The New Amby: The Second Debut

Atanu Adhikari and Srabanti Mukherjee
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Atanu Adhikari: Indian Institute of Management Kozhikode, India
Srabanti Mukherjee: Indian Institute of Technology Kharagpur, India

Asian Case Research Journal (ACRJ), 2019, vol. 23, issue 01, 39-63

Abstract: Ambassador, a product by Hindustan Motors previously deemed the “King of Indian Roads” has lost its clout with the emergence of the New Economic Policy in India (1991) because of resistance to change and lack of marketing orientation. Not only did the new corporate entrants appear as threats to them, but the consumers’ changing demographics, needs, and preferences also went against the company. Therefore, Ambassador, the elegant Indian mystic, was pushed to the taxi segment. But the taxi segment was gradually populated by competitors such as Maruti Suzuki or Tata Indica. The Ambassador brand had again gone into limbo. As a final attempt to survive, the company planned to bring in the New Amby Sub-4 Meter in 2013. However, the managing director was in a dilemma whether to position it as a taxi or a passenger car and what should be the marketing strategy for it.

Date: 2019
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DOI: 10.1142/S0218927519500020

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