Complex, but not complicated: that’s what’s demanded of a MMS when it comes to imaging several brands in one and the same system. And that’s precisely what’s happened with the mar­keting portal that socoto has set up for the Fiat group.

Under the common group roof, the Italian carmakers pool a whole range of brands, ones which are represented at the dealerships in every conceivable combination. The ability to simply and economically provide each dealer with an individual platform for retail marketing activities that is specifically tailored to his group brand portfolio requires a system that images the complex multibrand archi­tecture in a consistent and logical manner.

The Fiat, Alfa Romeo, Lancia, Fiat Professional, and Abarth brands had a head start in this aspect, with the socoto system already up and running for their organization. The system has now been extended to cover two other areas: the Jeep brand and the Fiat Parts & Service aftersales area now also have comprehensive marketing materials for individualization and online booking at their disposal. All Fiat’s brand partners can now handle their regional marketing activities via one platform, no matter which group brands they represent.