LCVs continue dominating market
An exclusive feature by MOTORINDIA
Force Motors was established in 1958 by N.K. Firodia, with his vision to provide affordable commercial transport for the masses by harnessing the best available technology and offering economical, reliable and efficient products. Force Motors continues providing efficient, utilitarian vehicles that empower the individual entrepreneur to meet his as well as the country’s ever-changing transport needs.
Today Force Motors is a fully vertically integrated automobile company, with notable expertise in design, development and manufacture of the entire spectrum of automotive components, aggregates and vehicles. Its range includes the Trump small commercial vehicles, Trax multi-utility and cross-country vehicles, Traveller light commercial vehicles and the Balwan brand agricultural tractors.
Addressing a press conference in Chennai in connection with the launch of two new models of personal vehicle range, Mr. Prasan Firodia, Managing Director, said though the Indian automotive industry is currently witnessing a downtrend, Force Motors has been able to perform well due to its special focus on different products where it enjoys a clear market leadership. For instance, in the LCV passenger vehicle category, the company has 50 per cent market share (5-32 seats capacity). In the LCV segment, the Traveller continues to dominate the market with increasing vehicle sales month after month.
Currently the company has three manufacturing units, two at Pune and one at Pithampur in Madhya Pradesh. It also has a large network of 187 commercial vehicle dealers. The number is expected to touch 215 in the coming months. In Chennai also, the company has plans to expand its dealership network. With fresh ambitious plans on hand, the company is targeting a Rs. 10,000-crore turnover in the next five years, Mr. Prasan Firodia added.
Force Motors entered the personal vehicles arena with the launch of a genre-leading sports utility vehicle, the FORCE ONE in August 2011. The Gurkha, the second vehicle under the Personal Vehicles Division, was launched recently. With the addition of Force One EX and SX, the company’s personal vehicle dealers will cater to a wide range of price points, starting from Rs. 6.25 lakhs to Rs. 12.20 lakhs.