Force Motors to foray into SUVs segment

Mumbai: Having carved a strong position in the commercial vehicle segment, Pune-based Force Motors today said it plans to enter the passenger vehicle segment with the launch of sports utility vehicles (SUVs) under the Force One brand by July end. The company aims to sell 4,000 SUVs in the first year of launch and 8,000-9,000 units in the next two years. [caption id=“attachment_30476” align=“alignleft” width=“380” caption=“Prasan Firodia, MD of Force Motors Ltd, unveiled the company’s new logo in Mumbai on Thursday. Mitesh Bhuvad/PTI”]  [/caption] “We are a good brand in the commercial vehicles segment and now we will foray into the passenger vehicles segment as well. With the market growing in this segment, we want to tap the opportunity,” Force Motors’ Managing Director, Prasan Firodia, told reporters here. The auto major has already invested Rs 150-crore in the foray to develop the SUV and set up a manufacturing unit at Pithampur in Madhya Pradesh for the same. The facility has an installed capacity of 12,000 SUVs, which can be ramped-up further. “The initial capacity will be 12,000 SUVs per year but we can ramp it up to 18,000-20,000 units annually to meet the market demand,” he said. The company has already invested Rs 150-crore over the last 12-18 months to make SUVs in Pithampur, he said. The company’s Force One will have a 2.2-litre diesel engine and its price range is expected to be between Rs 10-12 lakh. Reuters