Domestic Market

Despite the global challenges in the supply chain and the decline in the automobile market in Turkey, Tofaş managed to lead its sector with a share of 97% domestic production in domestic sales while representing 17% of the total industrial production in 2021.

Tofaş represents six brands (Fiat, Fiat Professional, Alfa Romeo, Jeep®, Maserati, Ferrari) in the domestic markets with its wide range of product portfolio that meets customer expectations in all segments. Tofaş’s sales revenue was 29.7 billion in 2021. It strengthened its position in the automotive sector with a domestic market share of 16.9%.

Fiat Egea has become Turkey’s best-selling vehicle for the sixth consecutive time in 2021. Moreover, with its body options and most preferred vehicle in its segment, the Fiat brand maintained its sectoral leadership by increasing its share in the light vehicle market. As the minivan class constitutes an essential part of the market, the Fiorino continued its successful performance, and Fiat Doblò became the “Most Preferred Light Commercial Vehicle of the Year.” In 2021, Tofaş continued its leadership role in Turkey’s automotive market for the third time in a row.

Key Actions of Marketing and Mobility:

• The scope of “Fiat Online,” launched with specific models in 2020 and provided 24/7 service during the full closures of the pandemic, was expanded by including all passenger cars in the Fiat product range as of May 2021.
• In July 2021, a “Black Spot Alert” was added for 250 spots with high accident risk to the “Fiat Yol Arkadaşım Connect” application, which Tofaş developed for Fiat users in Turkey.
• In September 2021, the “Jeep® Online” sales platform, which facilitates vehicle purchasing and delivery processes by providing customers with comfortable, reliable, and practical solutions, was launched.