Mumbai, Aug 19 (IANS) Megastar Amitabh Bachchan will be the brand ambassador for Pune truck and multi-utility vehicles manufacturer, Force Motors’ new SUV, Force One.


Amitabh, along with Force Motors’ chairman Abhay Firodia and managing director Prasan Firodia, launched the Force One, marking its maiden entry into the personal vehicles segment.

Terming it as a “tailor-made SUV for the Indian customer”, Prasan Firodia said the vehicle is technologically advanced, with a great road presence, excellent ride and handling and immense seating space comfort at highly competitive prices - Rs.10.65 lakh, ex-showroom, Delhi.

Speaking on Amitabh’s choice as the brand ambassador, Abhay Firodia said: "He is a perfect catalyst to communicate the brand attributes."

"The personality he projects and the values he represents in the minds of Indians perfectly complement the ‘FORCE-ful’ personality of our new SUV,” he added.

The new sturdy and sporty Force One offers new age comfort and convenience features like driver information system, cruise control, audio control mounted on steering, dual AC vents for each row, electrically operated OSRVM with side indicators and plush leather seats with a top speed of 160 kmph.

“Over the last more than half a century, we have excelled in producing top quality, high reliability engines with best in class fuel economy, aimed at producing acclaimed light commercial vehicles and multi utility vehicles. The foray into SUV builds upon this wealth of experience and technological depth and superb all round manufacturing infrastructure,” Prasan Firodia said.

Force One is available in four metallic clear coats and one solid white that are tested and proven to beat the heat, dirt and water at the same time being scratch- resistant, and the interior panels have a wood finish for an elegant and sophisticated look, the company said,

Presently, Force One will be available through a network of 22 dealers around India which is expected to reach 50 by the year end.