Fiat puts Tendulkar in driver's seat

	Financial Daily from THE HINDU group of publications Wednesday, August 01, 2001

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Fiat puts Tendulkar in driver's seat

Our Bureau

CHENNAI, July 31

FIAT has signed cricketing star Sachin Tendulkar as brand champion. His association with the brand will kick-off the company's new initiative into the Indian market and will commence with the soon-to-be-launched Palio.

Fiat feels Tendulkar is the perfect brand champion as his dynamic, creative stroke-play fits in with the new approach that Fiat will soon adopt in India.

``Tendulkar is young, strong, dependable and above all number one; that's exactly what Fiat is aiming to be,'' said Mr M.P. Bianchi, Fiat's Managing Director, said in a press release.

Sachin seemed equally pleased: ``I have always been a big fan of Italian cars, especially Ferrari, and am happy to represent Fiat and Italian Motoring.