Egea, which has been on sale for 9 years and which we frequently encounter on the roads, has long been popular in North and Central American countries.‘Avoid neon’ It is sold under the name

The reason behind this difference is from the sales and marketing strategy nothing else. Let us delve a little deeper into the subject.

By the way, Egea is not the only model where Fiat is implementing this strategy.

Doblo, formerly the brother-in-law’s favorite, ‘Ram PromasterCity’ It was exported to the American continent under his name. Tofaş sent his second model with Egea to this continent.

In the early days of the Egea project, Tofaş was CEO Cengiz Eroldpointed out that Dodge is well known in North and South America and said the following:

“Our Egea Sedan model, produced in Turkey, will be exported to this market under the name Dodge Neon. “We are opening a new door to the American continent by adding the Egea Sedan and the Dodge brand to our portfolio.”

Dodge has a long history and a stronger brand perception, especially in North America.

In short, Fiat owns the Dodge brand in those regions. use your power The goal was to achieve better sales performance in these markets. At the same time, instead of coming up with a new brand, customers who trust the Dodge brand brand loyalty chose to continue.

Selling the car under the name Egea in our country and Tipo in Europe also fits into this strategy.

Fiat is also active in European countries letterpress We know that it was under the name . The carmaker chose this strategy because Tipo was a better known and loved model in Europe in previous periods.

The use of the name Egea in our country is also based on market research. Fiat did detailed research before the Egea project started. The name Aegea is very popular discovered. Tofaş CEO Cengiz Eroldu on this topic ”Actually one of the hardest parts of the job is finding a name. “Out of at least 200 names we chose the name Egea.” His words prove this.

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