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Home arrow News arrow Automotive arrow Force Motors launches SUV Force One, plans Rs 1000cr investment in 2 years
Force Motors launches SUV Force One, plans Rs 1000cr investment in 2 years Print E-mail
Written by Vivek   
Saturday, 20 August 2011
Mumbai: 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.

The company expects to sell 4,000 units of the SUV in the first year. The market size for this segment is around 70,000 units a year. The SUV will compete with the Mahindra Scorpio, Toyota Innova and the Tata Safari.

The company plans to include more UVs and a multi-purpose van in its portfolio. It is expected to launch a new MPV in late 2012.

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.

Funds would be raised through a combination of internal resources and loan. The company may also take the capital market route and propose a rights issue.

Dr Abhay Firodia chairman of Force Group said that the company may set up a new assembly line at its Pithampur facility or set up a third plant outside the state. The installed capacity of the new line will be 12,000 units per annum that can be expanded to 24,000 units.

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 Force One

The Force One is first in its class to feature a CED coated chassis. The vehicle has undergone a 30 stage welding process for the body. Lotus Engineering UK helped fine-tune the vehicle's suspension for India. The Power Train is made under license from Daimler AG Germany. The engine capacity is 2.2Ltr with complete vehicle and the onboard electronics that is audited and validated by Mercedes-Benz Technologies. It has a dual mass flywheel and a low friction gearbox with high torque density.

"The designers and engineers working on the FORCE ONE had a tough brief to develop an SUV for the discerning Indian buyer. Technologically advanced, great road presence, excellent ride and handling, immense space creating comfort at a very competitive price are some of the features we have focused on. This is an SUV tailor made for the Indian customer," said Prasan Firodia Managing Director, Force Motors Ltd.

To start with FORCE ONE will be available through 22 dealers across the country which is expected to reach 50 by the year end.

Last Updated ( Sunday, 21 August 2011 )
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