The Force behind our Market savvy team Issue - V, October 2007

Dear Friends,

Greetings from FORCE Motors !

The last three months were eventful which saw launch and roll out of the M4. It has indeed made an st

impact in the market and within no time we have sold the 1001 vehicle already !!

The all new range of Traveller vehicles, with enhanced drive-lines, new look body, more comfort

and style to suit Customer’s demands have been recently launched during the ‘All India Dealer

Conference’ held in Indore – . The very successful Traveller range has been further

enhanced in the passenger segment – Sleek (4+D), Luxury (9/12+D) and Smooth (20+D) as well as

the load carrying segment – Traveller Strong. An all new range of revamped FORCE Tractors has

also been introduced. They now come with added features and refreshing new colours.

Reiterating our commitment to the dealer fraternity to assist them in their retail sales, an

independent Customer Funding Cell has been setup. This cell will exclusively take care of all

Customer funding requirements, like tie-ups with Banks / NBFCs, assistance in refurbishing and

minimizing default rate.

Various measures to rationalize Spare Parts Operations have been undertaken, including

warehouse shifting and its outsourcing, improvised e-connectivity, while implementing an efficient

feedback mechanism.

Our Exports Division continues to surge and has forayed into several new markets and segments.

With such all round development and progress, I am confident, that together we can take FORCE

Motors to rise to greater heights !

I extend my hearty greetings for the festive season of Diwali. Wish you Happy Selling!!

- Prasan Firodia Director

CUSTOMER FUNDING

You Can ‘Bank’ on Us ! FORCE Motors ties up with Citigroup for Customer funding

We all are aware that key to success in retail, is finance for the Customer. Rising interest rates on Customer funding is a major challenge that we are all facing. We need to combat this with enhanced service to our Customers. We are now giving a special focus on this crucial aspect. On account of our recent tie-up, Citigroup will now provide finance for FORCE Motors' vehicles on a preferential basis. As per their policy, they will also refinance repossessed vehicles.

Visit by ICICI Officials

Top-notch officials of ICICI, one of the largest bank in terms of its network, recently visited FORCE Motors to explore the feasibility of a tie-up to fund Customers of our vehicles.

Speaking on the occasion, Mr. T. Shankar (Business Head - Commercial Vehicles, ICICI Bank) said, “We find this vehicle to be very rugged and well engineered. We are confident that this vehicle will go many a mile and prove to be a profitable transport solution for every operator. We would certainly like to fund this vehicle”.

Strategic Tie-up with State Bank of India

FORCE Motors has joined hands with State Bank of India (SBI) with an objective to provide working capital assistance to our Dealers. Considering the wide, established network of SBI, we are sure that this tie-up will go a long way to increase capacity of our Dealers.

Mr. Abhay Firodia in discussion with Mr. Ravi Narayanan (Group Business Head - Vehicle Loans, ICICI Bank). Also seen are Mr. Sudhir Mehta and Mr. T. Shankar.

Mr. T. Shankar taking a test ride of our M4, during his visit to Force Motors, Pune Plant.

Setup of Customer Finance Department An independent Customer Finance Department has been set up, to exclusively take care of all Customer funding requirements.

We are happy to welcome aboard Mr. Iftekar Rahi, who recently joined us as Head of this department. Mr. Rahi has rich experience of 12 years in sales & marketing, finance, credit & collections in commercial vehicles. We would like all Dealers to make maximum use of the services offered and boost their retails through this endeavour.

Mr. Iftekar Rahi Mr. Rahi can be reached at - irahi@manforcetrucks.com

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'DEALER'LOGUE

Dealer Conference paves the way!

Indore hosting the All India Dealer Conference.

Mr. Abhay Firodia addressing the Dealer Conference.

July 2007 saw an exciting Dealer Conference organized at Indore. More than 150 top Dealers from all across India attended this mega event.

The star attraction of the conference was the launch of our M4 vehicle. This vehicle received a resounding applause from the Dealer fraternity. The conference was also marked by launch of new Traveller range of vehicles – Traveller Sleek, Traveller Luxury, Traveller Smooth, Traveller Strong and Traveller Extra Strong.

The enthused Dealer fraternity observed that with the launch of these vehicles, FORCE Motors is certainly poised to reinforce its position in the commercial vehicle industry in India.

The grand M4 launch.

The strength of M4. Dealers having a closer look at the newly launched vehicle.

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'DEALER'LOGUE

Top performing Dealers receiving awards at the hands of CMD and senior FORCE officials.

