Customers

Management Approach

The Company is committed to offer sustainable mobility solutions by maintaining the quality of products, ensuring customer safety, appropriate marketing and providing best after-sale service. The Company is continuously expanding its business and providing customers with a diversified selection of quality products. In addition, the Company keeps expanding its sales and service network across Pakistan. To ensure customer satisfaction, the Company takes dealer training initiatives and encourages customer feedback. Further, Company provides safety training to customers throughout the year. The Company follows Honda’s vision and takes into account health and safety impacts of its products to ensure safety of customers and other road users. Constant monitoring and regular reviews are carried out on all business aspects and processes in order to ensure they continue to comply with the Company‘s commitment to produce quality products.

Product Quality

Atlas Honda aims to be a company trusted by its customers for its quality products. The Company focuses on quality at every stage, from the planning of new products through development, manufacturing, distribution and sales to after-sales. The Company evaluates its products’ performance and health & safety impacts. Information derived is used to develop and implement effective solutions. During the year, all products of the Company were in compliance with requirements concerning health and safety impacts.

Honda’s Quality Cycle

The Company’s global partner, Honda Motor Company Limited follows a uniform quality strategy worldwide. In order to live up to the high quality standards, quality assurance activities are governed by a central body at cross band level. By applying and reflecting design and development expertise at the preparation and production stages, the Company is able to deliver enhanced quality through the creation of drawings designed to facilitate manufacturing, as well as develop manufacturing control techniques that limit process variability. Post-sale, improvements are made to product quality based ton an analysis of customer’s feedback. These improvements are reflected in our know-how for the next round of design and development.

Quality Improvement Programs

Marketing & After-Sale Service

Product & Service Labeling

For product information and display, the Company does not only comply with strict local laws and regulations, but also places strong emphasis on safety, human rights, environmental issues and ethical standards. Product labeling is a key feature of the Company’s products display which helps in marketing the product and contains detailed instructions for users. In order to convey product information, an Owner’s Manual is provided to each customer with purchase of each product; it contains all information relating to operation including safe use and maintenance. At the time of delivery, technical features are explained to the customer through demonstration. Moreover, no incidents of non-compliance with regulations and voluntary codes concerning the product and service labeling were reported as all of the Company’s products were in compliance.

Marketing Communication & Anti-Competitive Behaviour

The Company facilitates its customers by providing information and purchasing support services and staying connected through website and social media including Facebook, Twitter and Instagram. Online presence enables the Company:

  • To stay connected with customers round the clock;
  • To help customers in locating the nearest dealers;
  • To provide customers with detailed information pertaining to product features and cost.

The Company makes sure that its advertisement content does not depict any anti-competitive behavior & intentions and abstains from any kind of malicious, offensive or anti-social content in all its marketing communications at all levels. No incidents of non-compliance with regulations and voluntary codes concerning the provision and use of product and marketing communications, including advertising, promotion and sponsorship have been reported during the year. Further, there was no legal action taken against the Company relating to any anti-competitive behaviour, anti-trust and monopoly pactices.

Customer Confidentiality

The Company has implemented a B2B system to administer, control and store data centrally for smooth functioning of its business. Stringent privacy guidelines are in place to ensure security of critical data pertaining to customers. The Company has also developed a business continuity and disaster recovery plan to ensure business continuity. Owing to these measures, there has been no non-compliance pertaining to breach of customer privacy and loss of customer data during the year.

Customer Feedback

The Company is aware that customer expectations and inputs are critical for bringing improvements in product quality and making it more user-friendly. Data on customer complaints and expectations is collected through external survey institutions, market surveys and visits to dealerships. The Company also maintains a track of time taken to resolve complaints. During the year 2018-19, the customer contact center satisfactorily responded to a total of 22,141 calls received from customers regarding complaints, comments and information about the Company’s products.

Dealers Convention

Dealers are at fore-front and each dealership is vitally important to the Company’s continued success. Therefore, the Company only engages with dealers who have the ability to consistently represent its brand. The Company organizes various training sessions to further enrich their skills. During the year, 329 training camps were held which were attended by 13,557 trainees including our staff, mechanics and dealers.

