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The Company
Atlas Honda Limited is a public listed company which was incorporated on October 16, 1962. It is a joint collaboration between Honda Motor Company Limited Japan, the largest and most reputed motorcycle brand in the world, and Atlas Group, one of Pakistan’s most renowned business conglomerates. The Company is principally engaged in progressive manufacturing and marketing of motorcycles and spare parts.
Atlas Honda Limited is the largest motorcycle manufacturer in Pakistan with the strongest brand value and highest customer loyalty. The Company is considered a pioneer of motorcycle industry in the country and has been leading two wheeler market successfully for over 50 years.
The Company currently has a production capacity of over 1.5 million units per annum and continues to maintain its status as market leader both in terms of volume and quality. It also exports its motorcycles and spare parts to Bangladesh and Afghanistan.
With highest quality products, state of the art manufacturing facilities, largest dealership network & impeccable after sales service, Atlas Honda Limited is today considered a benchmark for two wheeler manufacturing. It has been proudly and successfully fulfilling its role as the flag bearer of motorcycle industry in Pakistan.
As one of the largest tax payers in the private sector and being one of the best employers in the country, Atlas Honda Limited stands as a beacon of light for the corporate, social and intellectual sectors of Pakistan.
Establishments
Registered Office:
1-Mc Leod Road, Lahore-54000
Manufacturing Facilities:
Karachi plant
F-36, Estate Avenue, S.I.T.E., Karachi-75730
This is the mother plant of the Company. Atlas Honda Limited started its operations from here back in 1963. It is spread over 5 acres and is used for manufacturing CD70 (one of Company’s most famous models). It also operates as Company’s Head Office.
Sheikhupura plant
26-27 KM, Lahore-Sheikhupura Road, Sheikhupura-39321
This plant is the country's largest in-house manufacturing facility for motorcycles and related spare parts. It's a modern state of the art factory that is involved in manufacturing of all the models of the Company. Its spread over 27 acres.
Branch Offices:
- 1st Floor, 28-Mozang Road, Lahore
- Islamabad Corporate Center, Plot No. 784/785, Golra Road, Islamabad
- 1st Floor, Meezan Executive Tower, 4-Liaquat Road, Faisalabad
- Azmat Wasti Road, Multan
- 2nd Floor, Dawood Centre, Autobhan Road, Hyderabad.
- Makhdoom Altaf Road, West Sadiq Canal Bank, Near City School, Rahimyar Khan
Showroom:
West View Building, Preedy Street, Saddar, KarachiWarranty & Training Centres:
- 1st Floor, 28-Mozang Road, Lahore
- Azmat Wasti Road, Multan
Financial
Authorized Share Capital:
Rs. 1,500,000 thousand (150,000,000 shares)
Paid Up Capital:
Rs. 1,240,879 thousand (124,087,935 shares)
Stock Exchange Listings:
Pakistan Stock Exchange
Stock Exchange Symbol:
ATLH
General
Company Registration Number:
CUIN 0001569
National Tax Number (NTN):
0801063-3
Sales Tax Number:
02-06-8711-001-37
Auditors:
Shinewing Hameed Chaudhri & Co. Chartered Accountants
Legal Advisors:
Mohsin Tayebaly & Co.
Tax Advisor:
EY Ford Rhodes, Chartered Accountants
Shares Registrar:
Hameed Majeed Associates (Pvt.) Limited H. M. House, 7-Bank Square, Shahrah-e-Quaid-e-Azam, Lahore
Bankers:
- Allied Bank Limited
- Askari Bank Limited
- Bank Al-Habib Limited
- Bank Alfalah Limited
- Faysal Bank Limited
- Habib Bank Limited
- Habib Metropolitan Bank Limited
- Khushali Bank Limited
- MCB Bank Limited
- Meezan Bank Limited
- National Bank of Pakistan
- Standard Chartered Bank (Pakistan) Limited
- United Bank Limited
Memberships of Major Associations:
- Pakistan Automotive Manufacturers Association (PAMA)
- Pakistan Business Council
- Federation of Pakistan’s Chambers of Commerce and Industry
-
Chambers of Commerce and Industry of:
- Karachi
- Lahore
- Sheikhupura
- Overseas Investors
- Management Association of Pakistan
- Marketing Association of Pakistan
CEO’s Message
Dear Stakeholders,
It is my esteemed pleasure to welcome you all on our Company’s website.
