The SUV market in India is growing and we want to have a presence in this segment, managing director of Force Motors Prasan Firodia told FE. At present, the company has a manufacturing facility at Prithampura in Madhya Pradesh. According to Firodia, who is the son of Abhay Firodia chairman of Force Motors, the size of the SUV market in India is around 1.6 lakh units. We want to operate within 60,000 units space, he said.
Force Motors, formerly known as Bajaj Tempo, has been known for their traditional marquee brands such as the Tempo and the Matador. After the name change in 2005 the company made a bold decision to diversify into the passenger vehicle space in August last year with a new SUV - Force One. Priced at Rs 10.6 lakh the SUV would compete with the Mahindra Xylo and Scorpio.