The Ambassador has been a cultural phenomena in India for over 35 years. This month production of the Ambassador has been suspended “indefinitely because of low productivity, mounting debts and lack of demand”.
The big question is why. It’s simple, unlike other car brands’ designs that change and improve with the times, the Ambassador’s design (that was based on the UK’s Morris Minor – defunct for many years) has not been changed it’s entire life! It has arrogantly held onto the top slot for years, but now sexier models have rapidly ate into the Ambassador’s dominance.
This fall from favor has been caused by a classic lack of brand management that moved with the market for sexier and modern designs. The curvacious Ambassador’s has lost the core of its meaning to customers with no brand essence, a lack of leadership directing change, limited talent supporting the brand/leadership and a culture of laziness in keeping a breast with modern times and modern car design!
Ambassador’s plight proves that if you don’t like change you will like irrelevance even less. Can the Ambassador’s fate be course corrected? Even if they try it’s too little too late for the Ambassador. As some pundits say in its present shape the Ambassador hasn’t got any chances of revival. Another brand bites the dust.