Corporate social responsibility remains the guiding principle in all areas of activity. With the largest manufacturing facilities of motorcycle industry in the country, the Company also has the most modern systems and processes in place that are reviewed periodically to keep them abreast with changing needs and requirements of modern day manufacturing. We strive to maintain highest standards of quality and excellence in all our processes. This dedication to perfection enables us to manufacture products that are constantly rated as the best in the country, resulting in maximum customer satisfaction and highest brand equity. All products and production facilities are environment friendly. Environment is sacred for Atlas Honda. We feel that it is our duty to protect the environment for future generations.
Additionally, the Company is also helping the Government exchequer by being among the highest tax payers in the country. It is the pursuit of excellence in all areas of business that defines us. The compensation / benefit packages and the working environment are among the very best in the industry. With a consistent payout to shareholders, the Company has been outperforming the KSE 100 index on stock exchange for several years.
The Company’s real competitive advantage comes from its associates who are technically skilled and professionally committed. They are the real strength of our manufacturing and marketing powers. These talented individuals have managed to nurture a unique element we are most proud of – the culture of Atlas Honda. The work ethics & business practices of the Company have their roots in more than 50 years of responsibility and dedication. High ideals have been pursued by the Company at good times as well as through tough times. It is this consistency that has made Atlas Honda a market leader.
We take great pride in our long term partnership with Honda Motor Company Limited Japan and would like to acknowledge their continued support and cooperation in maintaining high standards of excellence. I take this opportunity to thank our valued customers for their trust, the management team for their sincere efforts and Board of Directors for their guidance. I would also like to acknowledge the contributions of all stakeholders – Bankers, Dealers, Vendors, Associates and Shareholders for helping build Atlas Honda Limited into a unique Company.
Saquib H. Shirazi
Chief Executive Officer
Vision
“Market leader in the motorcycle industry, emerging as a global competitive centre of production and exports.”
Mission
“A dynamic growth oriented company through market leadership, excellence in quality and service and maximizing export, 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 satisfaction and protection of the environment by producing emission friendly green products as a good corporate citizen fulfilling its social responsibilities in all respects.”
Strategic Goals
Customers
Our Customers are the reason and the source of our business. It is our joint aim with our dealers to ensure that the customers enjoy the highest level of satisfaction from use of Honda motorcycles.
Quality
To ensure that our products and services meet the set standards of excellence.
Local Manufacturing
To be the industry leader in indigenization of motorcycle parts.
Technology
To develop and maintain distinct business advantages through continuous induction of improved hard and soft technologies.
Shareholders
To ensure health and viability of business and thus safeguarding shareholders’ interest by maximizing profit. Payment of regular satisfactory dividends and adding value to the shares.
Employees
To enhance and continuously update each member’s capabilities and education and to provide an environment which encourages practical expression of the individual potential in goal directed team efforts and compensate them attractively according to their abilities and performance.
Corporate Citizen
To comply with all Government laws, rules and regulations and to maintain a high standard of ethics in all operations and to act as a responsible member of the society.
Quality Policy
- Commitment to provide high quality motorcycles & parts.
- Right work in first attempt and on time.
- Maintain and continuously improve quality.
- Training of manpower and acquisition of latest technology.
- Safe, clean and healthy environment.
- Market leadership and prosperity for all.
