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UGBA paper - Shah, Pooja 22179262/Sec 115 Fiat is...

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Shah, Pooja 22179262/Sec 115 Fiat is reentering the United States auto market after a long 27 year long absence. In its previous attempt at the US market, the fuel efficient compact car sold well during the Iranian Oil crisis but was criticized for having poor craftsmanship. Ultimately, oil prices fell, as did demand for fuel efficient cars; this forced Fiat out of the American automobile industry. With its new return to the United States, Fiat faces the option of reentering the market with its current name, or changing its name to one of the many brand names owned by Chrysler group (in which they are merged with). At a first glance, it may seem beneficial for Fiat to change its name, as it would prevent people from associating the new and improved Fiat cars with the inferior Fiat cars of the 1980’s. However, in reality, it actually may be more harmful for Fiat to change its name. Aside from selling cars, Fiat is also attempting to sell Italian culture. Italy is famous for its design and fashion, as well as for its sleekness and simplicity. Fiat dealerships (studios) are going to reflect this in their layout, and design. Studios are going to be designed to be
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UGBA paper - Shah, Pooja 22179262/Sec 115 Fiat is...

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