The Car that has had the longest product life cycle, with the exception of Volkswagon Beetle, is planning an extension of its long long PLC well into the sixth decade of existence. The car that symbolised everything that is wrong with Indias economic policies of 60s and 70s continues its saga.
The Amby simply refuses to die. The iconic car that draws its lineage from Morris Oxford series II (Landmaster) and series III (Ambassador) is set to undergo the most ambitious makeover ever with heart as well as cosmetic surgery lined up to revive its sagging popularity. Though Hindustan Motors will continue to manufacture the current Ambassador for the taxi segment, it expects the new avatar to become the bread-earner for the company in 3-5 years. "The new Amby will have a retro design and sport cutting-edge engineering to compete on comfort and value for money. Overseas experts have been roped in for the metamorphosis. The new version will be ready by January-February 2011 for test trials and is expected to undergo validation by May so that commercial production can begin next July," chairman C K Birla told TOI on the sideslines of the AGM on Tuesday. While the platform and overall dimensions will be retained, the exteriors will be comprehensively redesigned by auto styling experts from Europe. MD Manoj Jha said the new car will look very different from the current Ambassador. "The new car will be a sibling of the Ambassador but the change will be so holistic that it will be a completely different vehicle. Apart from the new-look retro exterior, the interiors will be revamped. It will be powered by BS IV-complaint and BS V-ready 1.5 litre and 2 litre di-esel as well as petrol engines that are powerful and fuel-efficient. Overseas technology firms are working on each aspect of the car to ensure the vehicle is on a par with cont-emporary vehicles on Indian roads in terms of built quality and reliability," he said.
Some people never learn. Do they?
