HINDUSTAN AMBASSADOR

INTRODUCTION

Hindustan Motors was at one time India's biggest vehicle producer, and its
famous Ambassador vehicle was a national symbol.

The production of the Ambassador was suspended in May 2014 because of low
demand and finance issues. Prior to the cancellation, the company had sold
2,200 Ambassadors in the financial year which ended in March 2014, only a
tenth of the sales the Ambassador reached in the mid-eighties.

HISTORY

The Hindustan Ambassador was a vehicle made by Hindustan Motors of India.

The car was produced from 1958 to 2014 with couple of upgrades and changes
over its generation lifetime. The Ambassador was basically the same Morris
Oxford Series 3 launched by Morris then a part of British Motor Corporation.

On 11 February 2017 Hindustan Motors had an agreement with PSA Group for
the sale of the Ambassador brand including the trademarks for ₹80 crore’s.
Regardless of its British origin the Ambassador car is considered as a conclusive
Indian vehicle and is called “the king of Indian roads". The car was produced by
Hindustan Motors at its Uttarpara plant close Kolkata, West Bengal and at
Sriperumbudur close to Chennai, Tamil Nadu. It’s rival were Premier Padmini
and Standard 10. Post mid-80's it started losing its market when Maruti Suzuki
presented its modern design low-priced maruti-800 hatchback model. It lost
further market when worldwide automakers started setting up shop in India in
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the mid-1990s, offering models with latest technology & designs. Till now
ambassador is used as taxi in some cities of India.

The models of Ambassador car are following-

 Ambassador Mark-1 (Year 1957-1962)

 Ambassador Mark-2 (Year 1962-1975)
 Ambassador Mark-3 (Year 1975-1979)
 Ambassador Mark-4 (Year 1979-1990)
 Ambassador Nova (Year 1990-1999)
 Ambassador 1800 ISZ (Year 1992-2011)
 Last model was Ambassador Encore

ANALYSIS OF CURRENT SITUATION

In may,2018 there was a news that “People favourite ambassador car is

coming back on a shocking price and 40 KMPL mileages”. The Ex-showroom
price of this new car at Rs 3.80 Lacs. 5 people can sit in this car with 54 litre
fuel tank capacity and the car has sedan type body. The ground clearance of
the Ambassador will be 165mm. Apart from this there was also a news that
“Peugeot may re-launch Ambassador in a new avatar at Rs 5-9 lakh by the end
of year 2018”. But still in year 2019 there is nothing. Company has not yet
launched its new car with new design & latest technology, people are still
waiting for re-launch of ambassador car.

According to website indiacarnews the expected launch of ambassador is year

2020. In there website it is written that “Hindustan Motors’s owned by C.K.
Birla has joined hands with PSA Groupe to develop cars for Indian market.This

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clearly suggests that Peugeot is interested in reviving the iconic Ambassador in
India”. So hence we can say that “the king of Indian roads” i.e ambassador car
will be launched in year 2020.

In many places on India still ambassador car is running on road. People are
using this as taxi.

BRAND REVIVING STRATEGIES

o When we see the design of ambassador it does not changed with time.
The other car companies changed there car design that is why they
survived in the market. Taking example of Buggati, the design of car
changed over the period of time. So, by changing the design of car
company can launch again in Indian market. Since the brand was so
strong till now people knows this car and some cars are still running on
roads. So by changing the car design company can revive.
o Company can do a market survey(Gather feedback on why they left) on
customer and ask people about there expectation. So by doing this they
can check what went wrong and what is the current taste of the
customers. By working on the gathered information they can revive
there brand.
o Company can target youth by coming up with emotional touch in car.
Since people of 90’s know this car and many politician still use this car.
They have to work on design first so that car can look modern but there
should be some feeling of old ambassador. So, by targeting customer
and making them emotional with ambassador car they can again enter
the market.

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 o People love choices, so if company launch same car with 2 different
name and some modification in 2 cars then also they can capture the
market. If one brand fails in market and other does good then company
can shut one who is not performing good and continue with the other
brand. Like Luxottica owns Ray-Ban, Persol, and Oakley . Hence they are
proving more choices to the customers. Like this ambassador can also
try to revive there dead brand.
o Company can come up with electric vehicle since now days there is a
shift of trend going on. Every on is talking to save the environment and
that’s why electric vehicle are in trend especially in Europe & USA. So
now this brand is own by PSA Group which is in Europe. Hence they can
come up with electric vehicle.

REFERENCE

 https://www.youtube.com/watch?v=cUo1-2nkjdo
 https://en.wikipedia.org/wiki/Hindustan_Ambassador
 http://www.shoutech.in/people-favourite-ambassador-car-is-coming-
back-on-may-30-on-a-shocking-price-and-40-kmpl-mileages/
 https://www.business-standard.com/article/companies/peugeot-may-
relaunch-ambassador-in-a-new-avatar-at-rs-5-9-lakh-
117021200796_1.html
 https://www.indiacarnews.com/news/2018-ford-aspire-launching-
tomorrow-changes-variants-details-29087/

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