Traveller-26 and a few more new products in offing
Force Motors, known for its iconic brands such as Tempo, Matador and Traveller, is planning to roll out a new range of products soon. The company registered an average growth of around 30 per cent in the first quarter of 2012-13 as compared to the same quarter the previous fiscal. With its existing products such as the market-leader Traveller and the Trax doing very well, the company is keen to enter the rapidly-growing 26-seater bus segment with the Traveller-26. The huge SCV project up its sleeve could give the company a good share of the fastest-growing segment in the country.
Mr. Prasan Firodia, Managing Director, Force Motors Ltd., talks to MOTORINDIA on the new developments the company is working on by way of expansion of overall operation.
Force Motors has many segments to venture into but is quite conscious of the steps being taken. Says Mr. Prasan Firodia: “There will be strong growth in the SCV, MHV and HCV segments without doubt. It is important for us to decide our focus areas and identify key segments. The van segment will definitely be one of them. This year, we are investing a total of Rs. 500 crores on different projects.”
Promising product
The Traveller-26 which comes as an extension to the existing Traveller range could certainly boost the company business. The existing Traveller model is available in 13 to 21-seater configurations, giving Force a 60 per cent share in the relevant market with a size of 25,000 vehicles annually. In contrast, the size of the 26-seater segment is around the targeted 70,000 vehicles per year. The new vehicle will roll out of the Pithampur plant with its monthly production capacity of 700 units.
The Traveller-26 has been designed, developed and tooled up in-house by Force Motors R&D. Around 40 vehicles have already hit the Indian roads for customer trials. The vehicle, powered by a Daimler-licensed common rail, turbo inter-cooled engine, delivering 130Ps with 295 Nm torque, also comes with a Daimler-licensed G-33/5 gearbox that offers low friction and smooth transmission. It also has the highest power to weight ratio in its category. The best-in-class fuel efficiency lowers operating and maintenance costs.
The vehicle boasts of many firsts in its category. It has a monocoque body from pressed steel panels, with outstanding structural strength and unmatched durability. It is the only vehicle in its category with Cathodic Electro-deposition (CED) painting. The company’s latest (sixth generation) dip painting plant ensures the highest level of rust protection.
The vehicle also offers the lowest floor height and lowest centre of gravity, thereby ensuring best-in-class handling and stability. The ride quality, noise vibration harshness (NVH) levels and the most modern interiors with 2×2 seating set a new benchmark for buses with a seating capacity of 26. Disk brakes on all wheels ensure top-class braking under all load and operating conditions. The company is quite confident that the vehicle would be the ultimate choice for the hospitality sector, schools, corporates, BPOs, and for tour and travel fleet operators.
New offerings
Another new product expected to be rolled out next year by Force is a nine-seater van with technical a license from Mercedes. In fact, a completely new facility is being set up at Pithampur for manufacturing the van. The facility would have an exclusive body shop, paint shop and press shop for the product. The company makes its common-rail engine, gearbox and axle at the Pithampur plant which would be its focus plant in the coming years, with all main products rolling out from the facility. Its another manufacturing facility is located in Pune.
In the fast-growing SCV segment, Force offers the Trump 40. With the segment evolving well over the last year, the company has plans to develop a completely new line of products with a new engine, chassis and body. If the project gets the management nod, the company would most likely come up with a new facility for the platform. As for the other successful product, the Trax, 1,000 units are produced every month. A variant of the Trax and also one of the Trax Gurkha will be launched soon.
Force Motors currently has around 150 main dealers and almost the same number of additional service outlets. At present, exports contribute only around eight per cent of sales, but the company is keen on raising the level by tapping potential markets like Africa and the UAE.
The company registered a turnover of Rs. 2,400 crores in 2011-12 and is all set for an impressive growth of 30 per cent this fiscal. With new projects gathering momentum, Force Motors is very well focused on the highly potential segments in the Indian market.