Fiat, the Italian carmaker (www.fiat.com), is looking to sell vehicles in Singapore again after it left the market in 2001. Singapore's car market is small and very competitive. Fiat sold only 68 cars in Singapore in 1968 and just 5 in 2000 before it pulled out of the market. Fiat's competitors in the small-car segment include cheaper Japanese and Korean firms that spend heavily on advertising. Fiat also must overcome the image that its cars are not suitable for local driving conditions. For instance, Fiat failed to offer a ''tropicalization pack'' for the Punto. Such a pack includes an air-conditioning system customized to Singapore's tropical climate. Given Fiat's marketing challenges, what positioning would you prescribe for the car marque in Singapore?