The Company provides its dealers with information on mid and long-term strategies, products, and services in a timely manner. The Company strives to cultivate a relationship of trust and improve communication with dealers and between each other through various sales, service and parts dealer conventions. During the year, 25 conventions were organized in which 14,763 dealers participated.

Free Checkup, Oil Change & Test Rides

The Company organizes a number of customer relationship building activities such as free checkup camps, test rides and oil change activities at different locations throughout the year.This strengthens the Company’s bond with its customers and addresses their concerns. In 2018-19, more than 89,000 customers were served at 769 free checkup camps and 36 oil change camps were held. Mega free checkup camps were arranged on March 23, 2019, to serve customers through camps at over 300 towns.

Customer Safety

The Company’s safety vision is aligned with Honda’s Global Safety Slogan. Further. the efforts to create a safe environment for road users are marked by the Company’s education and awareness initiatives and campaigns.

Safety Riding Training and Education

This year, the Company trained 365 safety advisors at dealerships across all regions. These trainings are aimed at improving users’ riding skills, road signs knowledge and know-how regarding electrical & mechanical maintenance. Further, follow ups were conducted covering 516 safety advisors throughout the network. Safety advisors then in turn imparted the knowledge to customers at dealerships. Further, the safety riding school in collaboration with City Traffic Police, Lahore continued to educate and train young riders.

Safety lectures are an important feature of the Company’s road safety program. Every year the Company engages various institutes, universities and colleges to hold these lectures that impart useful information and help reduce chances of accidents. Following are the details of activities carried out during the year under the banner of safety education:

  • Safety riding training & lectures to employees of law enforcement agencies and various organizations such as USAID, Nestle, Unilever, Honda Cars, Rescue 1122 (2,560 Participants)
  • Safety lectures to students from various educational institutions (17,100 Participants)
Safety Riding Awareness Campaigns

The Company coordinates with traffic police department to create awareness about the use of indicators, side mirrors and helmets. Under this campaign, the Company distributed more than 200,000 pamphlets in Lahore, Karachi, Islamabad, Chakwal and Gujranwala. Moreover, 1,035 helmets and 1,250 sets of back view mirrors were distributed. Around 5,750 lights were checked and replaced.

This year, additional efforts were made to raise awareness regarding Separate Left Lane for motorcyclists. This was done through distribution of brochures, placement of standees, steamers & pylons and social media. Rallies and safety walks were also organized in Lahore, Karachi and Islamabad. On February 23, 2019, a Safety Awareness Rally on “Left Lane Awareness” was organized by the Company in collaboration with Safety Wing of Emergency Services Academy (ESA).

Moreover, 4th Atlas Honda Safety Rally was held in Karachi on December 25, 2018 in which more than 800 customers participated. Gifts and coupons were distributed amongst participants.

Our Management Approach

As a market leader in motorcycle industry in Pakistan, we take a comprehensive approach to product responsibility. We are committed to offering sustainable mobility solutions by maintaining the quality of our products, ensuring customer safety, appropriately marketing our products and providing best after-sale service. We constantly monitor and update all our business aspects and processes relating to product quality, marketing and customers safety to ensure that they are in line with our commitment to sustainability. We are committed to continuously expanding our business and to providing our customers with a diversified selection of quality products. In addition, we keep expanding our sales and service network. Currently, we have a vast network of sales and service outlets in operation across Pakistan. In order to ensure customer satisfaction, we encourage customer feedback and train our dealers. With respect to the safety of our customers and other road users, we follow Honda’s vision and
combine safety features in our products with safety training. During the year, the health and safety impacts of all products were assessed for improvement.

Product Quality

Atlas Honda aims to be a company trusted by its customers by addressing quality as a company-wide issue. The Company seeks to provide top-level quality to customers at every stage, from the planning of new vehicles through development, manufacturing, distribution and sales to after-sales service. The Company validates that manufacturing processes deliver vehicles that meet customer expectations. To enhance the philosophy of cooperation and focus on solving problems, the Company continues to evaluate vehicle performance after its sales and use this information to develop and implement effective solutions.

