Italian Automaker Makes 'Grande' Return to Oz

Motoring Channel Staff - 4/Apr/2006

At a time when buyers are increasingly turning to imported brands, you'd think that the time would be right to introduce another European marque to the Australian marketplace.

Fiat had the same idea.

There are a number of Italian cars widely available to the Australian car buying public - including vehicles from an improving Alfa Romeo, Maserati and of course the leader of motoring performance, Ferrari - and now you can another marque to that list.

By mid year Fiat will begin selling cars to Australians: June 2006 is the month given. The Italian company first began trading as Fabbrica Italiano di Automobili Torino (of which FIAT is the acronym) way back in 1899.

Slotting in underneath Alfa Romeo as a marque that will most likely begin challenging at the lower end of the imported car spectrum, it's first car will the be Grande Punto, a smooth and stylish hatchback that may become thorns in the sides of the current trendy small cars - such as the Ford Focus, Mazda3 and Holden Astra.

Fiat says the Grande Punto sets safety and quality standards that are particularly high for its segment, and also has a very competitive price/content ratio - which is an interesting call when no price has been revealed yet.

Developed by Italdesign and Giugiaro together with the Fiat Style Centre, the styling of the Grande Punto makes quite an impression in the current automotive scene for its unique and restrained design. There is also a convertible version of the Punto in the works, which may be a viable model for the Australian arm if the Grande Punto sells well.

The Grande Punto has four different engine options at this stage, though Fiat is yet to finalise which motors will be available to Australian buyers. The current range includes two petrol engines - the 48kW 1.2-litre and new 57kW 1.4-litre lumps - and no less than four turbodiesels, which includes the sporty 96kW 1.9-litre Multijet diesel engine.

David Stone is the man who has been tasked with the re-introduction of the Fiat brand into Australia in 2006 and he will assume the role of General Manager for Fiat Cars (alongside his role as General Manager of Alfa Romeo).

“There is no greater challenge in the automotive industry than launching a new company into the market place and I am honoured to given this opportunity,” says David Stone. “Although Fiat has been in Australian market in the past, given the age bracket we are aiming at with the Grande Punto, to the vast majority of our potential customers, Fiat will be a totally new brand and this means we will be running a full launch programme for Fiat in Australia.”

“We have decided that the most effective manner to launch Fiat in Australia is to run it initially in conjunction with the Alfa Romeo business,” explained Mr Stone. 

“This is so that we can use the skills and expertise built up over the past seven years in all areas of marketing, parts, sales and service with Alfa to the benefit of Fiat cars.”

“I suspect that 2006 will be a year I am going to remember,” says Mr Stone. “Alongside the launch of Fiat, we will have started the year with the launch of the first diesel Alfa Romeo, the 147 JTD, and will continue with the Alfa 159 and Brera. With this rush of new cars from Italy, this year could be the year of the Italian cars down under!”

“The past 12 months have seen a major shift in the Australian car market towards small cars and not just small cars,” said Stone, “but sophisticated small cars that offer all the style and performance of the larger cars that many people are abandoning. With the Grande Punto coming from a company that has a unique heritage in producing the best small cars in the world and from a country that is renowned for performance, style and passion, there could be no better time to launch the Grande Punto in Australia.”

The Fiat Grande Punto is one of the most important cars in Fiat’s history, not just because it is the car that will return Fiat to Australia explains the company, but because it is the latest in a long line of advanced, stylish small cars that has created and built Fiat’s legendary heritage.

These advanced small cars started with the original Fiat 500, launched in 1936 as the world’s smallest mass production car and nick-named Topolino, or Mickey Mouse. Built in sedan, wagon and convertible versions, the original Fiat 500 made cars available to people who had never been able to afford a car and it did it with the style and panache of larger more expensive cars.

In 1955 the Fiat 600 was launched, followed by the 500 in 1957. As well as providing another classic small car the 600 was also the basis for the Fiat 600 Multipla, launched in 1956, and arguably, with its six seat layout in a small car, it laid the foundations for the millions of small people movers that followed more than 20 years later. These two classic small cars have been followed by generations of small cars, including the Fiat 127, the first and second generation Pandas, the Fiat Uno and the first generation Fiat Punto, a car that has been bought by more than six million people in Europe and across the globe.

The all-new Grande Punto, therefore, has a hefty reputation to continue. It is also a role that is heightened in importance by the strategic shift in the European car market over the last five years that has seen car buyers moving into the Punto’s market sector from the one above to make it the largest market sector. This sector now represents 26 per cent of the European car market, with about 3,750,000 cars sold a year. In Italy this sector is event more significant, where this category accounts for 37 per cent of the market. This sector is split up 56 per cent petrol engines and 44 per cent diesels. This market shift to smaller cars, which has also been seen in Australia in recent months, is not matched by a willingness to give up the features, equipment and style provided by the larger cars, providing an additional challenge for new-generation small cars.

Finally, there is even a Sport version of the Grande Punto which may make its way to Australia later in the year, offering improved performance and visual style that is more outgoing than standard models. The Australian market versions, along with prices and specifications, will be announced in June when the Fiat Grande Punto heralds the return of Fiat to Australia.