Fiat Click

The world’s first integrated car retailing solution from a major manufacturer


Fiat, like many manufacturers, faces difficulties in recruiting dealers for major metropolitan locations which arise as a result of prohibitively high real estate costs coupled with high labour costs. Fiat wanted to explore new ways to retail cars that could take advantage of the latest digital technologies.

Our Solution

Magma turned to its core values of virtualisation, technology leverage and process excellence to develop a solution for Fiat – the result was Fiat Click.


Fiat Click was the world’s first multi-channel car buying solution direct from a manufacturer. Fiat Click allows customers to go online, browse and choose from stock, book a test drive, design/configure a car and then buy a car without ever leaving home. Furthermore, Fiat Click also allows customers to speak with the team over the phone or face to face and ‘touch the metal’ in the small ‘Apple-esque’ retail store located in the Touchwood Shopping Centre, Solihull, an affluent suburb of Birmingham.

The Results

In its 12 months of operation, Fiat Click achieved:

  • a sales run rate equal to around 300 cars pa
  • 97% penetration of buyers using Fiat’s own Finance provider (FGA Capital)
  • a top 3 position in Fiat’s own Sales Satisfaction Survey (out of 150 franchised Fiat dealers)
  • over 94% in independent CSI research
  • 100% of buyers would recommend Fiat Click as a way to buy a new car
  • over 30,000 store visitors and over 700 test drives

Good for you Fiat, what a breath of fresh air not having to drive out of town to a dealership to buy a new car.

Mrs J Madge, Birmingham