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Home > Multimedia > Hong Kong Treatment for Fiat and Alfa

Hong Kong Treatment for Fiat and Alfa

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19 Sept 2014
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Speaker: Luis Chein, General Manager – Passenger Cars, Swire Motors

Italy’s tiny Fiat 500 and sporting marque Alfa Romeo are making rapid inroads into brand-conscious Hong Kong, a showroom for the wider Asian marketplace, says Luis Chein of distributor Swire Motors. Fiat 500 is pitched as an upper class premium brand, quite different from marketing strategies elsewhere, showcased through Fiat Caffe, a showroom-cum-restaurant lifestyle chain. The same successful approach is to be taken in Indonesia, says Mr Chein.

Industry: Auto Parts & Accessories
Region: Worldwide, Hong Kong
Keyword: Fiat, Alfa Romeo, Think Asia Think Hong Kong, Swire Motors, Fiat Caffe, Automotives, Lifestyle, showroom, Italy, car, branding

Related Links:
Swire Motors, International Automobiles Limited
Italian Chamber of Commerce in Hong Kong and Macao

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