324000 SUVs were sold in India during 2010-2011. The growth of SUVswere infact more than the car segment.Indian SUV market is dominated by Mahindra with its flagship brand Scorpio and ToyotaFortuner is the second largest brand but dominates the premium segment of the SUV market.Force Motors which is well known for its commercial vehicles like Tempo Travellor, Trekker etchas made a significant entry into the SUV market in India. The company recently launched anSUV Force One in the Indian market.Force one did few good things like: 1. Collaborating with Mercedes Benz for the engine of Force One. Thus, erasing all the doubts about the most critical functionary of a auto vehicle 2. Smart move was the design part. Indian SUV consumers like big mean machines. Force One deliberately designed itself to look larger and meaner. 3. The roping in of Big B as the brand endorser and in advertisement was a masterstroke and has given a terrific boost to the launch. As Force knew that it has to fight with the market leaders. 4. Force One has priced itself at around Rs 10 lakh.