Force Motors, India’s largest Van Maker, is in the midst of a sweeping digital transformation that aims to redefine customer experience across sales and aftersales. With the impending implementation of the Zoho-powered CRM-DMS platform and the Project DigiForce at an investment of ₹150 crore, the company is embedding technology deep into its DNA to ensure efficiency, transparency, and long-term customer loyalty.
Strengthening the Network
For Force Motors, the foundation of growth lies in its vast nationwide presence and an expanding international footprint. The new CRM-DMS platform is central to building stronger dealer and service networks by offering real-time integration of sales, service, and customer data.
“The Zoho-powered CRM-DMS platform strengthens our dealer and service network by integrating sales, service, and customer data for 360° visibility and real-time performance tracking. This helps us swiftly address gaps, boost efficiency, and enhance customer satisfaction,” said Mr. Prasan Firodia, Managing Director, Force Motors Limited.
The system also powers the rollout of new 3S facilities across India, with data-driven insights helping identify underserved markets and service needs.
Project DigiForce: A ₹150 Crore Digital Overhaul
To stand out in today’s highly competitive vehicle market, Force Motors has embarked on Project DigiForce, a two-year digital transformation initiative. At its core is the objective of building a tech-driven, future-ready enterprise that can seamlessly integrate customer-facing and back-end operations.
“Force Motors has launched Project DigiForce, a ₹150 crore digital transformation initiative designed as a two-year, organisation-wide programme to build a tech-driven, future-ready enterprise. By digitising both customer-facing and core operations, DigiForce aims to drive agility, efficiency, and superior stakeholder experiences across the entire value chain,” he noted.
At the heart of this initiative is Force iPulse, a solution that leverages high-resolution vehicle data for predictive maintenance, enabling smarter fleet management and higher vehicle uptime.
Raising Service Quality and Speed
Reducing turnaround times while delivering top-notch service is another key pillar of Force Motors’ strategy. AI-driven telematics, digital SOPs, and automated spare parts ordering are ensuring faster, more reliable service across the country.
“With the new CRM-DMS and AI-powered applications, Force Motors is raising service quality standards while reducing turnaround times to get customers back on the road faster. AI-driven fault prediction via telematics enables pre-emptive repairs, while standardized job cards and automated parts ordering ensure consistent, efficient service nationwide,” he explained.
Specialist support through “Flying Doctors” and Product Support Engineers ensures even complex service challenges are swiftly addressed.
Redefining the Customer Experience
What truly sets Force Motors apart is its commitment to transparency and collaboration with customers. Through digital portals, customers can access estimates, service updates, and billing in real-time. AI-enabled predictive maintenance reduces breakdowns, while faster warranty management strengthens trust.
“Force Motors’ digital upgrade is redefining sales and service with a seamless, connected ecosystem that links customers, vehicles, dealers and the OEM in real time. Most importantly, it shifts customers from passive recipients to active partners in vehicle upkeep – delivering a transparent, collaborative experience that sets us apart,” he said.
Roadside Assistance in a Vast Country
India’s geographic diversity poses unique challenges for roadside assistance, but the integrated platform is built to handle them. Geo-enabled deployment, AI-driven route optimization, and centralized control towers ensure timely support.
“The new integrated platform will significantly enhance on-site and roadside assistance across India’s diverse geography. Advanced telematics with predictive maintenance reduces breakdowns, while a 24×7 nationwide RSA network with defined TATs ensures timely support”, shared Mr. Firodia.
Empowering Dealers and Partners
A digital transformation of this scale requires strong partner alignment. Force Motors is rolling out structured enablement programs for its dealer and distributor network, supported by continuous training and adoption workshops.
“Dealer staff will receive continuous training and digital adoption workshops, supported by a dedicated DigiForce Partner Helpdesk. Usage-based incentives under the Force Dealer Excellence Program will further drive active engagement and best practices,” he confirmed.
Customizable dashboards will empower dealers with real-time KPIs, helping them deliver greater transparency and efficiency.
Workforce Training for a New Era
As the auto industry adapts to BS-VI upgrades, EV adoption, and emerging powertrain technologies, Force Motors is equipping its workforce through dual-track training covering both technical and digital skills.
“Training our workforce to match evolving vehicle technologies and rapid digital transformation is a dual challenge that Force Motors is addressing through structured, future-ready programs. Hands-on learning, AR/VR simulations, and regular Skill Fests ensure we stay ahead of the curve,” he emphasized.
Tackling Service Challenges
Project DigiForce is also designed to directly address two of the biggest customer concerns: turnaround time and consistency. Predictive service scheduling, AI-driven diagnostics, and pre-positioned parts ensure faster first-time fixes, while standardized SOPs guarantee uniformity across the network.
“From a service perspective, DigiForce introduces predictive service scheduling, AI-driven diagnostics, and pre-positioned parts for faster first-time fixes. An integrated CRM-DMS with digital SOPs and real-time monitoring ensures the same high-quality experience across all touchpoints,” he highlighted.
Future Strategy
Force Motors’ digital evolution does not end with Zoho or DigiForce. The company is already laying the groundwork for next-generation ecosystems that combine IoT, AI chatbots, connected vehicle data, and mobile workshops to deliver truly personalized ownership experiences. IoT-driven analytics and AI chatbots will enable 24/7 personalized engagement, while connected vehicle data will link directly to automated service scheduling for proactive maintenance. Regional hubs, mobile workshops, and doorstep service will further expand reach and ensure consistent service quality across the country.
“Looking ahead, Force Motors is evolving its sales and service ecosystem beyond the Zoho partnership. By moving from transactions to data-driven loyalty, subscriptions, and personalized ownership, we aim to maximize customer lifetime value and remain a trusted mobility partner,” he concluded.
