The document summarizes the product life cycle of the Hindustan Ambassador car in India. It describes the origins of the car as a license-built version of the Morris Oxford III in 1958. Over several decades and models (Mark I to Mark IV), few changes were made to the car's frame. In later phases (1990s onwards), more changes like new engines and cosmetic updates were introduced in models like the Nova, 1800 ISZ, and Classic. The most radical revision was the Avigo launched in 2004, which had a new design but retained the rear. The Ambassador has been in continuous production since 1958.

1. Product life cycle management of
Ambassador Car
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2. Product life cycle management
Product life cycle management (or PLCM) is
the succession of strategies used by business
management as a product goes through its life
cycle. The conditions in which a product is sold
(advertising, saturation) changes over time and
must be managed as it moves through its
succession of stages.
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3. Introduction
The Hindustan Ambassador is a car manufactured by Hindustan Motors of India. It has
been in production since 1958 with few modifications or changes and is based on the
Morris Oxford III model first made by the Morris Motor Company at Cowley, Oxford in
the United Kingdom from 1956 to 1959.
Despite its British origins, the Ambassador is considered as a definitive Indian car and is
fondly called "The king of Indian roads". The automobile is manufactured by Hindustan
Motors at its Uttarpara plant near Kolkata, West Bengal. It was the most popular car in
India and is perceived to be best suited to the harsh Indian terrain due to its very good
suspension. Its iconic status was helped by the fact that it was the preferred means of
conveyance of India's political leadership, including the Prime Minister of India, before
they moved on to other luxury cars and SUVs. In 2002, then-Indian PM Atal Bihari
Vajpayee started traveling in an armored BMW 7 Series for security purposes. However,
some prominent Indian politicians, such as Sonia Gandhi, continue with their preference
for the Hindustan Ambassador
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4. Origins
When the Birlas wanted a new model to replace their already old Hindustan models
based on Morris Oxford Series II (Hindustan Landmaster), they scouted for the then-
new Morris Oxford Series III. The car initially came with a side valve engine but was later
improved to an overhead valve engine. Also the car at that point was quite an
innovation with a fully enclosed monocoque chassis, which is why it is spacious inside.
Hindustan Motors Limited (HM), India's pioneering automobile manufacturing company
and flagship company of the C.K. Birla Group was established just before Indian
independence, in 1942 by B.M. Birla, commencing operations in a small assembly plant
in Port Okha near Gujarat,
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5. Evolution
The Amby, as it is affectionately called, has been in continuous production since its
inception, with very few changes to its frame.
In 1948, Hindustan Motors shifted its assembly plant from Port Okha in Gujarat to
Uttarpara in West Bengal's Hooghly district and strengthened its manufacturing
capacity in the automobile segment.
The 1954 Morris Oxford series II in India was licence-built at Uttarpara, (Hooghly
dist.), West Bengal, three years after its debut in England and labelled as the 1957
Hindustan Landmaster. It had a rounded rear squab and a curvaceous sloping hood.
Engaged in the manufacture of the Ambassador, Contessa and utility vehicles like
the Trekker, Porter and Pushpak, the plant also has to its credit, many innovations
and improvements in the automobile industry in India. Hindustan Motors is the only
manufacturing facility in the world to manufacture parts for Bedford trucks
currently.
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6. Ambassador Mark I to Mark IV
The Amby, as it is affectionately called, has been in continuous production since its
inception, with very few changes to its frame.
In 1948, Hindustan Motors shifted its assembly plant from Port Okha in Gujarat to
Uttarpara in West Bengal's Hooghly district and strengthened its manufacturing
capacity in the automobile segment.
The 1954 Morris Oxford series II in India was licence-built at Uttarpara, (Hooghly
dist.), West Bengal, three years after its debut in England and labelled as the 1957
Hindustan Landmaster. It had a rounded rear squab and a curvaceous sloping hood.
Engaged in the manufacture of the Ambassador, Contessa and utility vehicles like
the Trekker, Porter and Pushpak, the plant also has to its credit, many innovations
and improvements in the automobile industry in India. Hindustan Motors is the only
manufacturing facility in the world to manufacture parts for Bedford trucks
currently.
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7. Ambassador Mark I to Mark IV
Mark I Mark III
Mark IV
Mark II
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8. Ambassador Nova
Ambassador Nova was launched in early 90s in two variants- a 55 bhp petrol
powered Deluxe version and a 37 bhp diesel powered Diesel DX version.
Ambassador Nova had a newly designed steering wheel, new steering column,
better brakes and electricals. Also it had some cosmetic changes which included
a new radiator grill also.
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9. Ambassador 1800 ISZ
In an attempt to increase its appeal,in 1992 another version was released. Dubbed the
Ambassador 1800 ISZ, this model featured a powerful 75 bhp 1800 cc Isuzu engine and
a 5speed gearbox, and also had the option of bucket seats, as opposed to the earlier
bench seats. Also, the entire dashboard was redesigned. Instrumentation panels were
shifted from the centre of the dashboard to the right, behind the steering wheel. Seat
belts became mandatory. At that time no Indian cars had such a powerful engine and it
was the fastest car of that time.
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10. Ambassador Ambassador Classic
After the millennium renovation project at the Uttarpara Plant, the Ambassadors
released were renamed as Ambassador Classic. These models feature a redesigned
dashboard, polyurethane seats, pull type door handles and the steering column gear
lever was replaced by floor shift gears and had a tweaked up suspension. The higher
end models featured servo assisted disc brakes and power assisted TRW steering.
Hindustan Ambassador Classic on
the streets of Kolkata
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11. Ambassador Avigo
Its most radical revision, a part of a brand revitalization kicked off in the middle of
2003, was the Avigo (a break from the Ambassador marque indicating a different
marketing strategy), launched in the summer of 2004. The revitalization consisted of
the Ambassador Classic of mid-2003, the Ambassador Grand of late-2003, and the
aforementioned Avigo, designed by Manvindra Singh. Car enthusiasts, however see
this as a desperate attempt to claw back the dwindling market share. Notable
influences on the new design include the new Mini, and even the Porsche 356.
However, the most overpowering influence on the front and bonnet has been that of
the original Landmaster series (also based on Morris Oxford). The rear of the car has
been left untouched, and this leads some to feel that the car is not really different
from an Ambassador. Retro-car enthusiasts would have preferred a rounded back
(without the small fins), while as a current car, the regular-look Ambassador is very
good itself. The Avigo, however, has much more classic-touch internals, like a centrally
mounted console (like the Mark IV models), beige colored seats and wood-grain
interiors
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12. Engines
In the early 1990s, the old BMC 1.5L petrol engine was replaced in favour of an Isuzu
1.8 litre engine and became the fastest production car in India, beating Fiats, and the
Maruti Suzuki cars at that time. The engines currently available are the 1.8L 75 bhp
MPFI petrol engine and a 2.0L 50 bhp Isuzu diesel engine.
Extended version
Many local customisers offer stretched versions, though they are not very popular. One
such manufacturer is Parikh, whose effort is called the "Ambylimo"
Customized version
Car designer Dilip Chhabria created a concept inspired by the Ambassador. version,
the Ambierod. This car is not manufactured by Hindustan Motors nor is it based on
the ambassador. Several styling ques however have been borrowed from the
Ambassador.
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13. Ambassador
First phase Mark IV
Ambassador
Avigo
Second phase
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14. Thank You
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