China brands not credible
Ford of Italy CEO Gaetano Thorel said: “Italians are brand-centric consumers and Chinese automakers so far do not accept a aboveboard cast adventure to tell.”
Thorel is assertive that lesser-known brands such as Skoda and Dacia auspiciously absorbed Italian buyers because their accumulated parents – Volkswagen AG and Renault SA – were trusted brands.
“Without the cast ancestry of their ancestor companies, Skoda and Dacia would accept remained basal players here,” Thorel said.
From January through October, Dacia’s Italian sales totaled 21,017 units for a 1.2 percent bazaar share. Skoda sales rose about 8 percent to 13,838 units for a 0.8 percent bazaar share. Dacia and Skoda grew admitting a anemic Italian bazaar that beneath 8 percent to 1.8 actor units, according to Transport Ministry data.
The amiss dealers?
Italian car retail entrepreneurs accept been amid the best alive in Europe in aggravating to bazaar China-built cars, but the Chinese brands accept bootless to allure the country’s best dealerships.
Great Wall has 80 dealerships in Italy, while DR Motor has 91 and affairs to ability 100 food by the end of 2011. Those networks are not undersized, compared with battling brands. For example, Ford has 125 dealers in Italy, while the Fiat cast – which controls a division of the country’s new-car sales – counts on 285 dealers.
The botheration is that food that backpack Chinese brands tend to be small, family-owned dealerships. Big banker groups say they haven’t been approached by Chinese brands.
“For years, I had been accessible to add Chinese automakers to my cast portfolio, but none of their distributors anytime contacted me,” said Francesco Maldarizzi, who active the Millenia Group.
Millenia, whose anniversary revenues absolute 150 actor euros ($202 million), sells Fiat, Lancia, Mercedes-Benz and Opel models in south and axial Italy.
The Miranda Group, a above Naples-based banker that represents Fiat, Ford and VW, was never contacted either. But sales administrator Francesco De Carolis said this could be the appropriate time to attending for a Chinese cast franchise.
“A minicar such as the Bubble, priced beneath 10,000 euros, could be a hit in the Naples breadth and I am absolutely absorbed in accepting it,” De Carolis said.
Promises, promises …
Italian distributors of Chinese cars generally set optimistic sales targets, alone to abatement short.
DR Motor Co. S.p.A., allotment of the Di Risio banker group, imports and sells Chinese cartage as a calm brand. Best of its cars appear from Chery Automobile Co.
“The bazaar collapse had an aftereffect on our aboriginal plans, but we achievement we can abide to abound because the customer is added alert and we action accurate amount for money,” DR Motor Chairman Massimo Di Risio said.
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