Senior members including Mr. Abhay Firodia (CMD), Mr. Sudhir Mehta (Director), Mr. Ravinder Singh (President) and Mr. B. S. Khargonkar (President), attended this conference. Mr. Malind Kapur (Vice President) and Mr. Manoj Kumar (Vice President) shared their insights into the forthcoming FORCE plans for sales, marketing and service activities.

The event also included an Award Presentation Ceremony, recognizing their excellent performance in the previous financial year.

Dealers dancing to the tune of enthralling music.

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NEW PRODUCT LAUNCH

The New Traveller Vehicle RangeAt the beginning of 2007, we, at FORCE Motors had taken up a mission to consolidate our strong strategic position in commercial vehicle market, by offering new products which will be in-line with Customer expectations and meet their growing demands.

Come July, and we have kept up with our commitment by introducing the all new Traveller range –

! Passenger segment - Traveller Sleek, Traveller Luxury, Traveller Smooth &

! Load segment - Traveller Strong

Traveller Sleek : (4+D) is a fully air-conditioned vehicle – best in its class. With its unique sliding door opening, spacious and comfortable seating the Traveller Sleek is an ideal Business Van. This vehicle will open new opportunity in the growing market of luxurious and sleek vehicles.

Traveller Sleek

Traveller Smooth

Traveller Strong

Traveller Luxury : (9/12+D) now comes with standard features like A/C and Power steering. The vehicle has undergone a complete make-over with stylish, attractive front fascia. The upholstery, seating, flooring, dashboard and side panels have been completely upgraded to suite the choice of discerning Customers. The vehicle stands out on account of its new attractive facia and stylish decals. The stage is set to further our volumes in this segment.

Traveller Luxury

Traveller Smooth : (20+D) is the only monocoque vehicle with 20+D seating capacity making it an ideal transport solution for school and staff segment. With all new features the stage is set for a ‘Smooth’ ride ahead.

Traveller Strong : With the introduction of Traveller Strong we now have a very robust offering in the LCV load segment too. Apart from having an attractive front fascia Traveller strong possesses fuel efficient engine and heavy duty clutch and comfort to the driver.

Orchard

Dedicated To The

The new range of FORCE tractors!

Keeping in mind Corporate motto of '100% Reliability', FORCE Motors has recently developed a completely new range of Tractors ranging from 25 HP to 50 HP. The Balwan series has been thoroughly updated in terms of looks, fit-n-finish & performance. This upgradation will help achieve significantly higher levels of Reliability, Quality and Functionality.

Sporting earlier features like a Synchromesh Gear Box and Wet Disc Brakes, as standard fitment, the FORCE Tractors boasts of a Mercedes derived engine and Bosch hydraulics.

Outstanding performance in cultivation, haulage, puddling, combined with ease of operations makes every FORCE Tractor a sound business proposition worth investing in.

Our strategy is to focus on select districts / markets in identified states. We are sure of winning the confidence of our Customers and our market share. HBT 500

HBT 300Prosperity Of Farmers

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'DEALER'LOGUE

M4 spreads its Wings!

Mr. Abhay Firodia flagging off the Roadshow.

stMr. Prasan Firodia, Director, speaking on the occasion of rolling out of 1001 vehicle.

With the launch of M4, we have made a tremendous impact in a market that eagerly awaited the small four-wheeled wonder vehicle featuring ‘The Power Of 4’ -

Maximum loading area, Maximum ground clearance,

Maximum gradeability and Maximum cabin space.

Mr. Prasan Firodia, Director, flagged off the roll out of st

1001 vehicle from the M4 Assembly Line.

The M4 has now entered all major markets – Maharashtra, Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Gujarat, Madhya Pradesh, Uttar Pradesh, Punjab, Rajasthan… It was received well in all these states making a major impact. We now look forward to further tap this growing opportunity with this vehicle in our armory.

Its geared to go... Go.... GO !

The M4 being well received across India.

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‘FORCE’ for a Noble Cause !

Government of India, Government of Gujarat & Emergency Management & Research Institute (EMRI) came together for noble cause providing free medical mobile assistance, in any sort of emergency. FORCE Motors became a part to this cause by supplying the Traveller vehicles.

Dr. A.P.J. Abdul Kalam (H'ble Ex-President, India), Mr. Narendra Modi (H'ble CM, Gujarat) & Mr. Ashok Bhat (H'ble Health Minister, Gujarat), graced this grand event. On this occasion vehicles were dedicated to the services of public at large in Gujarat, specially in Ahmedabad & Gandhinagar.

EXPORT INITIATIVES

FORCE Triumphs in International Market

Dr. Rolf Bacher, Prof. Dr. Karl-Viktor Schaller, Mr. Sudhir Mehta, H'ble Shri. Sushilkumar Shinde, Mr. Abhay Firodia, Mr. Phillipe Taaibosch & Mr. Gautam Jain at the Flag-Off

National Taxi Council (SANTACO) went on record saying that they found the Traveller as the most effective and comfortable transport solution.

