Rebirth of a carmaker (Fiat)
Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 10
The Economist, 26 April 2008, Vol. 387 No. 8577, Start page: 91, No of pages: 3
Purpose – spotlights the turnaround in fortunes achieved by Italian small car manufacturer, Fiat. Design/methodology/approach – reports on how Fiat’s new generation of cars have been universally acclaimed and draws attention to how the car manufacturer is now more successful that its nearest rivals. Describes how Fiat has come a long way in the last few years, from being a car manufacturer on its knees, to achieving healthy sales, a trading profit and eliminating its net industry debt. Outlines how Sergio Marchionne, who tool over in 2004, has managed to resuscitate the company by dismantling the company’s organizational structure, ending its five year partnership with General Motors and focusing on developing car designs that stood for “elegance with attitude”. Highlights how the emphasis of design has paid off; provides examples of some of the Fiat’s newest cars designs and examines how by cutting time from design to production, and increasing fuel efficiency, Fiat has managed to gain a competitive edge over rivals. Originality/value –features examples of the superior car design being developed by Fiat. ISSN:0013-0613 Reference: 37AM017
Keywords: Automotive industry, Cars, Corporate strategy,Design and development, Financial performance, Manufacturing systems,Performance management
