Pune-based auto maker Force Motors launched two new variants of its sports utility vehicle, Force One, here on Wednesday.
Megastar Amitabh Bachchan will be the brand ambassador for Pune truck and multi-utility vehicles manufacturer, Force Motors' new SUV, Force One.
The newly launched variants - EX and SX of Force One, are priced between Rs 8.99 lakh and Rs 11.99 lakh (ex-showroom price in Delhi). The company which launched its first personal vehicle, Force One, in August 2011 is now looking to cement its position in the market and is expected to a launch a third version of the same SUV in the coming days.
In the 19 months since the auto maker made its foray in the passenger vehicle segment, it has sold 2,600 units of Force One and aims to sell nearly 2,000 units in the current fiscal. It also hopes to sell 5,000 units of Force One in 2014-15. "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.
In addition to the general slowdown, FM’s single offering in the segment as well as limited dealership network has impacted sales, he said. The company will double its existing 25-dealerships by the end of the fiscal, he added. Many of these will be in tier-II and III cities.
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. Priced at Rs 11.99 lakh (ex-showroom Pune), the features of the Force One SX include ABS, Electronic Brake force Distribution (EBD), progressive cruise control, steering mounted audio controls, reverse parking sensors and leather seats. 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.
The Force One EX is targeted specifically at the “value minded customer” in the Tier-II and III towns. It is priced at Rs 8.99 lakh (ex-showroom, pan-India).
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