After Peugot’s recent acquisition of the iconic Ambassador brand from Hindustan Motors, rumors has started circulating that Peugot is likely to launch a new version of the car. In a recent statement, Rajeev Shah, managing director and chief executive officer, RBSA Advisors, said about the acquisition and possible launch, “This is purely a brand sale. It includes the Ambassador with its variants. Peugeot is likely to relaunch the brand with multiple variants,” he told the newspaper.
If the company launches the brand, then the new cars will be targeted to compete with likes of Hyundai Xcent, Honda Amaze, Honda City, Volkswagen Vento and Maruti Suzuki Swift Dzire.
Regarding the possible indented market, Rajeev Shah also said, “Every year, 40-50 models of passenger vehicles are launched in India. The Ambassador brand, on the other hand, is deeply ingrained in the psyche of consumers. Peugeot would like to make it the Rolex of cars.”
The history of the Ambassador cars go back to as early as 1957 when British Company Orris Oxford designed the car that for a long period of time served as a status symbol in the country. But recently, due to lack of demand caused by much more attractive designs, Hindustan Motors was forced to sell the brand and it’ll be intriguing to see how Peugot decides to use the design to compete with other brands given that cars’ design have changed a lot in the recent years and the once great design is no longer relevant in the market.
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