2 years back, when i asked my father 'should we buy a car?', he said yes
When I was listing down the models that fitted my preference, his choice was an Ambassador. According to him, this is one car, which is rugged for Indian roads, offers huge space for 5 or even 6, good mileage and more importantly rooftop loading in addition to the huge boot.
Though I laughed at his choice at that moment, none of these were nonsense till mid 90s. Till the Sumos and Scorpios came, Amby was the vehicle from politicians to celebrities & heros to villains.
Though there were technical updates, the brand failed to update itself according to the changing needs and demands of a car buyer. But how did the customer get these needs all of a sudden? The industry opened up and better cars from Japan, America and Europe gave Amby a tough battle. So did it loose the battle?
I would say NO.
But how?
The company had an approx market share of 0.77% in FY 2009 selling around 11,000 units. With Indian Auto sector at its highest growth rate, is this a great number? It is not.
For a car, whose production started a huge 52 years back, no major changes done other than engine updates and few cosmetic changes, still selling 11,000 units is not a bad deal. But the major buyers are some people like my father, who still relish the brand and some institutions through special orders and prices.
All of a sudden, there is a buzz in market and social networks, that HM is planning to revive the brand. Though no great design or technical updates are expected, I would still like to see the brand along with the likes of Germans, Americans and Japanese.
When I was listing down the models that fitted my preference, his choice was an Ambassador. According to him, this is one car, which is rugged for Indian roads, offers huge space for 5 or even 6, good mileage and more importantly rooftop loading in addition to the huge boot.
Though I laughed at his choice at that moment, none of these were nonsense till mid 90s. Till the Sumos and Scorpios came, Amby was the vehicle from politicians to celebrities & heros to villains.
Though there were technical updates, the brand failed to update itself according to the changing needs and demands of a car buyer. But how did the customer get these needs all of a sudden? The industry opened up and better cars from Japan, America and Europe gave Amby a tough battle. So did it loose the battle?
I would say NO.
But how?
The company had an approx market share of 0.77% in FY 2009 selling around 11,000 units. With Indian Auto sector at its highest growth rate, is this a great number? It is not.
For a car, whose production started a huge 52 years back, no major changes done other than engine updates and few cosmetic changes, still selling 11,000 units is not a bad deal. But the major buyers are some people like my father, who still relish the brand and some institutions through special orders and prices.
All of a sudden, there is a buzz in market and social networks, that HM is planning to revive the brand. Though no great design or technical updates are expected, I would still like to see the brand along with the likes of Germans, Americans and Japanese.
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