Fiat India Automobiles has announced the launch of Fiat Caffe- an initiative to showcase the distinctive Italian automotive lifestyle experience for Fiat owners and enthusiasts. The Caffe opening at Tolstoy Marg in New Delhi is the first Fiat Caffe in the country. The second Caffe will be launched in Pune which makes India the only country in the world to proudly house two Fiat Caffes.

At the Caffe, customers can go through the latest Fiat India cars on display, take a test drive, browse through Fiat worldwide or Fiat India details, guided by specially trained personnel. The collection of international Fiat merchandise, giant video screens running Fiat ads, stylish and unique furniture & fittings will give a glimpse of Fiat's vast history and rich heritage while adding a luxury feel to the Caffe. There will be special events, product display and previews held at the Caffe from time to time. An in house library will feature books on Fiat's glorious history, the various sub brands and its sister companies. The guests can enjoy the classic Italian atmosphere

while enhancing ones knowledge about their favourite brands, sipping to some authentic Italian coffee, which will be one of the many highlights of the Caffe.

Speaking on this occasion, Rajeev Kapoor, President & CEO Fiat India Automobiles Ltd said, "The launch of Fiat Caffe is an integral part of our strategy to showcase our commitment to the Indian customer and market. With this Caffe we aim to promote our Italian heritage and the 'real' Fiat brand, by engaging a passionate connect amongst the audience and prospects with FIAT automobiles. The Caffe will provide us with an opportunity to hold an array of events, both car and lifestyle related, demonstrating the values and culture we share at Fiat, amidst the Italian ambiance while sipping on authentic Italian coffee."

Fiat will display its merchandise and accessories at these brand stores. It is a marketing initiative with the idea of buzz creation around the brand and aims at making a bold & crisp statement about its presence in India. It also aims at audience and prospect engagement as well as sales facilitation. Globally, Fiat has several Caffes to showcase brands like Ferrari, Lancia, Alfa Romeo and Maserati.