Company History
The Company named Atlas Autos Limited signs Technical Assistance Agreement with Honda Motor Company Limited. The historical ceremony takes place in Tokyo in 1963, where Mr. Yusuf H.Shirazi and Mr. Soichiro Honda grace the occasion with their presence. The journey of association with Honda begins.
Atlas Autos Limited becomes the first two wheeler company in Pakistan to get listed on stock exchange.
The Commercial production commences with sanctioned annual capacity of 6,000 units.
Company launches a series of models. Honda C 50, Honda C 90 and S 90 gained immense popularity among the customers and the journey to become the nations’ ride started.
The Company develops Pakistan’s first gas operated Paint shop. This paint shop results in cost economies and become a source of additional revenue through utilizing its excess capacity.
Mr. Ayub Khan, then President of Pakistan, visits the plant.
Honda Motor Company Limited, Japan continues to extend assistance in the local manufacture to the Company. The team of high class engineers from Japan imparts technical training to local employees and supports the Company in re-organization of its factory affairs.
Atlas Epak Pakistan, a sister concern is established in East Pakistan (now Bangladesh). The two Companies exchange locally produced components and parts. In addition, Atlas Epak Limited produces heavy tools and dies used in the manufacture of local components by Atlas Autos Limited.
An in-house engineering work shop is set up in Karachi and Company’s dream of developing a completely localized product takes its first step.
As a result of war of 1971, the Company loses control on Atlas Epak Limited.
President of Pakistan, Mr. Zulfiqar Ali Bhutto visits the plant.
The Company faces great challenges due to loss of Atlas Epak Limited. Mr. Soichiro Honda offers markets of Iran and African countries as a way to assist, but Mr. Shirazi remains committed to Pakistan. Under his guidance, the Company continued to invest in machineries and equipments and explore alternate revenue sources through start of core defense production. In order to keep abreast with the latest techniques of management, the Company introduces “Management by Objectives” (MBO) system of management.
The Company continues rapid acceleration in localization of imported components. The Company concluded agreements for the local manufacture of various Honda motorcycle parts.
Faced with growing demand and amidst aggressive expansion plans, the Company launches two of its longest running and most popular production models, the fuel efficient CD 70 and high performance CG 125. Due to their unique features, these models became the Company’s flagship products. Restriction on imported components is lifted and the Company utilizes its full capacity of 18,000 units for the first time.
Panjdarya Limited, an associated company, is incorporated with its plant facility at Sheikhupura for increasing product distribution in Punjab. Second Technical Assistance Agreement is signed with the Honda Motor Company Limited. Relay out, modernization and balancing of manufacturing facility is carried out, which was entirely financed by Company’s own resources.
In collaboration with the Association for Technical Scholarships of Japan, series of technical seminars are held in Pakistan for the first time.
In connection with plant development efforts, several technical teams, including high dignitaries from Honda Motor visits the plant.
A motorcycle Technical Training Centre is established in Lahore to give special attention to train mechanics and users from the rural areas where adequate service facilities are not available.
Panjdarya Limited commences commercial production at its Sheikhupura plant.
The 2 – stroke MB 100 is launched with a memorable advertising campaign.
The President, Mr. Zia ul Haq visits the plant.
First major capacity expansion undertaken by the Company. Accordingly, capacities are expanded and improved quality is achieved in press, die making, tool room and welding shops. Moreover, modern lines for manufacturing of various functional components are added.
New Honda CD 70 with econo-power engine is launched and becomes an instant hit.
Japanese Investment Mission, Ambassador of Japan to Pakistan and senior government officials visit the plant.
With the achievement of localization level of 50%, the Company continues its stride towards the goal of complete indigenization of motorcycle manufacturing in Pakistan. A Quality Circle Movement, called “Ala Mayar Circle” is started aiming at fostering improvement in management, quality control and manufacturing techniques.
Atlas Autos Limited organizes the first ever Vendor Conference. The conference serves as a platform for exchange of ideas and future plans with vendors and builds long term relationship to improve quality, safety and business performance.
