A 'Giraffe' to help Force Motors grow MUV market share

Utility Vehicle (UV) and light commercial vehicle maker Force Motors is close to adding a new product to its 'Trax' range of UVs.

The vehicle uses the same Trax platform, but has an extended wheelbase. The new version is expected to be longer by around 400mm.  Internally, the project is aptly named 'Giraffe'. The vehicle, which was spied testing by Autocar India staffers, is in its final stage of testing and may be launched next month.

The 'Giraffe', like its siblings, is aimed for commercial use. The Trax has proved to be a successful workhorse in semi-urban and rural areas, and this has helped Force Motors enjoy a strong position especially in rural markets.

 The 'Giraffe' will have a third row of seats and is likely to have a seating combination of 14 passengers plus driver. Currently, the Trax range has four variants – Gama, Cruiser, Toofan and Ambulance. The new addition is expected to come with the 2600cc 60bhp engine found in other Trax variants. Force Motors' Trax competes with Tata Motors’ Sumo and the Mahindra Bolero in the people-carrier business.

The new move can be seen as Force Motors' strategy to further consolidate its position in a segment where it has a strong presence. Its existing offerings in the personal vehicle segment – the Force One and the Gurkha – have not met success yet.  The UV and SUV business arm is the biggest revenue generator for Force Motors, after LCVs.