The recent news about Hindustan Motors’ flagship brand, the Ambassador, preparing to create a comeback has excited auto enthusiasts. The sturdy car, supported the British car Morris Oxford, had ruled the Indian auto marketplace for decades until it did not sustain with the days and burgeoning debt, changing consumer preferences and also the advent of Maruti pushed it out of existence in 2014. As per media reports, Hindustan Motors has involved with French automaker Peugeot to revive the Ambassador, albeit in an electrical avatar.
The revamped version is anticipated to hit the roads during a number of years. Adgully spoke to a cross-section of industry leaders to measure their reactions to the news of the Ambassador’s resurrection, their memories of the car, what is going to work for this consumer base, and what the journey for the new avatar of the Ambassador seem like. Brand Guru Jagdeep Kapoor, Founder Chairman, and administrator, of Samsika Marketing Consultants, reminisced, “The Ambassador car brand was an element of the Indian life.
Parents, grandparents, and youngsters have all experienced the brand. aside from the millennials, who may have seen it in old movies. Ambassador was the first family spacious car, much before today’s SUVs. Whether for the Indian family or the Indian government or the military, Navy, or Air Force officers or whether for gifting or Bollywood movies, the Ambassador was an outsized, comfortable car of pride. Many memories just like the first car or first used car or first car drive or drive after marriage function are still etched within the Indian consumers’ minds.”
While the nostalgia factor is robust, not many of the industry leaders that Adgully spoke to recalled unspecified Ambassador ads. Sandeep Goyal, manager, Rediffusion, said, “I don’t recall any advertising for the Ambassador, because in those days brands like Ambassador or Fiat didn’t must advertise. they’d a queue of shoppers as production always lagged demand.” Adding further, he recalled, “Many friends and family-owned the Ambassador. The Fiat was more a city car. The Ambassador was more favored in upcountry towns and cities. the simplest advertisement for the Ambassador was the Prime Minister, all Ministers, and dignitaries driving with the Indian tricolor on Raj Path – an influence symbol in particular.”
While Ambika Sharma, Founder & MD, Pulp Strategy, too, failed to remember any advertising for the car, she did recall that after the attack on the Parliament, there was a messaging by Ambassador, which said, “Goes anywhere unstopped” or something to it effect, that has cursed with me”. While Mumbai had Premier Padmini taxis, Kolkata had the long-lasting yellow (also black and yellow) Ambassador cabs. i’m yet to sit down within the rear seat of any car that may come anywhere near the comfort of an Amby. it absolutely was not a seat, it had been a sofa!”
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