Prime Minister Muhammad Khan Junejo visits the Company.
Engine Parts Manufacturing Plant is installed. This project introduces new advanced technology in engine manufacturing in the country and provides opportunities for development of local vendor industry.
Joint venture Agreement is entered with Honda Motor where it acquires 10% equity in Atlas Autos Limited. Mr. K. Nagata, Director of Honda Motor Company Limited visits Pakistan to formalize the agreement. The association aimed at continuous improvement in products to satisfy the changing needs of the users and to strengthen the Company’s technological and production capabilities.
Technical Collaboration Agreement is signed between Panjdarya Limited and Showa Manufacturing Company for manufacture of shock absorbers.
Board of Directors approved the scheme of amalgamation of Atlas Autos Limited and Panjdarya Limited to consolidate Honda motorcycle operations in Pakistan. The name of the new merged Company is changed to Atlas Honda Limited. The merger is envisaged to give the business additional financial strength and flexibility. With this merger, Honda Motor’s holding in the merged company increased to 20%. Mr. Soichiro Honda visits the Company.
The Company continues to expand its model lineup with the launch of new Honda CD 70.
CG 125 engine parts manufacturing plant is installed at Sheikhupura and new model of CG 125 is launched.
To strengthen market position, a new Honda CD70 model with the latest CDI technology is launched.
The Company managed to formalize 4 technical assistance agreements between Japanese companies and vendors. Thus, The Company continues to play a key role in transfer of technology and vendor development in Pakistan.
Atlas Honda signs an export agreement with Honda Motor Company Limited and initiates its first exports to Bangladesh, Nepal, Sri Lanka, Middle East and Central Asia.
The Company receives ISO 9002 certification for both Karachi and Sheikhupura plants.
The Company receives Excellence Award from the Employers’ Federation of Pakistan for being among top ten companies for its human resource and industrial relation policies and practices.
The Company holds 1st ever dealer convention of motorcycle industry in Pakistan.
Company achieves the localization level of 85%. It deleted hi-tech components such as CDI units, Drum Assembly and Gear Shift components through transfer of technology from Japanese companies.
The Company achieves the land mark sales level of 100,000 units by selling 117,209 units in the year.
The governance practices of the Company are recognized by top independent institutes. Accordingly, Company receives “Best Corporate Report” and “Top 25 Companies” award.
An invigorating advertising campaign is launched on the electronic media with the tag line of “Mein Te Honda-i Le Saan” (I will buy Honda only). The advertisement remained instrumental in reinforcing the Company’s quality and brand in the consumers’ minds through humongous recall value.
The Company enters 100cc category market with the launch of the Honda CD100.
The Company once again receives the “Best Corporate Report” Award.
The Company extends the capacity at Sheikhupura plant by establishing, state of the art, 500k Synchronized Assembly Plant. The plant having the production capacity up to 500,000 units is inaugurated by Mr. Takeo Fukui,President and CEO of Honda Motor Company Limited. The plant incorporates “Honda Global Standards” including implementation of the unique concept of “Quality Gates” for quality assurance.
A new 5 gear model, Honda CG 125 Deluxe is launched.
The Company hosts 15th New Honda Circle Asia-Oceania Convention, the first to be hosted in Pakistan. The event showcases the best circles in Asia Oceania region.
SAP, the leading ERP system in the world, is implemented.
The Company receives Top 25 Companies Award for the second time.
The Company surpasses the 90% localization mark.
The Company crosses the annual sales benchmark of 500,000 units.
The Company expands the dealership network to beyond 500 sales dealers.
The Company attains the “Debt Free” status by completely repaying its borrowings.
The Company launches new model “Pridor” in 100 CC category.
Atlas Honda becomes the first motorcycle company in Pakistan to have all its models compliant with environment friendly minimum emission standards of Euro II technology.
Company receives Best Corporate Report Award in engineering sector from joint committee of ICAP & ICMAP.
