Ashok Leyland (A): Reaching For the Stars – Embarking on a New Vision and Strategy

This case documents the history of Ashok Leyland (AL), India’s second largest commercial vehicle manufacturer, and documents its growth and trajectory until 2007, when the company adopted its new vision of more than double the size in a fairly mature industry. . The challenge the case poses for students is to understand how the company, seen as a small player worldwide and a regional player even within India, can fulfill this ambitious vision.

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