Force Motors has introduced the new Urbania Deluxe at ₹28.70 lakh–₹31.83 lakh, betting on a form factor that is difficult for both passenger-vehicle and commercial-vehicle makers to replicate: a 9+Driver to 16+Driver carrier that combines luxury-MPV comfort with the space of a large family vehicle and the operating economics of shared mobility.For the Pune-based maker of the Traveller, the Urbania represents a move into higher-value passenger transport. Its platform recorded more than 100 per cent volume growth in FY26, with cumulative sales estimated at 7,500–9,000 units since its late-2022 rollout and monthly volumes scaling towards 400–600 units as production constraints ease. Force commands an estimated 70 per cent of India’s commercial-van market.Crossing the mpv-van divideThe Urbania sits between premium MPVs such as the Toyota Innova Hycross and Kia Carnival, and luxury vans and MPVs such as the Toyota HiAce, last sold in India at ₹55 lakh, Toyota Vellfire at ₹1.2–₹1.3 crore and Mercedes-Benz V-Class at ₹1.4 crore. Its largest configuration can carry up to 16 passengers.In its own space, the Urbania outperforms Tata Motors’ Winger, Ashok Leyland’s passenger vehicles and Eicher’s small buses not simply on capacity but also on refinement and revenue potential.While the Winger costs about ₹1.2–₹1.7 lakh per seat, its utilitarian positioning limits the premium charter rates it can command.The Urbania costs roughly ₹1.8–₹2.8 lakh per seat and combines a monocoque platform, independent front suspension, lower noise and vibration, car-like safety and a Mercedes-derived diesel engine to deliver the comfort of a premium vehicle with the economics of a commercial carrier.“The launch of the new Urbania Deluxe marks the next step in that journey. Every enhancement has been driven by a simple philosophy—putting passenger comfort at the centre of the product,” Prasan Firodia, Managing Director, Force Motors, said.What does the new Refreshed Urbania offerThe Urbania Deluxe replaces the existing model and is available across three wheelbases and eight seating layouts. It gets a 134-hp Mercedes-derived 2.6-litre diesel engine, leatherette seats, wood-finish flooring, a power-operated sliding footstep, 16-inch alloy wheels, a 23-cm HD touchscreen, an eight-speaker digital theatre system and three-point seat belts for every passenger.That proposition has attracted corporate transport operators, luxury-tourism companies, hotels, airlines and diplomatic missions. HNIs, celebrities, film-production houses and large families also use the vehicle as a vanity van, mobile office, motorhome or private group-travel vehicle.Fleets drive growthUrbania operators can charge ₹35–₹50 per km, compared with ₹22–₹30 per km for a standard Traveller. Rates can rise to ₹60 per km in luxury tourism and diplomatic travel.On a 3,000-km monthly route, a standard van earning ₹25 per km generates ₹75,000 in gross revenue. An Urbania charging ₹50 per km generates ₹1.5 lakh. The additional ₹10–₹12 lakh invested over a standard van can potentially be recovered within 14–18 months through higher charter rates.Its 11 km/l ARAI-certified efficiency, compared with 8–9 km/l for older ladder-frame vans, can deliver 15–20 per cent fuel savings over a 100,000-km lifecycle.Firodia said the new Deluxe takes the platform “to the next level with enhanced performance, premium features and advanced technology.”Published on July 23, 2026