Honda’s Quality Cycle

Our global partner, Honda Motor Co. follows a uniform quality strategy worldwide. In order to live up to their high quality standards, quality assurance activities are governed by a central body at cross band level.

By applying and reflecting design and development expertise at the production preparation and production (mass production) stages, we are able to deliver enhanced quality through the creation of drawings designed to facilitate manufacturing, as well as develop manufacturing control techniques that limit process variability. Post-sale, swift improvements are being made to product quality based on an analysis of customer feedback; these improvements are reflected in our know-how for the next round of design and development.

Quality Improvement Programs

Marketing & After-Sale Service

Product & Service Labeling

For product information and display, we not only comply with strict local laws and regulations, but also place strong emphasis on safety, human rights, environmental issues and ethical standards. Product labeling is a key feature of our products’ display which helps in marketing the product and contains detailed instructions for users. In order to convey product information, an Owner’s Manual is provided to each customer with the purchase of each product. It contains all information relating to sourcing, contents, safe use, maintenance and disposal.

At the time of delivery, technical features are explained to the customer through demonstration. Moreover, during the year, no incidents of non-compliance with regulations and voluntary codes concerning the product and service labeling, resulted in any fines or warnings, as all products were in compliance with relevant labeling requirements.

Marketing Communication & Anti-Competitive Behaviour

We facilitate our customers by providing information and purchasing support services and staying connected through Website, Facebook, Twitter and Instagram. Our online presence enables us:

  • To stay connected with customers round the clock;
  • To help customers in locating the nearest dealers;
  • To provide customers with detailed information pertaining to product features and cost.

We make sure that our advertisement content does not depict any anti-competitive behaviour or intentions and abstain from any kind of malicious, offensive or anti-social content in all our marketing communications at all levels.

Furthermore, no incidents of non-compliance with regulations and voluntary codes concerning the provision and use of product and marketing
communications, including advertising, promotion & sponsorship and in other business operations have been reported during the year.

Customers’ Confidentiality

We have implemented a B2B system to administer, control and store data centrally for smooth functioning of business. Stringent privacy guidelines are in place to ensure security of critical data pertaining to customers. We have also developed a business continuity and disaster recovery plan to ensure business continuity.

Due to these precautionary measures, there has been no non-compliance pertaining to breach of customer privacy and loss of customer data during the year.

Customers’ Feedback

We are aware of the fact that customers’ expectations and inputs are critical for bringing improvements in product quality and making it more user-friendly. Data on customer complaints and expectations is collected through external survey institutions, market surveys and visits to dealerships. We also maintain a track of turnaround time in which complaints are resolved. In order to ensure effective operations of customer care center, we organize trainings for our staff. During the year 2017-18, these centers satisfactorily responded a total of 12,658 calls received from customers regarding complaints, comments and information about our products.

Dealers Convention

We provide all our dealerships with information on mid and long-term strategies, products, and services in a timely manner. We strive to cultivate a relationship of trust and improve communication among dealers and between dealers and Atlas Honda through various sales, service and parts dealer conventions. During the year, we organized 10 conventions having participation of 7,216 dealers.

For us, dealers are at fore-front and each dealership is vitally important to our continued success in the market. Therefore, we only engage with dealers who have the ability to consistently represent our brand. We organize various training sessions to further enrich their skills. During the year, 285 training camps were held which were attended by 5,125 trainees including our staff, mechanics and dealers.

Free Checkup, Oil Change & Test Rides

We organized various customer relationship building activities like free checkup camps, test rides and oil change activities at different locations throughout the year to strengthen our bond with customers and address their concerns. In 2017-18, 2,266 customers were served at free checkup camps and 223 oil change camps were held.

In another initiative, mega free checkup camps were arranged on March 23, 2018, to serve more than 86,000 customers through 674 free checkup camps
at over 300 towns.

