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Force Motors Enters the Affordable Lifestyle SUV Segment
Force Motors is shaking up the Indian SUV market with the introduction of an all-new 4×2 variant of its popular Gurkha model. This strategic move directly targets the Mahindra Thar RWD, aiming to capture the growing segment of buyers who crave a rugged SUV aesthetic without the need for hardcore off-road capabilities.
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Power and Performance
Under the hood, the new Gurkha 4×2 is expected to retain the robust 140 HP, 2.6-litre diesel engine found in its 4×4 sibling. This engine, paired with a 5-speed manual gearbox, promises a blend of power and efficiency for city driving and occasional off-road adventures. However, to achieve a more attractive price point, Force Motors will strip away some off-road-specific features like the manual transfer case and differential locks.
Appealing to a Wider Audience
This move to introduce a 4×2 variant aligns with Force Motors’ recent efforts to broaden the Gurkha’s appeal. Recent updates, including a more powerful engine, new features, and the addition of a 5-door model, have already increased the Gurkha’s versatility. The 4×2 version further expands this appeal, catering to urban dwellers who value the Gurkha’s rugged style and commanding presence without the added cost and complexity of 4×4 components.
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Following Mahindra’s Lead
Force Motors is taking a page from Mahindra’s playbook with the Thar, where the RWD models have proven immensely popular, accounting for nearly half of the Thar’s sales. The Gurkha 4×2 aims to replicate this success by offering a more accessible entry point into the Gurkha family. However, unlike the Thar, the Gurkha 4×2 won’t qualify for tax benefits associated with smaller engines, potentially impacting its final pricing.
Price and Positioning
While the current 3-door Gurkha starts at Rs. 16.75 lakhs (ex-showroom), the 4×2 variant is expected to be priced more competitively, possibly closer to Rs. 15 lakhs (ex-showroom). This would position it squarely against the Mahindra Thar 4×2, which currently ranges from Rs. 11.35 lakhs to Rs. 14.10 lakhs (ex-showroom).
Features and Comfort
Despite being a more affordable option, the Gurkha 4×2 won’t skimp on features. It will retain the recent updates and enhancements found in the latest Gurkha models, including a spacious four-seater configuration with forward-facing rear seats for optimal comfort.
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The Urban Adventurer’s Choice
Force Motors’ introduction of the Gurkha 4×2 marks a significant shift in its strategy. By catering to the urban lifestyle market, the company is opening up new possibilities for the Gurkha brand. This new variant is poised to attract a new wave of buyers who seek a capable and stylish SUV for their daily commutes, weekend getaways, and occasional off-road excursions.
A New Era for the Force Gurkha
The Force Gurkha 4×2 is more than just a new variant; it’s a statement. It signifies Force Motors’ commitment to innovation, adaptability, and a broader customer base. While the Mahindra Thar RWD currently dominates the segment, the Gurkha 4×2 has the potential to carve out its own niche with its unique blend of ruggedness, comfort, and affordability. Only time will tell if it can achieve the same level of success as its 4×4 counterpart and establish itself as a formidable contender in the Indian SUV landscape.
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