Starting October 2007, 100 Travellers will be exported each month to South Africa, to ply as Inter-State Taxis throughout the country. It is planned to export 2400 Traveller vehicles to South Africa in the calendar year 2008.

The CLA range of MAN FORCE Trucks sports the famous DO8 MAN Engine, delivering 280 HP with Euro III emission status. Aggregates such as Gear Boxes, Planetary Axles, Cabs and various systems such as electronic On-Board e n g i n e a n d o t h e r f u n c t i o n s

function in Pithampur.

stThis ‘Dussera’ (21 October, 2007) saw FORCE Motors Ltd and its subsidiary, MAN FORCE Trucks Pvt. Ltd. hosting the grand Export Flag-Off function of its first consignment of Trucks and Light Commercial Vehicles to South Africa & Inauguration of Truck-in-Box (TiB) Plant at Pithampur. The event was graced by Honourable Shri. Sushilkumar Shinde (Union Minister of Power) as Chief Guest. Mr. Phillipe Taaibosch [Secretary General, SANTACO Trading (Pty) Ltd, South Africa] and Prof. Dr. Karl-Viktor Schaller (Member of Board of Management MAN Nutzfahrzeuge AG) were amongst the key persons who attended this event. Also present were the high level delegates from SANTACO (South Africa).

The Traveller vehicle was tested and approved by the South African Bureau of Standards under stringent safety specifications. The authorities of South African

management, Braking systems, Safety features, etc. meet the most exacting International standards.

The Homologation activities etc. in several select countries including South Africa have already been carried out. It is expected that during the next calendar year, volume production will be established. This will be accompanied by introduction of a larger variety and range of trucks, both in the domestic and the export markets.

Starting from South Africa, the export footprint is expected to be enlarged, to include the whole of the African Continent, the Middle East as also key far eastern markets, like Indonesia, Malaysia, etc. The export markets of Central Asia & the CIS countries are also in sight. A full range of Trucks adapted to cater to each export market's specific requirements, is also simultaneously now developed.

H'ble Shri. Sushilkumar Shinde flagging off the 1st Truck-in-Box (CLA 26.280) & the 1st Traveller to be exported to South Africa.

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'DEALER'LOGUE

Spare Parts – Growth TrendSpare Parts' Warehouse relocated

Our Spare Parts Warehouse has been recently shifted to Pithampur. The inbound operations of this warehouse have been outsourced to TCI Supply Chain Solutions Ltd. The outsourcing mantra has helped to reduce turn-around time and ensure timely availability of spare parts.

The usage of e-technology has been further enhanced through updated information on an interactive website. We expect the Dealers to further make full-fledged use of this facility.

New Stockists have been appointed at strategic locations in each region to ensure timely availability of parts in every market.

Another Step Ahead Towards Customer Satisfaction ! MAN FORCE Trucks Pvt. Ltd (MFTPL) recently entered into an agreement with Indian Oil Corporation (IOCL) for co-branding of lubricants used for our Heavy Commercial Vehicles. The agreement was signed by Mr. Sudhir Mehta (Director) and Mr. Amitava Chatterjee (Director – Lubes, IOCL). This tie-up will ensure that our Customers get genuine, tested oil of various grades used for our vehicles. The tie-up, thus reassures Customers of our commitment to serve them better.

Another ‘feather’ in our cap!Mr. Champa Lal Jat (Bhilwara, Rajasthan), a farmer, is a proud owner of our Trax Cruiser vehicle (Regn No. RJ 06/ P 2273, Engine No.-

D14015928, Chassis No. T57016940K03) has been operating it for the last 3 ½ years. Says he, “even after 3,00,000 KM. traversed by my vehicle, which gives an average of 14 KM / Litre and the tyres’ average life is 1,00,000 KM. The vehicle still runs on factory settings. The gear box and differentials have not given any problems.”

“I ensure that my driver changes oil, checks tyre pressure and water in radiator at regular intervals as suggested by the Company” he continued. He further added “I am very happy that I bought Trax Cruiser from FORCE Motors.... it continues to give me good returns, each trip, each day, every day…..”

Mr. Rameshwar Jat (Driver) receiving the prize for his well maintained Trax Cruiser from Mr. Kamlesh Kogta (Gayatri Sales, Bhilwara).

Edited and published by Cyriac Jacob, General Manager, Marketing on behalf of Force Motors Ltd., Akurdi, Pune - 411 035. e-mail : cjacob@forcemotors.com Web site : www.forcemotors.com (For private circulation only)