Force Motors Sales Down 418 Units or 15.32%, Avg. Realization Falls To 5.93 Lakh


After a poor November, Force Motors announced a shutdown for Annual maintenance for some of its plants from the 19th December and resumed production only on the 2nd January, 2017 – a shutdown of 15 days or half a month.

Chairman Abhay Firodia who’s son Abhay Firodia carries forward his father’s legacy of transforming mass travel have been featured in the latest edition of Forbes India. The article covers the birth of Force Motors and how it has been transformed along with their collaborations which saw the birth of Matador, Luna and the company’s tie ups with Kinetic and Honda.

On December number, Force reported sales of 2,310 units in December, 2016 against 2,728 units during the same time last year resulting in a contraction of 15.32%.

YTD sales stood at 23,417 units against 23,281 units, resulting in a flat growth.

Realizations stood at Rs.137 crore for 2,310 units in December, 2016 against Rs. 158 crore for 2,728 units in December, 2015. Avg. realization per unit fell to Rs. 5.93 lakh from 6.23 lakh sequentially.

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Note: Sales numbers presented here are manufacturer reported sales numbers i.e. factory dispatches to dealerships. They are NOT retail sales figures to end customers.

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  1. in the nov figs, the no. of units – 13 – SCV & LCV – for exports, is wrong and is most likely a typo – as this would mean realization of ~Rs 16 lacs per unit sold, which is not in line with Rs 2-3 lacs avg realization per unit in past. owing to this skew, the per unit realization in nov on overall basis is coming to Rs 6.2 lacs.

    my sense is that this figure is either 113 or 130 – probably the former if we take 113, then avg realization per unit works out to Rs 1.85 lacs for SCV & LCV exports. the overall total avg realization then works out to Rs 5.87 lacs, thus resulting in dec realization of Rs 5.93 lacs to be a marginal improvement

  2. Hi Ajay,

    Thank you for bringing this to our notice. After a long wait, we have been able to get a confirmation from the company that the numbers disclosed for November are correct. Here is what the company contact said:

    This is with respect to your mail on query of November Sales of the Company.
    Accordingly the data of the November Sales of the Company is correct and the difference of realization is due to product variant mix of SCV and LCV.

    Hope this helps clarify that the numbers are accurate!

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