Ambassador-King of Indian Roads

The Ambassador has ruled the Indian Roads till the 80s and has been the car which symbolized India for long. But in the last two decades, other Indian and Foreign car manufacturers moved in at a rapid pace with large number of car variants placed and priced aggressively. Ambassador, though a sturdy car with competitive mileage and new ISUZU engine, has slowly lost the market to its competitors. Hindustan Motors is facing a dipping down monthly sales figure and needs to reposition ambassador at the earliest. We found that ambassador is facing few challenges in form of stigma, less awareness and design based discontent due to which ambassador does not fall into the consideration lot of consumers. In this report we have presented the positioning strategies to cater to specific target customers so that we can revive the product life cycle of ambassador. The car has been always considered for its high functionality value with high torque capability, sturdiness, and safety positioning. Our research provided us with insight on the nostalgic and retro value this brand carries. Based on that we have defined the segments and the target customers for ambassador and how the new positioning can help to boost the sales figure. The new positioning is based on these two USPs and target at two niche segment. We have identified that Ambassador can be an appropriate carrier for the foreign tourists to give an Indian experience worth remembering even during travelling. Other niche market to cater is the safety vehicle segment which is quite unattended in India. Then we have detailed on the media mix required to support this repositioning. The re-launch of ambassador will carry an apt message to fetch the brand equity of ambassador.
Back ground
Hindustan Motors Ambassador: It’s the first Indian car to hit the road and is fondly called as “The King of Indian Roads”. The first ambassador was rolled out in the year 1958, and from then onwards this is the only automobile to ply