Greece

One of Greece's top five automobile companies looks forward to leadership and growth thanks to a winning formula whose key element is customer service.

The opportunities offered by the Greek market are making automobile companies from around the world optimistic. Particularly excited is Fiat Auto Hellas' CEO Gerasimos Dorizas. A leader with a wealth of experience abroad, much of it in Japan, Dorizas returned to the country two years ago to take charge of one of its leading automobile distributors. Since then he has been working hard to put Fiat in the best position to benefit from this dynamic market.

The automobile environment has become very challenging, with all the major international players present. Fully 90 percent are pure importers, which gives them a slight edge over Fiat in terms of bottom line. "Greece is a very competitive market," says Dorizas "It is distinctly price-centered, and customers are not particularly loyal but easily lured by advertising and promotional efforts."

Established back in 1989, Fiat Auto Hellas quicklybecame one of the top six most successful automobile companies in the country. In 2001, its 10 percent market share, representing over 30,000 vehicles sold, was second only to Toyota's. In 2002, a combination of more understated promotional work and new entrants saw it slip into fifth place, just behind the leaders.

The company manages a portfolio of Fiat, Lancia and Alfa Romeo models, as well as professional and authorized used cars. In addition, Fiat also runs a huge spare parts business to service its pool of vehicles,.
Gerasimos Dorizas, CEO and managing director of Fiat Auto Hellas

Dorizas plans to build on the solid foundations of Fiat in Greece to develop the company's presence even further and establish it as the No.1 automobile company in the country by 2004. This year will see the implementation of fundamental changes in all sectors of the business.

The organization of the group has already been overhauled at the global level in order to better market the company's three main brands. Alfa Romeo, one of the fastest growing ranges in Greece, has been made a separate business unit to capitalize on its success and reinforce its image.

With the new Stilo model, Fiat now offers a serious contender in the mid-sized "C" segment, which represents 36 percent of total sales in Greece. Dorizas has tremendous confidence in the new model, which has tracked strong growth in its sales in recent months. Fiat's range will be further completed with the introduction of a sports utility vehicle.

With an up-to-date product offering and pertinent corporate structure, Fiat Auto Hellas is revamping its distribution network. Important investments have been carried out by the company's 43 dealers in terms of coverage, service, after sales, and spare parts.

Dealers are connected to headquarters via a satellite parts ordering system which both reduces costs and increases efficiency. Great care has been taken in finding the right people for the right jobs throughout Fiat's organisation. These efforts have put the company in a uniquely privileged position to offer customers the very best service their world-class products.

The result is that Fiat Auto Hellas will be able to provide retail clients with the level of excellence it has long offered its corporate clients. With 14 percent of the fleet market in Greece, Fiat has seen strong growth in this part of the business. Leasing opportunities are on the increase, and with Greek pay levels stabilized, corporations are offering more and more company cars to their employees. Fiat is also confident that it will claim a strong position in the public sector market in the future.

As a Greek businessman, Dorizas foresees important future growth in his country. Membership in the European Union and the adoption of the euro has brought stability and credibility to the Greek economy.

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