After a botched attempt to sell Fiats at Tata dealerships in India, Fiat is launching standalone stores in five major cities.

“These stores will display the ‘real’ Fiat brand, and would be a place for meetings, a place for small gatherings and events," said Rajeev Kapoor, managing director of Fiat’s India operations. Fiat will also display merchandise and accessories at these brand stores — to be located in Bangalore, Chennai, Delhi, Mumbai, and Pune — and will also serve authentic Italian coffee.

The brand stores will not replace Tata’s retail network, but rather they will serve as “image points” for Fiat, Kapoor said.

“We want the customers to experience what the Fiat brand stands for, as we feel that the focus at the dealerships is more on selling cars than on brand promotion,” he added.

Despite having competitive products like the Punto and Linea, Fiat’s sales in India fell 8% through June. Meanwhile, auto volume in the country as a whole shot up 34%.

Fiat has also hired consultancy Accenture to suggest ways to improve its position in India.

Fiat and Tata hold equal stakes in Fiat India Automobiles.