PLANS BY Fiat Auto to introduce low-cost Ikea furniture into dealerships will be a Europe-wide initiative.


The move to Swedish furniture is part of the importer’s new corporate identity plan.

“For us, Ikea furniture is about excellent, attractive design at affordable pricing,” said UK dealer development director, Brian Hawkins.

“We believe it will transform the look, feel and atmosphere of our showrooms at financially attractive rates when compared with our previous range, and we are aiming to have this new corporate identity fully implemented by the close of 2015.”

The Ikea furniture range, now becoming available to Fiat Auto’s 170-strong UK network, will ‘enhance the dealer environment, dramatically’ and bring a bright, modern and youthful ambiance to showrooms and other customer-facing areas, said Fiat this morning.

RMIF welcomes the move

Sue Robinson, the RMIF franchised dealer director, has welcomed the development.

She has been campaigning strongly against manufacturers’ demands for unnecessary investment by franchisees in the cosmetic – like showroom signage and furniture – which franchisees say do not translate into profit.

“The NFDA is pleased to see a manufacturer taking on-board concerns regarding huge dealer investment, by looking at lower cost options.” she said.