This is not the first time an auto maker has relaunched a classic car model with modern updates. The Mini Cooper and Volkswagen Beetle have been successfully modernized. One of the candidates for such relaunch could be The Standard Herald, which by its design and historical significance in India, is worthy of such an attempt. In order to be a modern Herald, a modern version would probably need to include modern technology, safety features, and performance standards, while keeping the spirit of the original’s one of a kind design. That would go into a market that is very different from the 1960s-70s, where the Indian consumers now have a much larger exposure to global brands and have higher expectations in terms of features and quality. In India, cars like the Maruti Suzuki Swift have been on the retro modern aesthetic for some success. But in a crowded market for the Herald would be competing against established players and would need to find its own niche. An interesting question to ask is whether a relaunched Herald could win over the imagination of modern Indian car buyers, as a niche or lifestyle product.