Force Motors is reportedly on the verge of introducing automatic variants of its rugged Gurkha SUV. This strategic shift aims to widen the vehicle’s appeal and boost its competitiveness in the increasingly crowded 4×4 segment.
The Automatic Edge
The Gurkha, known for its robust build and go-anywhere capability, has been a manual-only steed until now. However, with the market’s growing inclination towards convenience, especially in urban settings, an automatic transmission is no longer just an option, it’s a necessity. The proposed automatic Gurkha is expected to feature a sophisticated 7-speed torque converter unit sourced from JATCO, the Japan Automatic Transmission Company. This is the company that provides the CVT gearbox powering the Magnite and the Kiger.
Gurkha vs Competition
The Gurkha’s direct rival, the Mahindra Thar, has already been playing the automatic card, offering both diesel 4×4 automatic variants and more affordable 4×2 options. Not to be left behind, Force Motors is also working on a Gurkha 4×2 variant to directly challenge the Thar RWD. The addition of an automatic gearbox is anticipated to increase the Gurkha’s price by about INR 1 lakh, positioning the 3-door variant around INR 18 lakh and the 5-door variant close to INR 19 lakh, ex-showroom. The Thar automatic variants are priced between INR 17 lakh to INR 17.8 lakh. While the Jimny is no direct competitor to the Gurkha however, considering it is a 4×4, it is priced about INR 3 lakh less than the expected price if the Gurkha AT.
While the Gurkha is a very capable off-roader, it does lack an automatic gearbox which might be driving buyers away to competitors like the Thar. The addition of the 5-door and 7-seat version is a plus however, an automatic is the preferred choice among customers these days. Adding the option will only help Force Motors keep the sales chart ticking.
Also Read: 2024 Force Gurkha prices start at INR 16,75,000, who will buy it?