Fiat Auto UK is overhauling its marketing strategy in a bid to transform prospects into buyers, according to a report in Forbes magazine.

The Italian company’s UK arm has appointed contact specialist Ion Group to handle UK sales lead management. Ion will collate and act on prospects generated through a wide range of media channels, including phone, direct mail, email, interactive TV and SMS marketing. It is to support the UK dealer network with contact management and intelligence gathering.

The report said a dedicated team will manage more than 200,000 phone calls, 25,000 mail enquiries, 30,000 Internet customer requests and 10,000 emails over the next 12 months.

Rob Denton, contact centre and telematics manager for Fiat Auto UK, said: “We are moving lead generation into a full mix of media. These kind of initiatives have to be backed up so that valuable leads are given the greatest chance of conversion into sale.”

Fiat Auto UK manages sales and marketing, and the dealer network, for the Fiat, Alfa Romeo and commercial vehicles ranges.

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The automotive giant is also reported to be preparing a pan- European blitz to fine- =tune its customer insight strategy and create better targeted communications.

Current direct marketing agency Arc London has been appointed to the drive, as the company’s strategic partner across all marques, the Forbes report said.