DY Works to design brand, experience strategy for new gen Force Gurkha

Pune-based 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.

Now 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 capabilities. 

Prasan 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.”

Tresa 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.”