Force Motors Launches Force One To Enter SUV Segment

Published: Tuesday, July 5, 2011, 16:25 [IST]

Force Motors Limited, the Indian commercial vehicles manufacturers has finally entered the passenger vehicle segment by unveiling the Force One sports utility vehicle. The Force One will be priced around Rs.13 lakhs to Rs.15 lakhs making it more expensive than the Tata Safari and the Mahindra Scorpio. It remains to be seen if the Force One can justify its high price once it is launched in July. The image released by Force Motors does indicate an upmarket look.

Force Motors Managing Director Prasan Firodia said the company was aiming to sell 4,000 units of the Force One in its first year. He said: “Our core business remains commercial vehicles that are our bread and butter. This is another vertical being created as the market is growing. In the segment, long term potential is seen though economic factors are not showing very positive indications at present."

The Force One SUV will be powered by a 2.2litre, 140bhp CRDI diesel engine developed by Mercedes-Benz. The SUV will be equipped with projector headlamps and running lights up front along with many other premium features such as dual rear AC vents, cruise control steering mounted controls and a driver information system.

Force Motors has invested about 1.5 billion rupees, over the last 12-18 months, in its plant to manufacture SUVs in Pithampur, Madhya Pradesh. The plant has an installed capacity of 12,000 SUVs, which can be ramped up. The Force One's production will be 75-80 percent localized whereas other materials like the interiors and sheet metal stampings will be imported. The company whose primary products are commercial vehicles is expecting SUV sales to constitute 25-30 percent of its total sales in the short term.

Article Published On: Friday, June 24, 2011, 17:00 [IST]

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