LANCIA will make specific marketing efforts to target Europe's most senior company car drivers with the launch of its new Thesis.

These customers are 'money rich, time poor,' according to Fiat Group's global head of marketing and sales Juan Josè Diaz-Ruiz, so Lancia has developed a range of 'red carpet' VIP services to assist them.

These services will start with test drives and product views at customer offices, so that potential buyers do not need to visit a dealer. This will start in November, with the car due to go on sale in March.

'Customers will be able to have the car delivered to their front door. When they need it servicing they can call a free telephone number and the dealer will come to their home or office to collect the car and leave a courtesy car in its place,' said Diaz-Ruiz.

'We feel it's an exclusive car so we have to offer an exclusive experience. We have to make a commitment to our corporate customers and ensure they feel confident that we are right behind this product.'

The manufacturer promises that the luxury Italian car combines the elegance of old Lancias with state of the art engineering and cutting edge communication systems. Each Thesis will be constructed to a customer's order, restoring the philosophy of the 'tailor-made' car, and allowing customers to follow the entire production process. (October 2001)