Fiat goes for 10,000 in UK
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• A UK sales target of 10,000 vehicles per year by 1995 is Kevan Hewitt's brief in his new job as Fiat LCV operations manager. He believes the target is realistic, building from a projected 3,400 next year.
Hewitt starts with a clean sheet and access to the Z100m Fiat is investing in its UK operation. Target for this year is 2,600, around 1.5% market share. He reckons Fiat will finish with around that figure, but adds: "Volume at any price is not acceptable."
There are 96 LCV dealers in the Fiat franchised network and no plans for immediate changes. However, Hewitt will be looking to see if there are areas where Fiat is under-represented. We need to establish major markets for representation. If they are not active, we must see what has to be done to make them active."
Hewitt is keen to improve the local service provided by bodybuilders. He wants to forge a stronger relationship with Luton, tipper and other specialist suppliers.
Product differentiation is a problem, he concedes. Most buyers are not aware of the differences between the Sevel models produced by PeugeotTalbot and Citroen and the Ducato. All models use the same bodyshell and transmission but different engines.
The revised Fiorino should go on sale early next year, supplemented by the recently launched Unovan. The Fiorino pickup, destined for other parts of Europe, will not be sold in the UK. Buyers will also have to wait until 1994 before the new Ducato arrives, when the present model will be 13 years old.