The Hindustan Ambassador is Penguin India’s ride of choice for a cross country celebratory drive!

The venerable Hindustan Ambassador, one of the most recognizable set of wheels in India, has been chose by book publishing house, Penguin India, as its celebratory mascot for a cross country drive. Penguin India will undertake an all India drive in the Ambassador, whose capacious boot will be filled with books published by Penguin as a part of its 25th anniversary. The Penguin emblazoned Ambassador will roll into the major metros of India, where eminent authors will join it for book reading sessions a various landmarks and famous book stores.

A Hindustan Ambassador car emblazoned with the Penguin signage

A Hindustan Ambassador car emblazoned with Penguin India signage

With paperbacks being fast replaced by digital copies and ebooks across the world, Penguin’s latest effort to hop on to the Ambassador to popularize reading amongst the Indian youth seems ironic as the Ambassador, though a legend in its own right, is on its way out with sales plummeting to new lows each passing month. That said, India continues to be the few markets in the world where paperbacks and print magazines still continue to sell briskly, with ebooks still not really making the cut in the country, with one of the highest youth population in the world.

A Hindustan Ambassador car emblazoned with Penguin India signage

The Hindustan Ambassador is currently sold in petrol, diesel and CNG variants. Last year, Hindustan Motors gave the Ambassador a refresh of sorts by giving the car a brand new dashboard and interiors. Also, a vital safety system in the form of ABS was made available on the Ambassador. The Hindustan Ambassador still continues to retain its traditional strengths of spaciousness and cheap spare parts although it would need much more than this to be suitable competition to the newer cars. Hindustan Motors is said to be working on a major revamp of the Ambassador along with common rail diesel engine technology also on the anvil.

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