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Opinion: When does an auto badge want a revival? | Autocar India

Written by Rashmi

There’s discuss of the Ambassador identify making a comeback. However what decides a model’s profitable return?

There’s been plenty of discuss lately concerning the Ambassador coming again. Attention-grabbing photographs have cropped up about what its new electrical avatar may appear like. Many within the press have been a bit confused about all the episode, pondering that Hindustan Motors nonetheless owns the model. The corporate, by the way, is speaking about an electrical two-wheeler. And it can’t be known as “Ambassador” as Stellantis owns the model now.

Whether or not HM or Stellantis, why would one wish to revive the Ambassador model within the first place? Do Indians miss it? Did it go away on a excessive? Is its DNA related for tomorrow’s India? The extra basic difficulty is, what precisely permits for a profitable rebirth or revival of an auto badge?

Market misses it

Using to the GM workplace in Detroit in 2007, the cab driver informed me, “If you’re assembly senior guys there, ask them to convey again the Camaro.” Voila, in three years, the muscle automotive was again, in its fifth technology. I’m certain the cab driver was one in all its first prospects. BMW reviving the Mini is one other instance. A badge is revived if the market misses it actually unhealthy. It might need been discontinued for monetary causes, however its loyal following ensures it’s introduced again the second the solar shines!

Recasting relevance

Take the case of the Citroën Ami. It was revived after 42 lengthy years in a totally new context, as a superb electrical quadricycle. The DNA stays of being a ‘buddy’ of the trendy mobility seeker, whether or not in 1972 or 2022. The Chetak being introduced again by Bajaj as an electrical scooter is the same instance. Badges may be revived in the event that they left on a excessive be aware and are recast within the current day’s wants and wishes. 

Reviving the automaker

My favorite instance is Nissan with the Z-type. Beginning with a bang in 1969, the badge misplaced its manner within the 1990s being restricted to Japan solely. In 2001, a sure Carlos Ghosn introduced, “We’ll construct the Z and we’ll make it worthwhile.” The 350Z, whereas being a tribute to Yutaka Katayama (Mr Ok), really helped revive all the Nissan model internationally. That is when a product badge turns into a talisman for the automaker! There have been related revivals like MG and Borgward, the previous working very nicely, whereas the latter is but to make a mark.

Portfolio technique

That is when an automaker brings again a model to reinforce a proposal in a section to outflank competitors. Nearer house, we have now seen the Hyundai Santro being introduced again for that objective, together with the i10, although it’s now making manner for a cross hatch to tackle the Tata Punch.

These are the 4 strategic explanation why a model or a badge is introduced again and taking a look at these, I don’t suppose the Ambassador matches the invoice. The Zen? Properly, that’s alternative squandered on the Estilo.

About the author

Rashmi