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Force Motors, a new player in the sports utility vehicle (SUV) segment, is planning to launch next month Force One LX, a top-end model of its Force One SUV.

"We will launch Force One LX in August to expand the portfolio of our Force One SUV launched two years ago," Force Motors managing director Prasan Firodia said. The seven-seater LX SUV model would come with high-end features, he said.

On Monday, the Pune-based company, which manufactures a range of commercial, multi-utility vehicles and tractors, unveiled the Force One SX and Force One EX models of its Force One SUV. While the seven-seater Force One EX is priced at Rs 8.99 lakh, the six and seven-seater Force One SX will be priced between Rs 11.71 lakh and Rs 12.06 lakh, depending on the features.

"The entry level Force One EX is targeted at rural customers where we have a strong brand image and recognition," Firodia said. According to him, the company aims at selling over 2,500 units this financial year and over 5,000 units in 2014-15. "We are expecting 50 per cent of the sales to come from Force One EX and the rest from Force One SX," Firodia said. Since the company's maiden foray into the SUV segment in August 2011, it has managed to sell merely 2,500 units in the country's fiercely competitive market.

The company's facility at Pithampur in Madhya Pradesh has an installed capacity to manufacture 12,000 units annually that could be doubled to 24,000 units with little incremental investment, Firodia said.

Force Motors' new range of SUVs will compete with Tata Motor's Safari and Safari Storme, Mahindra's Scorpio and General Motors' Tavera. "Even though the SUV market in the country is tough, I believe the SUV segment in India will bounce back and grow, which is why we are getting ready for it with our new launches," Firodia said. He said the SUV segment was an aspiration segment whose income was rising, adding to disposable incomes. "Therefore, we have introduced multiple choices with different price tags to meet the growing demand," he said.

Naresh Kumar Rattan, president, corporate sales and marketing at Force Motors, said the company would take a call on whether to phase out or retain the Force One SUV after the launch of Force One LX.

The company plans to scale up its dealership network as well.