Peugeot Buys India’s Iconic “Ambassador” Car Brand

French automobile conglomerate PSA Peugeot Citroen (also known as the PSA Group), finalized a $12 million  deal to acquire Hindustan Motors from parent company the C.K. Birla Group.

Once known as the ‘King of Indian Roads’, the Ambassador car brand is the most iconic car of India. Modeled after the British car Morris Oxford III, this car was first manufactured in 1958, and in 2014 production was shut down.

Ambassador Car

The PSA Group, which owns the Peugeot, Citroen, and DS Automobile marques, established a partnership with the C.K. Birla Group in January 2017 to enter the Indian automobile market. The joint venture, with a reported initial investment of $112 million, will see the French company set up a factory in Tamil Nadu to manufacture around 1,00,000 vehicles each year, reports Your Story.

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Posted on by Gunjan Bagla
Gunjan Bagla
California-based management consultant Gunjan Bagla runs Amritt, a consulting firm helping American companies to succeed in India. Amritt is the trusted advisor for India market research, India business development, India market entry, Global Engineering, Global Technology Scouting, India R&D and Open Innovation. Gunjan is author of "Business in 21st Century India: How to Profit Today from Tomorrow’s Most Exciting Market" (Hachette Book Group, 2008), Amazon's top rated title on the subject. He has appeared as the India Expert on BBC Television, Bloomberg TV, Fox Cable Business and has been quoted in the New York Times, the Los Angeles Times, the Hollywood Reporter and Business Week for his expertise on India.

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