However, the Standard Herald, with all its unique features, could not create any strong impress in the Indian automotive market. Factors such as design and engineering were key, but the marketing and brand positioning side tends to be ignored. Automotive marketing in India was still in its infancy in the 1960s and 70s with very few channels and a consumer that was not very aware. It was a British design adapted for its Indian production, and could have been positioned as a premium, aspirational product. But how well did this get communicated to the Indian consumer? That being said had the car not failed to move at the first London Auto Show to kick off the 1960s, this car could have had some strong marketing angles from its tight turning radius and easy maintenance access. Secondly, it’s sporty design would have appealed to a younger demographic. But the question remains whether more aggressive, more targeted marketing strategy could have turned the Herald's fate in India, where it was competing with well established brands such as Ambassador and Fiat.