Chrysler 2008 Annual Report Download - page 74

Report on Operations Fiat Group Automobiles 73
For Fiat Professional, at the Hanover International Motor Show,
the title of ‘International Van of the Year 2009’ was awarded to
the Fiorino which was presented at the beginning of the year in
new Combi version offering a mixed passenger/cargo
configuration.
Fiat Professional also offers Natural Power versions (dual-
powered gasoline/natural gas) of both the Ducato and Fiorino.
Fiat Ducato has reached the milestone of two million units
produced, continuing the success it has enjoyed since the first
version was launched in 1981.
The main product development initiatives in 2008 concerned
the introduction of more ecological versions of Fiat Group
Automobiles models, such as the aforementioned Grande
Punto Natural Power, the Fiat 500 Start&Stop and the 500 Aria,
a concept car presented at the Geneva Motor Show with CO2
emissions reduced to just 98 g/km. Development also
continued on other new models to be released in the future.
Of particular importance was the extraordinary restructuring of
the Giambattista Vico plant in Pomigliano d’Arco which entailed
a two month suspension in production, intensive training for
6,000 employees and a total of €110 million in investment, €70
million of which was spent on major technology upgrades.
Services
In 2008, actions were taken to improve customer response
capabilities and, to aid in the success of the sales and service
network, a customer satisfaction survey was completed.
The Customer Service Centre in Arese represents one of the
most important customer relations tools and it currently
manages 20 different service networks in 13 European markets.
In 2008, the number of customer contacts handled by the
Centre was up 50% over 2007.
During the year, efforts focused on new mobile response
models to respond to customer needs in the event of a vehicle
breakdown. A reduction in vehicle downtime of 9% was
achieved and the number of vehicles repaired within two days
of the breakdown increased 14%, leading to improved
customer satisfaction. The ability to provide replacement
vehicles to customers was also improved.
Through direct marketing campaigns conducted in Italy (both
brand marketing and joint campaigns with dealers) and
through the management of potential customers making
contact via the web and call centre, we increased the number
of dealer sales generated through these channels and
increased support given to dealers by FGA to develop their
own direct marketing campaigns.
In 2008, the company’s method of measuring customer
satisfaction was also modified. The customer experience
questionnaire was simplified and a “net promoter score”
introduced to measure word of mouth. Measurement of the
customer experience was extended to more phases, making
the information more accessible and transparent.
For maintenance and repairs, Technical Services made
improvements to the recall campaign management process in
Europe and also enhanced the development of new
information systems to provide faster, more effective support
to the service network. Repair times for vehicles under
warranty have also been reduced, and the process for
developing repair equipment improved, resulting in the
average cost per model being lowered.
Fiat Group Automobiles offers Financial Services in Europe,
Latin America and, since the beginning of 2008, in China.
In Europe, this activity is managed by Fiat Group Automobiles
Financial Services (FGA Capital from 1 January 2009), jointly
controlled with the Crédit Agricole group (accounted for using
the equity method).
FGA Capital supports the Sector’s European sales through
dealer financing, end-customer financing and medium and
long-term rental. The collaboration with Crédit Agricole
continued to prove its effectiveness throughout 2008, meeting
expectations and successfully supporting sales and new
product launches for the Sector.