Pakistan Auto & Parts Show 2018

The Pakistan Association of Automotive Parts and Accessories Manufacturers (PAAPAM) organized Pakistan Auto Show 2018 at the Expo Centre, Lahore from 2nd to 4th March 2018. The event was aimed at showcasing achievements of Pakistan’s automotive industry. We presented our portfolio of motorcycles along with genuine parts at the event. Further, safety simulator was also set up for safe riding training of our customers.

Customer Safety

Our safety vision is aligned with Honda’s Global Safety Slogan. Our efforts to create a safe environment for road users are marked by our education and awareness initiatives and campaigns.

Safety Riding Training and Education

As a part of safety education initiatives, this year, we trained 304 Safety Advisors at dealerships across all regions. These trainings are aimed at improving users’ riding skills, road signs knowledge and electrical & mechanical maintenance know-how. Further, follow ups were conducted covering 516 Safety Advisors throughout the network. Safety Advisors then in turn imparted the knowledge to 32,457 customers at dealerships.

Moreover, the safety riding school in collaboration with City Traffic Police, Lahore continued to educate and train young riders. In 2017-18, 14,500 license applicants received the training.

Safety lectures have always been important feature of our road safety program. Every year we engage various institutes, universities and colleges to hold these lectures that impart useful information and help reduce chances of accidents. Following are the details of activities carried out during the year under the banner of safety education:

  • Safety riding training & lectures to Law Enforcement Agencies (Participants: 212 Officers)
  • Safety riding training to employees of various organizations such as USAID, Nestle, Unilever, Honda Cars, Rescue 1122. (Participants: 1,477
    Employees)
  • Safety lectures to students from various educational institutions (Participants: 22,409 Students)
Safety Riding Awareness Campaigns

We coordinate with Traffic police Department to create awareness about the use of indicators, side mirrors and helmets. These safety measures can save motorcyclists from accidents and injuries. Under this campaign, we distributed more than 150,000 pamphlets in Lahore, Karachi, Islamabad, Chakwal and Gujaranwala. Moreover, 636 helmets were distributed in Lahore and Islamabad. 425 back view mirrors and 5,780 lights were checked and replaced in Faisalabad, Karachi, Islamabad and Multan.

A Safety Gala was also organized in Islamabad in which various activities were carried out including Safe Motorcycle Riding Competition and training of young riders through simulator. More than 30,000 people attended this event. Moreover, 3rd Atlas Honda Safety Rally was held in Karachi on December 25, 2017 in which more than 2,500 customers participated.

Management Approach

AHL is committed to offer quality products focusing on customer safety aspects with minimal impacts on the environment. It delivers value to customers based on its brand philosophy, through every touch point with customers, in terms of quality of products, after-sales service, and communication with customers. It believes that automakers have an important responsibility to constantly offer quality products meeting comfort and safety standards. We aim to safeguard safe mobility for the generations to come via safety training of customers to provide them with an ownership experience that exceeds their expectations and makes them feel the brand, maintaining a special bond with them.

Product Life Cycle Assessment

AHL is focused to meet the most progressive needs for mobility, reducing environmental impact of its products and ensuring excellent levels of performance. In its effort to ensure the sustainability of its products, the Company takes into account the entire life cycle, which comprises the design, procurement of raw materials, production, proper use of the product by customers, and final disposal and/or recycling of the components and raw materials.

During the year, the health and safety impacts of all products were assessed for improvement.

Product Quality

Atlas Honda aims to be a company trusted by its customers by addressing quality as a company-wide issue. The Company seeks to provide top-level quality to customers at every stage, from the planning of new vehicles through development, manufacturing, distribution and sales to after-sales service. The Company validates that manufacturing processes deliver vehicles that meet customer expectations. To enhance the philosophy of cooperation and focus on solving problems, the Company continues to evaluate vehicle performance after its sales and use this information to develop and implement effective solutions.

Honda’s Quality Cycle

Our global partner, Honda Motor Co. follows a uniform quality strategy worldwide. In order to live up to their high quality standards, quality assurance activities are governed by a central body at cross band level.

