13/04/2011
Ambassador's new gamble
Hindustan Motors’ iconic car is set to get a radical makeover, but is it too late in the day?
The oldest face of Indian automobiles is set to get a radical makeover with a new design and styling. But not many are convinced whether nostalgia and the latest move by Hindustan Motors (HM) would be enough to ensure a smooth ride for the Ambassador (Amby) in future.
Many say that the Amby is to Indians what the iconic Volkswagen Beetle is to Germans. But the similarity ends there. While Europe's largest car manufacturer has painstakingly resurrected the original 'People's Car', making it one of the most popular small cars ever made, the Amby has had a neglected past.
The biggest problem is while the Indian auto market has changed completely, HM has remained in the past for far too long, giving almost a free run to newer models from nimble-footed competitors.
India's top automobile designer Dilip Chhabria says, "It's an uphill ride. Apart from some very timid efforts, they haven't done anything to it for decades. Being an icon is what has powered Amby sales since 1950's. I believe the company should treat it the way Porsche has treated the 911, and BMW has treated the Mini."
K.Venugopal
23 April 2011 16:44:07
There is still a huge population in India for whom the Ambassador would bring undiluted nostalgia. Therefore the design should not change. Other aspects should incorporate the latest technology. No doubt a new generation would find something ethereal about its design and it would be a runaway hit.
