‘Ambassador brand an asset’

An Ambassador car at Palavakkam Beach, Chennai.

An Ambassador car at Palavakkam Beach, Chennai.

French automobile major Groupe PSA has said that all options are open on relaunch of the iconic Ambassador brand which it had acquired from Hindustan Motors (HM) recently. It has not decided what form the brand should take but it is clear that it will not disrespect Indian consumers, a top official said.

“We want to be inspired by you. For us, Ambassador is an asset, of course. We understand what it represented in this country in terms of status, comfort and reliability,” said Carlos Tavares, chairman, managing board, Groupe PSA, at a media round table.

Asserting that they do not want to make anything that would be misaligned with the emotions and expectations of the Indian consumers, he said: “We are too young in this market to be able to have a clear cut opinion about how we should use it.

Market understanding

“So, what we have decided is to keep it [Ambassador] in our hands and try to understand the market better while at the same time look for better opportunity for aligning it with Citroen brand. It could very much bridge the past with the future,” he said.

HM stopped producing Ambassador cars in May 2014 citing debt and lack of demand. Later, it was sold to Groupe PSA. Asked whether the Ambassador would be exported, he said: “Everything is open. We have it in our pocket. We will use it when we think it is right to do so,” he added.

To a question on whether the Ambassador would be rolled out as an electric car, he said it was a good idea that could be explored.

He said India would be used as a base not only for producing cars and components but also sourcing products for the Indian as well as export markets. The group also looked at India as an engineering hub, setting up a purchasing team to satisfy global needs.

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Printable version | Sep 28, 2022 2:01:20 pm |