Abstract

The Ambassador car began operating in India pre-independence and by the sixties and the seventies it earned an iconic car status, the much sought-after car representing officialdom and meant for the Indian terrain. It was an inseparable part of Indian urban lifestyle. By early nineties, lack of design upgrades, fierce competition from indigenous cars and the entry of foreign made cars, Ambassador started losing its shine to make sales. By 2013 only five cars a day were made and the market share drastically dwindled while the plant was running in losses. In May 2014, after seven decades of the car being rolled out, its production plant was shut down. CK Birla Group, the owner of Ambassador, was looking for a strategic investor to solve its financial situation. It was an opportune time when the French car maker, the PSA Group was looking at expanding to emerging markets like India. The two Groups struck an acquisition deal for Rs. 80 crore and another Rs. 700 crore for setting up a new plant and produce at least hundred thousand cars a year. The case opens questions for discussion on whether; the PSA group can revive the Ambassador car and its brand in spite of being unsuccessful before.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Recognize the importance of brand heritage
• Differentiate between need for brand’s modernity and brand’s heritage value
• Demonstrate the brand life cycle
• Appraise the importance of a strategic alliance

Keywords

Acquisition,Joint Venture,Brand Revival,Brand Fanatics,Indian urban lifestyle,Brand Heritage,Nostalgia,Technical improvements,Car design,Ambassador,Peugeot,Acquisition