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India.
AMBASSADOR - It has been in production since 1958 with few
modifications or changes and is based on the Morris Oxford III model, first made by the Morris Motors Limited at Cowley, Oxford in the United Kingdom from 1956 to 1959.
In 1980s and mid 90s a man getting out of a Ambassador was easily
assigned to a social status. He was either in public service or a politician. All the government vehicles were Ambassadors for the good part of pre2000 era.
It was the first car to be manufactured in India, only automobile to ply Indian
roads for more than five decades, had carved a special niche for itself in the
passenger car segment.
Dependability, spaciousness and comfort factor made it the most preferred car
Ambassador was not up-to the mark in design and performance compared to
It just failed to re-invent, align with the audience and update its external features.
The weight of the car would probably be the same as any modern sedan but
lacks in evenly distributed weight and does not provide appealing contours
Product The product itself had some major issues, which if resolved
the company failed to judge the market and price its products competitively,
on word-of-mouth publicity.
Place Ambassador was never available as freely as its competitors
products, with not more than one dealer in the sub-major cities.
Segmenting The segmentation of consumers was not done, the same product
institutions and cab companies and not general public. Later on many ambassadors were used for cab purposes and moved out of consumer segment.
Positioning Positioned as a government or commercial vehicle only. Rattling sounds and rusting was a common problem faced by its owners. The fall of Ambassador from a leadership position to a marginal player is a