DC Design plans Sanand facility; indigenous supercar by year-end

Automobile designer Dilip Chhabria's DC Design will roll out India's first indigenously developed sports car the DC Avanti, by the end of the year. The firm is also investing Rs60 crore in a new plant at Sanand, the fast-developing auto hub in Gujarat, Chhabria told newspersons in Ahmedabad on Wednesday.

The new plant will be ready by 2014 and will have a capacity of 3,500 units a year. The first supercar, the DC Avanti, will be followed eventually by super-SUVs, Chhabria said.

"I want DC Design to manufacture limited edition cars. Once we are done with 4,000 units of one variant, we would phase that out and introduce a new model in the market. With aspirational young executives getting on board to own their sports car and luxury cars, we have decided to operate in the 25-30 lakh segment," he said.

DC Design has so far specialised in customising existing models of luxury cars, but Chhabria has been talking for some time now about the company manufacturing its own models from scratch.
The first DC Avanti is expected to be out by December. "We will be having the demo cars out for customers by October this year," he said while announcing the inauguration of a DC Design showroom in Ahmedabad that will open on 28 April.

The manufacturing unit in Gujarat will be in joint venture with the promoters of Abhidev Automotives Pvt Ltd, who will provide the land and basic infrastructure to DC Design for the unit. The new facility will initially focus on DC's forte of redesigning existing cars, but will eventually start rolling out all-DC models.

Currently, DC Design has manufacturing facilities in Pune, Mumbai and Gurgaon, which churn out 600-800 cars every year. It has over 15 products, including "ultra-premium luxury upgrade" for popular mass cars like the XUV500, Innova and Fortuner or coaches like Volvo B9R, Isuzu and mini-buses like Force Traveller.
"If we plan to manufacture DC Avanti in Gujarat in the second phase, then we will need an investment of about Rs60 crore. We could even develop a niche SUV (sports utility vehicle) here," Chhabria said.

DC Design has opened its luxury car showroom in Ahmedabad and expects to sell 40 units in the state every month, said Shaunak Shah, director of DC's partner Abhidev Automotives. DC Design already has retail outlets across Delhi, Chennai, Hyderabad, Surat, Mumbai, Pune, Kochi, Raipur and Bengaluru.