Brand guide · updated August 2026

Force Motors

Force Motors is India's specialist in rugged, ladder-frame utility: the Gurkha — a G-Wagen-silhouetted off-roader with a cult following — plus the Traveller vans and Urbania that move a meaningful share of India's people every day. The Gurkha 5-door fights the Mahindra Thar with a snorkel fitted from the factory and genuine trail hardware. Force's cars are tools first: interiors and refinement trail mainstream rivals by some distance, dealer coverage is thin outside commercial hubs, and resale is specialist. For buyers who need what it does, little else does it.