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History of Pakistan's Automobile Industry

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History of Pakistan's Automobile Industry History of Pakistan’s Automobile Industry Following international trends, the automobile industry in Pakistan showed substantial growth in the years under review. The growth was aided by favorable government policies during this period and levy of lower import duties on raw material inputs and on intermediate products. A significant rise in demand for automobiles, propelled at least partly by easy availability of auto leases and loans from banks and leasing companies at low financial cost, was instrumental in the fast growth of the sector. The expansion in the sector, besides boosting the country‟s industrial output, also provided significant direct and indirect employment opportunities. In the past years, there has been a high growth of more than 40 percent per year in the automobile market. The growth declined somewhat in 2008 and 2009 due mainly to a dip in demand because of rising prices and lease financing becoming expensive for the consumers. Pakistan Car Industry The first automobile plant was set up in May 1949 by General Motor & Sales Co. It was set up on an experimental basis, however grew into an assembly plant. Seeing such progress, three major auto manufacturers from the US collaborated with Pakistani business men to set up; Ali Automobiles to manufacture Ford Products in 1955, Haroon Industries to assemble Chrysler Dodge cars in 1956, Khandawalla Industries to assemble American Motor Products in 1962, and Mack Trucks Plant in 1963. However towards the end of the seventies all automobile assembly in Pakistan stopped, until 1983 when Pak Suzuki started manufacturing their vehicles in Pakistan. Further Toyota Indus Motors was set up in 1990, followed by Honda. Today we have four major automobile manufacturing industries, these include, Toyota Indus Motors, Pakistan Suzuki, Honda Atlas, and Diwan Farooq Ltd. The most recognized are Toyota, Honda, and Suzuki; producing the majority of the light weight vehicles.Now in Pakistan the growth rate of sale of car is 49.63% in the recent year. 1 HISTORY OF HONDA ATLAS CARS Honda Japan Soichiro Honda had a great interest in automobiles. He worked as a mechanic at a Japanese tuning shop, A self-taught engineer, he later worked on a piston design which he hoped to sell to Toyota. The first drafts of his design were rejected, and Soichiro worked painstakingly to perfect the design, even going back to school and pawning his wife's jewelry for collateral. Eventually, he won a contract with Toyota and built a factory to construct pistons for them, which was destroyed in an earthquake. Due to a gas shortage during World War II, Honda was unable to use his car, and his novel idea of attaching a small engine to his bicycle attracted much curiosity. He then established the Honda Technical Research Institute in Hamamatsu, Japan, to develop and produce small 2-cycle motorbike engines. Calling upon 18,000 bicycle shop owners across Japan to take part in revitalizing a nation torn apart by war, Soichiro received enough capital to engineer his first motorcycle, the Honda Cub. This marked the beginning of Honda Motor Company, who would grow a short time later to be the world's largest manufacturer of motorcycles by 1964. 2 Honda Atlas Cars Pakistan Honda Atlas Cars Pakistan Limited is a joint venture between Honda Motor Company Limited Japan, and the Atlas Group of Companies, Pakistan. The company was incorporated on November, 1992 and joint venture agreement was signed on August, 1993. The ground breaking ceremony was held on April 17, 1993 and within a record time of 11 months, construction and erection of machinery was completed. The first car rolled off the assembly line on May 26, 1994. Official inauguration was done by President of Pakistan, Sardar Farooq Ahmad Khan Leghari. Mr. Kawamoto, President of Honda Motor Company Limited Japan was also present to grace the occasion. On July 14, 1994, car bookings started at six dealerships in Karachi, Lahore, and Islamabad. Since the commencement of production in 1994, the company has produced and sold more than 150,000 cars till Oct, 2008.All dealerships are constructed in accordance with the standards defined by Honda World over. In 1996 the full model change was introduced, after just one and half year of commencement of production. Three models in Civic VTI, EXI and LXI with 1.6L and 1.5L engines were introduced in VTI and EXI models respectively. In 1997 Honda CITY 1.3L car in ET and EX models and Honda City EXI with 1.5L were launched. Currently they are offering 9 different models of Honda CIVIC and CITY cars in wide range of colors with unique technological and other features. Now the dealership network comprises eighteen 3-S dealerships in 10 major sites of Pakistan and almost 57500 cars have been sold till March 2004. 