By applying and reflecting design and development expertise at the production preparation and production (mass production) stages, we are able to deliver enhanced quality through the creation of drawings designed to facilitate manufacturing, as well as develop manufacturing control techniques that limit process variability.

Post-sale, swift improvements are being made to product quality based on an analysis of customer feedback; these improvements are reflected in our know-how for the next round of design and development.

Quality Improvement Programs

Following initiatives were taken during the year to evaluate quality and customer contentment:

Customer Safety

Global Safety Slogan-Safety for Everyone

“Honda dreams of a collision-free mobile society where our customers, and everyone sharing the road, can safely and confidently enjoy the freedom of mobility”.

As exemplified by the remarks of our global partner & founder of Honda, Soichiro Honda that “as long as we are handling a mode of transportation, we are entrusted with human lives”.

The Company’s activities in education and awareness form an important contribution to its efforts to foster road safety knowledge. Education and awareness measures, such as road safety campaigns, road safety lectures and community outreach programs continue to influence the attitudes and behaviors of all road users. For increasing safety consciousness, the Company performed following activities:

Safety Riding School

Safety riding school established in collaboration with City Traffic Police, Lahore continued to educate and train young riders for improving riding skills, road signs knowledge & information regarding electrical and mechanical maintenance. In 2017, 16,000 license applicants received valuable training of safety riding out of which 1,495 candidates were certified with best performance. 1,000 female riders successfully completed training program. This includes training of 115 wardens as “Master Trainer” who will act as trainer for other females.

Safety Lecture

Safety lectures have always been important feature of road safety program. Every year the Company engages different institutes, universities and colleges to hold these lectures that impart useful information and helps to reduce accidents in future. This year safety riding sessions were organized for staff of Nestle and USAID.

Lectures and practical demonstration of safe motorcycle riding from qualified instructors contributed to deeper understanding of traffic safety of more than 1,500 participants. This year more than 12,800 students from 15 colleges benefited from these lectures. Strong emphasis was placed on following traffic regulations, using helmets and other safety measures to ensure safe riding.

Safety Riding Awareness Campaigns

Atlas Honda Limited with combined efforts of traffic police department created awareness about the use of indicators, back view mirrors and importance of helmet. These are most important safety measures by a motorcyclist which can reduce the risk of accidents and it also protects rider from any serious injury.

This campaign was conducted in Lahore and Islamabad in which 250,000 pamphlets were distributed. Moreover, 500 helmets were distributed in Lahore and Gujranwala, and 1,700 side view mirror and 4,700 lights were checked and replaced in Lahore, Chakwal, Rawalpindi and Islamabad.

Distribution of Calendars

As part of the safety awareness drive and to further emphasize the importance of safety, for the year 2017, the Company chose “Safety First” as a theme for its calendars. The calendars included information which aimed at raising awareness about traffic lights, use of helmets, overtaking, responding to mobile-phone while riding, one-wheeling, use of headlights, speed limits, speed breakers, rash riding, use of horn & indicators and keeping distance from other vehicles. The calendars were distributed widely amongst customers and other stakeholders.

Marketing and After Sales

Aiming to maintain its brand & special tie with its customers, the Company promotes advertising activities. The Company reached more than 20,000 customers through distribution of leaflets, brochures, floats and other activities. Moreover, the Company promotes the use of genuine spare parts and accessories, and ran various campaigns to spread awareness among customers to avoid the use of counterfeit parts.

Marketing Communication and Anti-competitive Behavior

Due to the increase in social media communications, the Company facilitates its customers by providing information and purchasing support services by staying connected through website, Facebook, twitter and Instagram. The Company’s online presence enables it;

  • To stay connected with customers round the clock;
  • To help customers in locating the nearest dealers;
  • To provide customers with detailed information pertaining to product features and cost.

The Company makes sure that its advertisement content does not depict anti-competitive behavior and intentions, and abstains from any kind of malicious, offensive or anti-social content in all its marketing communications at the mass and local levels. Our products are neither banned nor prohibited in the country.

