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Force Motors Launches 2 New Variants Of Force One SUV

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Force Motors Launches 2 New Variants Of Force One SUV

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Force Motors Ltd, the Pune-based auto maker, launched two variants of its sports utility vehicle, Force One, in Pune on Monday. The two new variants of Force One SUV launched are EX and SX. The base model of EX IS  priced at  Rs 8.99 lakh and SX priced at Rs 11.70 lakh (ex-showroom Delhi). The EX variant gets the 2.6-litre, BSIII compliant, diesel engine  while  SX is powered  by BS IV turbocharged 2.2-litre engine Anti-lock Braking System (ABS) and Electronic Brake force Distribution (EBD). Its has a 2.2-litre common rail, 16 valves, turbocharged diesel engine developing 141Ps made under licence from Daimler AG Germany. The onboard electronics is audited and validated by Mercedes-Benz Technologies Germany.

With this, Force Motors is eyeing rural India market of SUVs and push these models in Tier-III cities of India.

” With these two new models,  our effort  is to tap into the rural SUV market. This market has a great potential .Urban market is mostly dominated by compact SUVs. Next month, we are also coming up with new four wheel drive LX variant of the One with additional features like ABS and EBD. Again, this SUV may help to improve its urban market reach. We are targeting larger audience with these launches,” said Prasan Firodia, MD Force Motors.

In the 19 months since the Pune-based auto maker made its foray in the passenger vehicle segment, it has sold 2,600 units of Force One. “Our target was 4,000 units,” said Prasan Firodia, adding that the new variants of the SUV, as well as three models of its off-road vehicle Gurkha due to begin retail sales by end-August, will give Force Motors a seven-strong passenger car portfolio in the Indian marketplace.

As of now, Force Motors does not have any plan to launch compact SUV model, said Firodia. The company has 25 dealers across India and will expand the network upto 50 by end of next financial year.

Force Motors had planned capital expenditure of Rs 1,000 crore over a period of three years beginning last year. The power drive for the entire Force One range comes from Mercedes Benz which is made at Pithampur under-licence from the German auto maker.

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Hitesh Arora
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