3 Introduction of Honda Atlas Cars Pakistan Honda Atlas Cars Pakistan Limited is a joint venture between Honda Motor Company Limited Japan, and the Atlas Group of Companies, Pakistan. The company is listed on Karachi, Lahore and Islamabad Stock Exchanges.The principal activities of this company include assembling, manufacturing and selling of passenger cars and spare parts. The company has introduced four new models of Honda Civic and four models of Honda City and it introduced the third generation Honda City on January 31, 2009. Accord CR-V Honda Atlas Cars Civic City Honda Atlas registered a positive growth in vehicle sales. The Dealerships Network has expanded and now the company has sixteen 3S (Sales, Service and Spare Parts) and thirty 2S (Service and Spare Parts) Pit stops network in all major cities of Pakistan. Percentage of local parts conforms to the government's policy. Local vendors are continuously patronized to develop parts locally. The quality of local parts is thoroughly checked to meet stringent international standards. It is the constant endeavor of Honda Atlas Cars (Pakistan) Limited to achieve No .1 Customer satisfaction. Honda Atlas Cars (Pakistan) Limited is committed to meet customer expectations, and to provide good value for money. 4 Vision Statement “Focusing on satisfaction (customers‟, associates‟ and shareholders‟) With challenging spirit and flexibility, we are dedicated to supplying latest Generation cars with advanced technology, greater fuel efficiency and Competitive prices, along with friendly and efficient after sales back up, Maintaining “quality” as core of all activities”. 5 Mission Statement “A dynamic growth oriented company through excellence in quality, dedication to provide greater fuel efficiency at competitive prices, and service ensuring attractive returns to equity holders, rewarding associates according to their ability and performance, fostering a network of engineers and researchers ensuing unique contribution to the development of the industry, customer safety, satisfaction and protection of the environment by producing emission friendly green products as a good corporate citizen fulfilling its social responsibilities in all respects” 6 4 P’S of marketing in HACPL The marketing P includes: 1. Planning of product 2. Market access of product 3. Market condition of product 4. Introduction of latest technology in a product etc. 7 Products HONDA CITY Honda City was first launched by HACPL on January 22-23, 1997. Honda's all-new Third Generation Honda City was launched in January 31 2009. It comes with a completely new design, new engine, and roomy cabin and equipped with various active and passive safety features. The company has also launched the 1.3L MT & AT versions of the City. The new Honda City features SOHC, 16 valve 4-Cylinder i-VTEC engine. 8 HONDA CIVIC: The Civic is Honda‟s largest selling model globally and is now sold in approximately 160 nations and regions worldwide. Honda Civic was first launched in Pakistan on January 10-11, 1996. The new Honda Civic Reborn was launched on July 29, 2006. The new Civic Reborn was launched with more aggressive and sportier look. The introduction of stylized Dark Smokey Headlights & Crystalline Octagonal Tail Lights enhances the modern look of the car. New Civic Reborn is available in 4 variants – i-VTEC (MT), i- VTEC (PT), VTI ORIEL (MT) & VTI ORIEL (PT). It features 16-Valve SOHC i-VTEC 4-Cylinder engine. 9 HONDA ACCORD: The Honda Accord was first introduced as a Completely Built Unit (CBU) import in Pakistan on August 11, 2005. HACPL launched the new model of Honda Accord on July 20, 2008. The Honda Accord is available in 2.4L engine. It is available on confirmed order basis for the customers .The All-new Accord comes with 5-speed Automatic transmission. The AT now has Shift Holding System which avoids unnecessary gear shifting on winding roads and helps in hassle free drive. The 2.4L Honda Accord features DOHC, 16-Valve 4-Cylinder i-VTEC engine. 10 HONDA CR-V The Honda CR-V is sold as a Completely Built Unit (CBU) import and is available on confirmed order basis for the customers. The Honda CR-V was first introduced in Pakistan in 2005. The all new refreshed version of CR-V was introduced on July 20, 2008 which offered its customers a distinctive combination of „the comfort of a sedan with the thrills of a SUV‟. The new Honda CR-V offers its customers a distinctive combination of refined styling and high quality. The Honda CR-V is available in 2.4L MT with Real-time 4WD. Honda CR-V features i- VTEC DOHC 4-stroke in-line 4 cylinder engine. 11 12 Departments of Honda Atlas MARKETING DEPARTMENT Marketing department is of special significance to the company. They use different marketing strategies to promote a new product e.g. a new model of Honda Civic. They are in continuous touch with the market in order to get daily updates for their products and new marketing strategies.
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