Amitabh, along with Force Motors' chairman Abhay Firodia and managing director Prasan Firodia, launched the Force One, marking its maiden entry into the personal vehicles segment.

Terming it as a 'tailor-made SUV for the Indian customer', Prasan Firodia said the vehicle is technologically advanced, with a great road presence, excellent ride and handling and immense seating space comfort at highly competitive prices - Rs.10.65 lakh, ex-showroom, Delhi. 

Speaking on Amitabh's choice as the brand ambassador, Abhay Firodia said: 'He is a perfect catalyst to communicate the brand attributes.' 

'The personality he projects and the values he represents in the minds of Indians perfectly complement the 'FORCE-ful' personality of our new SUV,' he added. 

The new sturdy and sporty Force One offers new age comfort and convenience features like driver information system, cruise control, audio control mounted on steering, dual AC vents for each row, electrically operated OSRVM with side indicators and plush leather seats with a top speed of 160 kmph.