Fiat Group Automobiles: an Arabian Phoenix in the International Auto Industry

Giuseppe Volpato

Chapter 15 in The Second Automobile Revolution, 2009, pp 287-308 from Palgrave Macmillan

Abstract: Abstract Fiat Group Automobiles,1 the group that controls automotive manufacturing activities within Gruppo Fiat SpA, has gone through many crises in more than a century of existence. The crisis that arose dramatically in 2002, albeit rooted in the previous decade, presents however some peculiar aspects. On the one hand it was certainly the most serious ever, since only the support by other Fiat Group businesses and a team of banks has prevented the ‘virtual bankruptcy’ of Fiat Automobiles turning into an actual one. On the other hand, however, the crisis has been followed by a recovery that has astonished scholars and observers for the speed and character of the turnaround. We could liken the recovery to a ‘rebirth’ from the ashes like the Arabian phoenix, given the many elements of novelty and change that the management of Sergio Marchionne, CEO of Fiat Group, has achieved since 2004. To describe and to interpret the new strategic trajectory requires, considering its peculiarities, outlining the situation facing Fiat Automobiles in 2004, after a long stage of managerial and competitive involution.2

Keywords: Market Share; Trading Margin; Customer Care; Platform Sharing; Customer Experience Management (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1057/9780230236912_15

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