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26 Oct 2016
Fiat is the most remembered automobile brand and leads Folha's Top of Mind
For the first time in 25 years of history of Folha de S. Paulo's Top of Mind award, Fiat was the most remembered brand in the Automobile category, obtaining the most expressive rates among the female and young publics (16 to 24 years of age). "This triumph shows that all our efforts for us to come closer to the consumer, both through renewal of our portfolio, and through campaigns and digital actions, have yielded very important fruits," João Ciaco, Latam FCA Head of Brand Marketing Communication, affirms.
Top of Mind is one of the most respected market surveys in Brazil. Created by Instituto Datafolha and by Folha de S. Paulo in 1991, it quickly became the major national reference for measuring the level of trust and recognition of companies along with the consumer. For the 2016 Top of Mind 7,247 people over 16 years of age were interviewed in 217 municipalities. The award had the record number of categories: 59, as compared to only 12 in its first edition.
"Brazilian brand"
Fiat celebrates, in 2016, 40 years of operation in the country and is recognized by many consumers as a "Brazilian brand" for translating the yearnings and trends of the local market into quality, innovative and safe products.
Fiat's history is marked by sales leadership achieved for 14 times. Since the launch of Fiat 147, over 50 models were produced and launched in Brazil. This year alone, two new models arrived in the market, Toro and Mobi, establishing the brand's presence in different segments, with designs totally developed in the country.