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AFTER the launch of the Ambassador Grand in August this year, Hindustan Motors is gearing up for the launch of another variant, the retro Ambassador, by the year-end. Though company officials are silent on the name
of the new model, it is believed that the retro Ambassador will be named
Avigo.
"The retro Ambassador will be a fashion statement with qualities of comfort, safety and style built into the product. The new variant of HM's old workhorse is being positioned as the car
for 'people with attitude' and targeted at government babus, private sector employees and the younger generation," HM's general
manager-corporate communications Soni Srivastava told ET.
While Ambassador Grand, with its contemporary features, is a testimony to the efforts in
reviving the brand, the new variant is being positioned as one with technological upgradations worked into the core design, the official said.
Ms Srivastava said pricing details were still being finalised for the details were petrol versions of the new model. It is estimated that 'Avigo' will be priced marginally above Rs 5 lakh. HM had
introduced 137 new features in the Grand, while the features in Avigo would include improved
upholstery, power steering, power brakes, remote shift gear, new grille and transparent
headlamps.
With monthly sales of above 1,000 units per month, HM sold 13,119 units of Ambassador and
7,635 vehicles of Lancer in 2002-03. Ms Srivastava said the company expects to sell about 2,000
Ambassador Grands before March 2004. About 65% of Ambassador sales come from the taxi
segment, while institutional purchases account for another 16%.
Meanwhile, the successful launch of Lancer Exel in a limited version has prompted HM to
prepare for the launch of a new powerful version of Lancer in the first quarter of 2004. The
limited version of Lancer has 200 units for sale, for which the response from the western
region has been encouraging, Ms Srivastava said.
Embarking on an aggressive growth strategy, HM is placing enhanced focus on dealer network
expansion to support Lancer's growth. Under the new format, the company's sales, service and
spares activities are being clubbed under one roof to provide one-stop service to the
customers. From a network of 40 dealers, the company plans to expand the dealership to 60 in
two years time.
HM has also strengthened its position in the passenger mini bus segment with the launch of
the Cosmo in Madhya Pradesh and Kerala. To push sales in the segment, HM is rolling out
factory-built bodies for rural transport vehicles, unlike the previous practice of pushing chassis
into the market. The Cosmo model will be launched in Punjab and Tamil Nadu before March
2004.
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