Abstract
The Standard 2000 was one of India’s most ambitious attempts to manufacture a luxury car, which failed to capture the imagination of the Indian consumer. Produced by the Standard Motors Company in the 1980s, the car was meant to challenge the dominance of international luxury car makers like Mercedes-Benz, Toyota, and Honda in the Indian market. Despite its high aspirations, the Standard 2000’s failure remains one of the most significant stories of missed opportunities in the Indian automotive sector. This case study delves into the rise and fall of the Standard 2000, exploring the strategic mistakes, market dynamics, and key lessons for the Indian automobile industry.
Questions and Answers
1. What were the key factors that contributed to the failure of the Standard 2000?
2. How did the economic environment of India affect the success of the Standard 2000?
3. What lessons can be drawn from the failure of Standard 2000?
4. How could Standard Motors have repositioned the Standard 2000 to make it more successful?