THE FALL OF INDIAN ICONIC CAR; “THE AMBASSADOR”: A CASE OF MARKETING MYOPIA

The Ambassador car was an iconic vehicle in India that had been in production since 1958.
However, in recent years, the car has experienced a significant decline in popularity, resulting in
the discontinuation of its production in 2014. The fall of the Ambassador can indeed be seen as a
case of marketing myopia.

Marketing myopia is a phenomenon where a company focuses too much on its product and not
enough on its customers' needs and wants. This lack of focus on customer needs can lead to a
decline in sales and ultimately the failure of the product or company.

In the case of the Ambassador, its decline in popularity can be attributed to a few factors,
including the lack of innovation and modernization, poor quality, and an inability to keep up
with changing consumer preferences. The car's design and technology remained largely
unchanged for several decades, and it failed to adapt to the evolving needs of Indian consumers
who were looking for more modern and technologically advanced vehicles.

Another factor that contributed to the Ambassador's fall was the emergence of new competitors
in the Indian market, such as foreign car manufacturers who offered more technologically
advanced and stylish vehicles that were better suited to the changing preferences of Indian
consumers.

Additionally, the company that produced the Ambassador, Hindustan Motors, failed to invest in
marketing and advertising campaigns to promote the car and build brand awareness. This lack of
promotion led to a decline in brand recognition and made it more challenging to attract new
customers.

How did marketing myopia contribute to the fall of the Ambassador car?

What were some of the other factors that contributed to the fall of the Ambassador car?