Pune-based automotive manufacturer Force Motors, a market leader in the manufacturing and selling of panel vans and midi-buses in India, announced today the appointment of ETG Logistics, Export Trading Group’s logistics and warehousing business vertical, to distribute their range of vehicles in Southern Africa. ETG, a global conglomerate with a vast African distribution footprint, is well positioned to drive the distribution of Force Motors’ quality brand across the continent.
A comprehensive product portfolio is planned including the Gurkha 4x4 Off-roader, Traveller midi-bus, panel van and ambulance, and Kargo King pick-up range. While the Gurkha is aimed at serious off-roading enthusiasts who require the use of independently controlled differential locks to get out of tricky situations, the Traveller midi-bus is expected to be popular with mini- and midi-bus taxi operators who are looking for affordable people mover solutions.
In India, Force Motors have a solid reputation for modern and dependable technology, in part due to their technological co-operation with brands like Mercedes-Benz. Homologation of these vehicles for the South African market is currently underway and first vehicles on South African roads can be expected during the first quarter of 2023.
Speaking at the signing of the distribution agreement, Mr. Prasan Firodia, Managing Director, Force Motors said, “We are extremely pleased to have on board ETG Logistics as our distributor for South Africa and neighboring countries. We believe that we have the right products to cater to different customer segments and with this association look forward to emerging as a strong brand in multiple African markets.”
Mr. Kalpesh Patel (CEO, ETG Logistics Business) commented as follows: “We are very excited to partner with Force Motors and South Africa will be the first market to which we will offer mobility solutions for customers in the people moving, freight and SUV spaces. We are also in advanced discussions for the East African markets and Kenya will be the first country we target in that region, including the longer term possibility of an assembly plant. Mobility solution for the wildlife-tourism sector is another focus point that we are exploring.”
Pictured at the signing ceremony are from left to right Kalpesh Patel (CEO, ETG Logistics Business), Pavan Nair (Business Head Automotive Distribution, ETGL), Laveen Gupta (Head International Business, Force Motors) and Prasan Firodia (Managing Director, Force Motors).
Force Motors is a fully vertically integrated automobile company with expertise in the design, development and manufacture of the full range of automotive components, aggregates, vehicles and agricultural tractors. Force Motors is the flagship of the company group headed by Dr Abhay Firodia which has 9 manufacturing units across the country and a 10,000-strong workforce.
A pioneer in the field of light commercial vehicles, Force Motors introduced iconic brands like the Tempo, Matador and Minidor. The flagship product Traveller is a market leader in the 9 to 26 seater van category. The rugged and reliable Trax is the most preferred people mover in rural India. Its Sanman, Balwan and OX range of agricultural tractors offer latest technology enabling Indian farmers maximize productivity in their farms.
Since 1997, when Daimler AG took the decision to manufacture Mercedes cars in India, the engines fitted on their cars made in India are produced at Force Motors. Till date, Force Motors has supplied over 143,000 engines and 128,000 axles to Mercedes Benz India.
In 2015, BMW assigned Force Motors to produce and test the engines for all cars and SUVs to be made in India. A state of the art factory has been built to the exacting standards of BMW by Force Motors in Chennai close to their factory. Till date Force Motors has supplied over 66,000 engines to BMW.
In March 2018, Force Motors has entered into a joint-venture agreement with Rolls-Royce Power Systems AG to manufacture in India and supply worldwide, the 10 and 12cylinder, MTU Series 1600 engines (545hp to 1050hp) for power generation and under floor rail applications.
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ETG Logistics operates an established automotive and farm equipment distribution business in South Africa, Namibia, Swaziland, Lesotho, Botswana, Zimbabwe, Zambia, Tanzania, and Kenya with plans to further increase our footprint in East and Southern Africa, amongst other regions. The brands we represent include TVS Motor Company, TGB, Ashok Leyland, Force Motors, Belarus Minsk Tractors, VST and Shaktiman.
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