manner that enhances and enriches their lives,” explains Mr De Meo.

Fiat dealers will be able to take advantage of a furnishing concept studied with IKEA, which will enable them to manage the sale of products and services in a comprehensive, structured way, with innovative IT systems.