<?xml version="1.0" encoding="UTF-8"?><root available-locales="en_US," default-locale="en_US"><static-content language-id="en_US"><![CDATA[<p>Force Motors, the Pune based automaker has finally launched its much awaited sports utility vehicle (SUV), Force One, at a price tag of Rs 10.65 lakh (ex showroom Delhi). This is the first time that the company forayed into the SUV segment. Based on a 2.2 litre Mercedes diesel engine, the SUV is built with 70-75 per cent local content. "We plan to sell 4,000 units in the first year and 8,000-9000 units in the second year," says managing director, Prasan Firodia, Force Motors at the conference.<br><br>Force One will be position between Mahindra Scorpio and Tata Safari and will be available for sale from 1 September in the country. At present the company has 22 dealerships across the country and it will further expand its dealership network to 44 by mid-2012. The automaker also has plans to introduce two more variants of the Force One SUV by end of 2012. <br><br>The Force One will be produced in the company's Pithampur plant in Madhya Pradesh. The company has so far invested Rs 150 crore to build the manufacturing facility. At present the plant has an annual capacity of 12,000 units, it could be further expanded to 18,000-20,000 units. The automaker plans to spend another Rs 40 crore for developing a sales and backup network and promotional activities. Force Motors has also roped in Bollywood actor Amitabh Bachchan as their brand ambassador. The company is otherwise selling brands such as Traveller, Trump and Trax in the light commercial vehicle segment. It also has a joint venture with Germany's MAN Nutzfahrzeuge AG to make heavy trucks.The company plans to introduce a multi-purpose vehicle in 2012 and a second SUV in 2013. <br><br>According to the Society of Indian Automobile Manufacturers (SIAM), the number of utility vehicles sales rose to 107,518 units for the period April-July this year from 99,705 units last year - an 8 per cent jump.</p>