News & Events
- Force Motors LTD, Joins SUV War with "FORCE ONE".: Times of India - New Delhi, 7th Jan 2012
- Force Motors LTD, Introduce Traveller HYBRID at Auto expo 2012.: Business Standards (Hindi) - New Delhi, 7th Jan 2012
- Dr Abhay Firodia Chairman Force Motors LTD, at the unveiling of FORCE "Traveller 26" at Auto Expo.: Hindu Business Line - New Delhi, 7th Jan 2012
- FIRODIAS: Full "Force" Ahead
- Firodia sells stake in MAN venture for Rs. 1,050 Crore
- Force Motors decides to exit Man Force JV Mumbai: Hindustan Times Mint, 22nd Nov 2011
- Force Motors sells stake in JV to MAN for 150 mn Euro New Delhi: Free Press Journal, 22nd Nov 2011
- Interview / Dr Abhay Firodia October 2011
- Announcement
- Force Feedback Mumbai : Business Standard, 20th Aug 2011
- Firodias foray into SUVs with 'Force One' Mumbai : Times of India, 20th Aug 2011
- Force launches SUV at Rs.10.65 lakh Mumbai : Hindustan Times, 20th Aug 2011
- Force Motors introduces Sports Utility Vehicle Mumbai : The Hindu, 21st Aug 2011
- Force Motors Enters Personal Vehicles Space Mumbai : Economic Times, 20th Aug 2011
- Force Motors introduces Sports Utility Vehicle Mumbai : The Hindu, 21st Aug 2011
- Force Motors to launch 4 vehicles Mumbai : Financial Express, 20th Aug 2011
- Force Motors launches SUV at Rs.10.65L Mumbai : Business Standard, 20th Aug 2011
- Force Motors, Daimler in pact to develop Multi-Purpose Vehicle Mumbai : Business Line, 26th July,2011
- Force Motors licence agreement with Daimler Pune : The Financial Express, 25th July,2011
- Force Motors 'SUV' almost here : Publisher : Times of India, 7th July,2011
- 'FORCE ONE' : Publisher : Business India, July, 2011 Edition
- Force aims to make an impact on LCV market (March 21, 2011)
- Force hopes to sell 4000 SUVs in 1st year (March 12, 2011)
- 50 ambulances donated by Shri Firodia Trust (February 2011)
- Force Motors Posts 59% rise in Revenue : Times Of India - Pune ( February 1, 2011)
- Force Motors Q3 net profit soars 93 pc to Rs 13.57 crore. : Pune (January 31, 2011)
- Force In Full Force : Chennai (January 05, 2011)
- Force Motors posts 58 percent increase in revenue : Indian Express
- Force Motors profit rises on strong sales : Hindu Business Line
Abhay Firodia, MD, Force Motors said the company plans to position the SUV, which runs on a Mercedes drivetrain, between Mahindra Scorpio and Tata Safari. "We expect to clock 4000 units in the first year and 8,000-9000 for the second year," he said.
Force has invested Rs 150 crore to build the manufacturing facility at Pithampur with 12,000 unit per annum capacity which can be expanded to 18000-20000. Firodia said the company will spend another Rs 40 crore for developing a sales and backup network and promotional activities.
The 2.2 litre Mercedes diesel engine will be locally produced under license. He said the new SUV will have 70-75% local content. "All key parts including driveline, suspension, chassis and motor will be sourced from reputed local suppliers. The only major element we are sourcing is body. Stamped sheet metal parts will come to India and will be assembled," he said.
Force Motors is to launch its first sports utility vehicle (SUV), Force One, in July, thus entering the personal vehicles segment. Speaking at the launch of the new logo for the vehicle, Prasan Firodia, Managing Director, Force Motors, told a press conference that the company was targeting sales of 4,000 units in the first year.
The existing logo had been the face of the company for commercial vehicles, agricultural tractors and had included brands like Trax, Traveller, Trump and Balwan. The company felt the need for a new logo since it was now entering the new personal vehicle segment where aspirations of the consumers were different.
The new SUV's engine has a capacity of 2.2 litres and the vehicle will include high-end features like driver information system, cruise control, audio control mounted on steering and dual AC vents for each row. The power train is made under licence from Daimler and according to the company, the vehicle and onboard electronics is audited and validated by Mercedes-Benz Technologies.
Force Motors plans major passenger vehicle drive
All set to unveil its first passenger car — the Force One SUV in a month's time, Force Motors said that it plans to have four products in its new passenger vehicle portfolio over the next two years.
The Pune-based automaker, which currently makes only commercial vehicles, expects to launch a multi-purpose vehicle (MPV) in 2012 that will be positioned above the Toyota Innova, besides re-launching the ‘Gurkha' open off-roader with a premium package. The fourth product will be a second SUV positioned in the premium end of the market.
“We will launch an MPV on a new platform with a premium pricing and a seating capacity for seven people by next year. The Gurkha will also be re-launched with premium features, including AC. There is also another premium SUV planned after that,” said Mr Sanjeev Garg, President, Personal Vehicles Division, speaking to Business Line at the inauguration of the company's new division and product logo.
Force One SUV, the first product in its passenger vehicle portfolio, will initially be launched as a single variant. However, it would later see more variants, including an all-wheel drive version. Positioned between entry models such as the Mahindra Scorpio and Tata Safari and mid-range SUVs such as the Ford Endeavour, the Force One is expected to be priced in the Rs 10-12 lakh range.
“Force One will be launched in 30-40 days. It will have best-in-class leg-room and reliability,” said Mr Prasan Firodia, Managing Director, Force Motors, adding that in the first year, the company would look to sell 4,000 units, while in the second year it is targeting sales of up to 9,000 units.
The company is spending Rs 1,000 crore on new product development across its range. Of this, Rs 150 crore is being invested in its new passenger vehicle range and a further Rs 30-40 crore on the branding activities and sales network expansion.
“The key is to bring in advanced technology along with frugal engineering. We have planned modular outlets and have tied up with Lintas for marketing. We will leverage the social media, besides rolling out print and TV ads,” Mr Firodia said.
The new SUV will sport a 140 bhp 2.2-litre diesel engine and transmission licensed from Mercedes-Benz. The chassis has been tuned by Lotus Engineering, UK. Localisation of components in the vehicle will be at 75 per cent. It will also have features such as projector headlamps, besides a driver information system, cruise control, audio controls mounted on the steering and dual AC vents for each row.
Pune based auto major Force Motors posted a revenue increase of over 58% during the first half of the current fiscal year. It reported gross revenue of Rs. 742 crores as against Rs. 468 crores during the same period last year.
Profit from operations before other income, financial expenses and exceptional items stood at Rs. 43 crores as against Rs. 7 crores during the same period last year.
Mr. Prasan Firodia, Managing Director, said: “Sales of all vehicles categories, such as small commercial vehicles, utility vehicles and light commercial vehicles showed healthy growth. The sales of Traveller and the new SCV ‘Trump 40’ have been especially strong. Traditionally sales and profitability during the first half are lower. The increase in the capacities at both Pune and Pithampur will deliver enchanced output over the next half year to meet the market demand.”
The company is targeting a top line of Rs. 1,800 crores during the current fiscal year. An all new SUV, in the premium segment, is also planned to be launched by the end of this financial year.
Sales of its 50: 50 joint venture, MAN Force Trucks Pvt. Ltd. Also grew by 200 percent. It reported a turnover of Rs. 368 crores in the first half of the current year as compared to Rs. 130 crores in the same period last year.
