All set to unveil its first passenger car — the Force One SUV in a month's time, Force Motors said that it plans to have four products in its new passenger vehicle portfolio over the next two years.
The Pune-based automaker, 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.
“We will launch an MPV on a new platform with a premium pricing and a seating capacity for seven people by next year. The Gurkha will also be re-launched with premium features, including AC. There is also another premium SUV planned after that,” said Mr Sanjeev Garg, President, Personal Vehicles Division, speaking to
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.
“Force One will be launched in 30-40 days. It will have best-in-class leg-room and reliability,” said Mr Prasan Firodia, Managing Director, Force Motors, adding that 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 key is to bring in advanced technology along with frugal engineering. We have planned modular outlets and have tied up with Lintas for marketing. We will leverage the social media, besides rolling out print and TV ads,” Mr Firodia said.
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.