Force Motors launches two new variants, eyes market growth

Force Motors Wednesday launched two new variants, EX and SX, of its sports utility vehicle (SUV) Force One priced between Rs.8.99 lakh and Rs.11.99 lakh (ex-showroom Delhi).

"With this launch we now have multiple offerings with various price points for customers. We will be launching another vehicle by next month and by the year-end, we will be offering products ranging from Rs.6.25 lakh to Rs.11.99 lakh," Force Motors managing director Prasan Firodia told IANS.

According to Firodia, the company will start selling its new product, Gurkha, from September in a Rs.6.25 lakh to Rs.8.50 lakh price range.

The company, which launched its first personal vehicle, Force One, in August 2011, has managed to sell around 2,600 units. The company plans to sell nearly 2,000 more units in the current fiscal that began April 1.

"We expect the sales to pick up due to our attractive price points, number of offerings and a growing rural market. We expect the sales to grow by 2,000 more vehicles," Firodia said.

The company is investing Rs.1,000 crore spread over a period of two years till 2014 for new product development, capacity augmentation with new automated paint shop and network expansion.

The company is hopeful that good monsoon rain will help the company's off-take in the rural markets.

"A good monsoon will help us achieve higher growth in the rural segment which constitutes 65 percent of our total sales."

The automobile manufacturer also plans to increase its dealership presence from 25 to 50 by the year end with all dealerships having their standalone service stations.

"We are in process of increasing our dealership networks. We started out with 13 and now we have 25 dealerships. We are targeting 50 dealerships by the year end. All dealerships will also have their own service centres," Firodia said.

The two newly launched variants are powered by license produced diesel engines from Daimler AG, Germany.

The Force One SX is powered by a 2.2 litre common rail, 16 valves, turbocharged diesel engine with a power out put of 141 Ps.

The vehicles' onboard electronics is audited and validated by Mercedes-Benz Technologies, Germany.

The Force One EX is powered by the 82 Ps Mercedes engine which is mated with a five speed synchromesh gear box. The vehicle is aimed at tier-I and II cities, where the company has seen substantial growth.

"The EX is aimed at the tier-I and II cities where we have seen growth. We will focus the marketing of the vehicle on the travel segment for tourist taxis," Firodia added.