The news that the Ambassador is likely to make a comeback in a new avatar has left the car’s lovers super duper excited
By Mehre Alam
Those who grew up in India before the turn of the new millennium often get nostalgic at the very mention of ‘Ambassador’. The car they now call ‘iconic’ or ‘great’ in the hindsight was more than that – it was an intrinsic part of the Indian family.
There is this parable of yore of the elephant and the visually-impaired men. With help from their smart canes, these men touch and probe different parts of the animal’s body. And each one comes up with his own interpretation of what that ‘object’ is. The Ambassador evoked a somewhat similar feeling. It embodied different meanings to different people. A family car it was for sure, at the same time fighting fit for commercial use. And, of course, its use by government offices lent it that very, very “official” touch.
The recent news that the iconic car is likely to make a comeback in a new avatar has left Ambassador buffs super duper excited.
Automotive veteran Sudip Kumar Basu cannot help hide his glee. “I am excited about the reincarnation of one of India’s finest, the Ambassador. With the surge of electric vehicles (EVs) in the automotive market, combined with the love people in India have for this vehicle [Ambassador], it’s bound to be lapped up by consumers, provided the automaker maximises its engineering efficiency.”
Basu, who’s has had more than 50 years of experience in the automotive industry, adds: “The world is moving towards a more sustainable future and the automotive industry’s contribution towards this is in designing lighter vehicles, meaning minimising material consumption while maximising range.
“The historical Ambassador is known for its heavy weight and massive footprint that would not bode well in today’s market. Hence, the new model, which is due to come out in two years, must address these concerns first before the vehicle is launched. Thanks to the historical significance of this car, I am eager to see how it fares vis-a-vis other automakers in India who are pushing the boundaries of engineering.”
Glorious Years
Owning an Ambassador in its glorious years used to be such a status symbol for people. Senior journalist Lakshmana Venkat Kuchi points out how, “having learnt driving on an Ambassador, the experience will always be unforgettable for me, and countless people of my generation, am sure. Leave alone owning an Ambassador (which neither me nor my father could own ever), even if someone known to us visited us in an Ambassador, we used to generally feel proud and exclaim ‘my uncle owns the car’ and, wear the vibe proudly around us, when living in a government servants colony in New Delhi in circa 1970’s and 1980’s.”
Agrees Ramesh Kumar, the author of the books 10,000KM on Indian Highways, Naked Banana!, and An Affair With Indian Highways. “It was a status symbol anywhere in India in the pre-Maruti days. I recall a major squabble in the family in the late 1970’s over Amby [Ambassador] vs Fiat. They were the only passenger cars in our country. Amby won hands down. Reason: space. And comfort.”
Maruti Factor
He adds: “Had Maruti not happened, Amby would have ruled the roost for longer. But it had to exit. Otherwise, what we see on Indian roads would not have happened. If Amby stages a comeback in whatever format, … EV or otherwise, it will have a tough fight to manage.”
A social media post, meanwhile, has this suggestion to offer: “Since now you are relaunching the brand, make it pure EV… I know it would be a niche segment but it will grow over years and you will have a unique proposition which no one else is proposing in the market.”
According to media reports, the new Ambassador will be manufactured at the Chennai facility of Hindustan Motors. Peugeot and Hindustan Motors, according to the reports, are working on the engine and design of the new ‘Amby’ that will be launched in 2024.
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Mehre Alam is a senior journalist currently working as a Consulting Editor with the Qatar Tribune newspaper. He has worked in senior positions at publications in India and abroad including Hindustan Times, Khaleej Times, The Times of Oman etc. He can be reached at mehrealam@gmail.com
Great insight onto the revival of the classic ambassador, excited to see it back on the streets.
Great article. 👌
Nice to c n read about no.1 car for both city n rural area n the sarkari car.
Great to hear the Great beauty of a glorious India which was the favoured vehicle of all Ministers and the VIPs, making a comeback.
Life is not about living in the fast lane. It’s about living in style and none to beat the Ambassador there.
This was a delight to read!
Ur article while giving me a sense of great pleasure that the Ambi will coming back also took me to the nostalgic memory lane. What car it was ,specious to accommodate as many as u want ,no chick chick of service bcz it was available on every corner and in true sense it was “Neighbor ‘s envy Owner’s pride.well written Mehar sir
Ur article while giving me a sense of great pleasure that the Ambi will coming back also took me to the nostalgic memory lane. What car it was ,specious to accommodate as many as u want ,no chick chick of service bcz it was available on every corner and in true sense it was “Neighbor ‘s envy Owner’s pride.well written Mehar sir