Force Motors plans major passenger vehicle drive

24 Jun 2011 Evaluate

Force Motors, which currently makes only commercial vehicles, expects to launch a multi-purpose vehicle (MPV) in 2012 that will be positioned above the Toyota Innova, besides re-launching the ‘Gurkha' open off-roader with a premium package. The fourth product will be a second SUV positioned in the premium end of the market.

Force One SUV, the first product in its passenger vehicle portfolio, will initially be launched as a single variant. However, it would later see more variants, including an all-wheel drive version. Positioned between entry models such as the Mahindra Scorpio and Tata Safari and mid-range SUVs such as the Ford Endeavour, the Force One is expected to be priced in the Rs 10-12 lakh range.

In the first year, the company would look to sell 4,000 units, while in the second year it is targeting sales of up to 9,000 units.The company is spending Rs 1,000 crore on new product development across its range. Of this, Rs 150 crore is being invested in its new passenger vehicle range and a further Rs 30-40 crore on the branding activities and sales network expansion.

The new SUV will sport a 140 bhp 2.2-litre diesel engine and transmission licensed from Mercedes-Benz. The chassis has been tuned by Lotus Engineering, UK. Localisation of components in the vehicle will be at 75 per cent. It will also have features such as projector headlamps, besides a driver information system, cruise control, audio controls mounted on the steering and dual AC vents for each row.crackcrack

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