Furthermore, no incidents of non-compliance with regulations and voluntary codes concerning the product labeling, provision and use of product & marketing communications, including advertising, promotion and sponsorship have been reported.

Product & Service Labeling

For product information and display, the Company not only complies strictly with local laws and regulations, but also places strong emphasis on safety, human rights, environmental issues, and ethical standards.

An Owner’s Manual is provided to each customer with the purchase of a product; it contains all information relating to safety, operation and maintenance of the vehicle. At the time of vehicle delivery, technical features of the vehicle are explained to the customer.

Customer Privacy

The Company has implemented B2B system to administer, control and store data centrally for smooth functioning of business. Stringent privacy guidelines are in place to ensure security of critical data pertaining to customers. The Company has also developed business continuity and disaster recovery plan to ensure business continuity.

Due to the above mentioned precautionary measures, no instance of non-compliance pertaining to breach of customer privacy and loss of customer data has been reported in the year 2016-17.

Customer Feedback

AHL is aware of the fact that customer expectations and inputs are critical for bringing improvements in vehicle quality and make it more users friendly. The Company collects the data on customer complaints and expectations through evaluations by external survey institutions, market surveys and visits to dealerships.

Believing that listening closely to customers’ voice is the foundation for developing better products. The Company maintains a track of turnaround time in which complaints were resolved. In order to ensure the effective operations of call center, the Company also conducted customer contact center training for 132 service and contact center staff of Lahore, Gujranwala, Rawalpindi & Multan regions. During the year 2016-17, the customer contact center satisfactorily responded a total of 6,597 calls received from customers regarding complaints, comments and information about the product.

During the year, we conducted a customer satisfaction survey for customers who had received after-sales service from a dealer in order to ascertain levels of customer satisfaction in the service domain. The survey method involved a design enabling minute measurements of satisfaction for each part of the service process at a dealer, with the survey findings used to provide guidelines for each dealer. While comparing these guidelines with actual practices at dealers, efforts are being made to make improvements toward better service quality by implementing a plan-do-check-act (PDCA) cycle.

Dealer’s Convention

AHL works to provide all its dealerships with information on mid and long-term strategies, products, and services in a timely manner. To cultivate relationships of trust, the Company strives to deepen communication among dealerships and between dealerships and Atlas Honda, via various Sales, Service and Parts Dealers’ Convention. During the year, the Company also organized 10 conventions having participation of 7,500 dealers.

At AHL, dealers are fore-front sales force and each dealership is vitally important to the continued success of the Company in the market. Therefore, the Company recognizes a group who consistently represents the brand well and delivers customers, a high level experience when selling vehicles. To further enrich their skills, the Company has organized various training sessions. These trainings were attended by 9,600 service staff, 742 warranty & other dealer and 2,715 general mechanics.

Free Checkup, Oil Change & Test Rides

Customer relationship building activities like free checkup camps, test rides and oil change activities are organized at different locations throughout the year to strengthen the Company’s bond with customers and address their concerns. In 2016-17, 50,000 customers were served at free checkup camps and 232 oil change camps were held.

In another initiative, mega free checkup camps were arranged on 23rd March, 2017, approaching more than 80,000 customers through 720 free checkup camps across 340 towns to further strengthen the bond with customers.

Pakistan Auto and Parts Show 2017

The Pakistan Association of Automotive Parts and Accessories Manufacturers (PAAPAM) organized Pakistan Auto Show 2017 at the International Expo Centre, Karachi from 3th-5th March 2017. The event was aimed at showcasing the achievements of Pakistan’s automotive industry and auto parts manufacturing sectors. The Company presented its comprehensive product portfolio and communicated sustainability messages about its products to the customers during the event.

Product Financing

With the main obective to make the product easily available to the customers, the Company entered into strategic alliances with six reputable banks namely Habib Bank Limited, Meezan Bank Limited, United Bank Limited, MCB Limited, Khushali Bank Limited and Standard Chartered Bank, Pakistan. Various Ijarah/ lease products, credit card and easy installments products have been designed in order to provide the customers with Honda motorcycles at affordable pricing and rates.