Force Motors Launches Its First SUV at Rs 10.65 lakh

Force Motors launched its first SUV – the Force One – priced at Rs 10.65 lakh (Delhi). The company is using a drivetrain technology sourced form Mercedes-Benz for the SUV. 

Its Passenger Vehicle Division has spent the last one year and more on developing the new SUV. Called Force One, the vehicle is priced at 1.07 million rupees ($23,620), which puts it in direct competition with Mahindra’s Scorpio and Tata Motors’ Safari utility vehicle models. 

 The Scorpio is priced between 708,000 rupees and 1.19 million rupees in Mumbai showrooms, while the Safari costs 810,208 rupees-1.19 million rupees. Force Motors will invest Rs 1,000 crore over the next two years to increase its manufacturing footprint. The company is currently in talks with the Madhya Pradesh Government to set up a new manufacturing plant. 

The decision will be finalized over the next two months. Force Motors currently sells light and medium trucks and buses under its brands such as Traveler and Trump, as well as tractors. It also has a joint venture with Germany’s MAN Nutzfahrzeuge AG to make heavy trucks. 

 Force Motors will also expand its tractor manufacturing capacity from 4,000 units to 24,000 units per annum, by adding at least five to six new models. The company will launch a 4×4 version of Force One soon and launch a new SUV by 2014. Force Motors has appointed Amitabh Bachchan as a brand ambassador for Force One.