While most of us believe that Indians are fascinated with SUVs, Force Motors has a reason to disagree with this pre-conceived notion. Five years after launching its first SUV, the Force One, Pune-based carmaker is now considering its production and sale termination.
Pitted against the likes of the Mahindra Scorpio and Tata Safari, the Force One has been struggling to make its presence felt in the segment. Force is currently producing the SUV in very small numbers at its Pithampur plant in Madhya Pradesh. The company plans to shut down production and the plant might shut down in a few months. The automaker managed to sell only 3,008 Force Ones from November 2011 to January 2016. That is an appaling number compared to the initial target of 4,000 units which the company had planned to sell in the first year itself.
Force One made its debut in 2011 and did a model revision in 2013. The company not only introduced a new base EX variant that was BS III compliant but also added ABS with EBD to all Force One variants. But nothing really helped the Force One to get the needed traction in this competitive segment.
However, this decision will bear no impact on their off-road champion, the Gurkha that continues to be produced. The company is planning to introduce a new version of the Gurkha, which is based on an all-new platform and will see the light of the day soon.