Force Motors enters SUV race

Force Motors, the Pune-based commercial vehicle manufacturer, is planning to introduce fresh new products in the small commercial vehicle (SCV) category.

“We are working on new platforms for developing two small commercial vehicles between 0.5 tonne and 1 tonne categories,” a company official said on the sidelines of the launch of company’s new SUV - Force One. 

The company plans to introduce these two products by middle of next fiscal.

“The new small commercial vehicles will be a completely new products having new elements like design, chassis, etc. The products will also comply with Euro IV norms,” said Prasan Firodia, managing director, Force Motors.  

The company currently manufactures a one tonner — Trump— which sells limited numbers in the market. Around 12,000 vehicles are sold on an annual basis.

The SCV segment is expected to grow at 25% annually, and looking at the potential of the market companies like General Motors and Bajaj Auto are developing new products in this category.

Apart from launching SCVs, the company is also planning to relaunch Tempo Trax — a utility vehicle manufactured by Force Motors.

“Currently we are working on ‘transform Trax’ project.  We are targeting mid of next year for the launch of the new version of Trax. It will be based on a completely new platform,” said Firodia.
The company has plans of launching an MPV and a SUV in the next 2-3 years.

The company, however, will continue to focus on its commercial vehicle segment.

Force Motors’ overall capex plan for the next two years is around Rs1,000 crore.

Out of the overall capex, 40% will be spent on company’s new personal vehicle division, while 60% will be spent on the commercial vehicle side. 

“We will continue focusing on commercial vehicles and multi utility vehicles which go into rural areas. I don’t see passenger vehicle to be major revenue generator in the next 3-4 years. Our focus will continue to be light commercial vehicles and utility vehicles,” said Abhay Firodia, chairman, Force Motors.

The company currently has around 200 plus dealers for its commercial vehicle products.

Force Motors is building an exclusive dealership network for its personal vehicle division.

It is targeting to sell around 4,000 vehicles on a monthly basis.