Force Motors has roped in DY Works to design the brand and experience for their
iconic off-roader Force Gurkha. The new gen Force Gurkha which has been completely
revamped and has a BS VI engine, was showcased at the Auto Expo 2020. The new Force
Gurkha is likely to be launched at the end of the year.
that Mahindra & Mahindra will be launching its new Thar 4x4 on October 2,
2020, it is all the more important for Force Motors to position its 4x4 beast in
a better way and a lot more strategically. The only competitor to the Force
Gurkha is the Mahindra Thar, though the former claims to be superior in terms
of its off road abilities because of its differential locks and other technical
Firodia, Managing Director, Force Motors, said, “There has been huge excitement
and anticipation since the new Gurkha was revealed at the Auto Expo earlier
this year. Our vision for Gurkha is to
make it the most capable and enjoyable off-roader/recreation vehicle in India.
We wanted to collaborate with a partner who understood our vision and could
help us unlock the next growth story for Gurkha and DY’s approach matched our
ambition perfectly. I look forward to creating an exciting story for Gurkha and
its tribe with their team.”
Paul, Managing Director & CEO, DY Works, added, “There are offroaders and
then there is the Gurkha - it’s a cult brand adored by its customers. The
revamp of the Gurkha under the new platform is a vehicle that is unparalleled
for offroaders and recreational enthusiasts alike in India. We are excited to
design this brand and bringing the new avatar alive. Our design thinking
approach embedded with deep cultural insights will shape a strong growth
strategy for the new Gurkha. Force Motors has a portfolio of iconic brands and
partnering Force is a proud moment for us at DY.”
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