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Hindustan Motors To Get Ambassador Back
Auto experts feel that Ambassador's technology is obsolete and after the entry of Maruti Suzuki, Hyundai and Tata Motors, Ambassadors lost the race because the modern cars are lighter, easy to use and also features richness.
According to Manoj Jha, managing director of Hindustan Motors, the 'Amby' will get a new design through a European design house to make the car, a combination of 'retro design and cutting-edge technology'.
HM is gearing up to launch the new Ambassador next year and the car will be rolled out by August 2011 with prices ranging from Rs. 5 lakh to Rs. 7 lakh. HM wants the new car to be a trendy contemporary product and will also continue to sell the existing Ambassador as such. Just like its company, auto experts also believe that this will be the last step for making the Ambassador survive in the huge Indian car market.
The Ambassadors' relaunch could be a make-or-break move for Hindustan Motors, which posted losses of Rs 43 crore last fiscal and had to inform to the Board for Industrial and Financial Reconstruction as its networth eroded more than 50%.
Many automobile experts feel that Ambassador's sales can go upto 2000 units from the mere 400-500 units it does now, provided, the car is restructured in departments such as suspension and transmission. As many people like the sofa like rear seating style, the new Amby may retain it. The only bit of modern engineering Ambassador has fetched is the Isuzu engine. But for a company which is posting losses, investments for the R&D will be minimal and hence, not all of the Amby's design and structure could be altered.
Most of the top executives of HM have left the office in the past couple of months. HM's future lies in the success of the new 'Ambassador'. Will the new 'Amby' make HM write a story of success similar to how Royal Enfield has done it in the recent years? Lets wait and watch!
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