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'Car for the New Millennium': Ambassador on a comeback trail

Veeresh Malik in New Delhi

India's long-time car-maker Hindustan Motors, famous for its Ambassador car, is catching up with the fast-changing auto market.

It hopes it will succeed in nudging the mid-size semi-luxury car segment to price its units below Rs 400,000 bracket. The plan is to make a Euro-norms-fit car itself and sell it at that price, so that others will fall in line. HM has also extended the life of the 1952 Morris Oxford vintage car.

The company has recently carried out trials on the new HM Ambassador successfully. The car retains the same old body shape, with minor changes to the parking lamps, grill and door handles externally, and re-positioning of pedals as well as other interior fixtures. It is expected to be formally launched by July 1999.

But the main changes, which are not visible, have to do with the introduction of a multi point fuel injection system on the existing 1800cc petrol engine by Isuzu, and the production of body parts stamped by the new dyes imported from Taiwan.

HM has also decided to continue with the manafacturing of the Ambassador after market research and consultants concluded that car-makers world wide were reverting back to higher entry/exit and upright seating positions. The round shape of the Ambassador's main cabin is another plus point, in as much as most new car designs seem to be going the same way, too. The only thing going against it is the perception of being ancient/conservative.

That apart, the import of new stamping dyes should provide this Indian automobile icon, with a fit and finish which should match any other new rival. The improved bodywork is already visible on the new Ambassadors being sold lately, especially around the rear.

HM sources inform that prices shall not be increased. The Ambassador will be made Euro-II fit, complete with the multi-point fuel injection syste. HM sources said exports may rise as several enquiries from Japan and European countries are likely to translate into buy orders.

The development may set the benchmark for all the other new cars in the segment which is expected to sizzle in India in the next few months, with the launch of the Hyundai LC and the Ford Ikon. HM insiders say if the new models of other companies are priced over Rs 400,000, the consumer may opt for the export-worthy Ambassador at below that price.

"With its large-size wheels, ample rear and front seat space and, most of all, its across-the-board acceptability, this may well be the car for the new millenium in India," a dealer said.

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