A new stylish looking 70cc model called “CD Dream” is launched.
CBR150 and CBR500 are launched in Pakistan.
Company celebrates it’s 50 years anniversary.
The Company wins the “Karachi Stock Exchange Top 25 Companies” Award.
Company acquires shares in Atlas Hitec (Pvt.) Ltd, a joint venture between Denso Corporation and Atlas Group.
The new model “CG Dream” is launched in 125cc category, having modern look and powerful engine.
Company wins 1st position in “Best Corporate Report Awards” for the engineering sector hosted by joint committee of ICAP & ICMAP.
Engine warranty period & free service cards are increased to 3 years and 3 cards respectively.
Company wins a 1st position in ICAP & ICMAP’s “Best Corporate Report Awards” in the engineering sector for the 2nd time in a row.
Company is awarded 1st position in environmental reporting by ACCA and WWF Pakistan.
Company wins PSX Top 25 Companies Award for the years 2014 and 2015 from Pakistan Stock Exchange.
Company wins 1st position in ICAP & ICMAP’s “Best Corporate Report Awards” in the engineering sector for the 3rd time in a row.
The Company incurs a major investment and increases its production capacity at Sheikhupura plant to 1.2 million units per annum. Mr. Takahiro Hachigo, President and CEO Honda Motor Co. along with other top management personnel grace the occasion.
AHL wins 2 awards namely “Best Corporate Report, Research & Publication Award” and “Best Environment & Waste Management Award” at Corporate Social Responsibility Awards 2017 hosted by National Federation of Environment and Health (NFEH).
The Company launches CB150F, a 5-gear self start motorcycle with latest features.
Company is awarded the PSX Top 25 Companies Award for the year 2016 from Pakistan Stock Exchange.
Company secures 2nd position in Best Corporate Report category and 4th Position in Best Sustainability Report category in ICAP and ICMAP’s “Best Corporate Report Awards”.
Company receives award for best environmental and sustainability reporting from National Federation of Environment and Health (NFEH) for 2nd year in a row.
The Company launches CB250F, a 6 gear self start motorcycle with latest features.
Company achieves sales of 1 million units in one year.
Atlas Honda has been awarded ISO 14001 & 45001 for environmental management system and occupational health and safety.
Company launches CB125F, a 5 gear self start motorcycle with 125cc OHV Engine.
The Company launches CG125 Self with 125cc OHV engine, self start, 5 gears and other features.
Atlas Honda Limited received Top 25 Companies Award by Pakistan Stock Exchange for the year 2017 and 2018.
Received award at 12th International CSR Summit & Awards 2020, organized by National Forum for Environment and Health (NFEH).
Received Merit certificate for ‘Best Corporate and Sustainability Report’ Award in “Engineering Sector” by the Joint Committee of ICAP and ICMAP.
Free home delivery facility was provided to customers through various dealers across the country.
Genuine spare parts store was launched at Daraz for online sales
MMC of CD 70 was launched.
Received award at 13th International CSR Summit & Awards 2021, organised by NFEH
MMCs of CG125, CG125S and CB125F were launched
The previous ever highest monthly sales record was beaten in October 2020 with 116,002 units
Free oil change, tyre and battery check up campaign conducted at 3S dealers nationwide
New engine oil variant launched at all primary dealership network
Financing facilities at concessionary mark up rates were introduced in collaboration with various financial institutions
Received ‘Best Corporate and Sustainability Report Award’ in ‘Engineering Sector’ in the event organised by the Joint Committee of ICAP and ICMAP
Record of ever highest number of sales units was broken for the second time in the year with 125,030 units sold in March 2021
Launch of our product on Alfa Mall in collaboration with Bank Alfalah. Conducted country-wide promotion compaign of 10W-30 oil.
Launch of CD 70 MMC. Received ‘Best Corporate and Sustainability Report Award’ by Joint Committee of ICAP and ICMAP.
Female foreign riders invited to explore beauty of Gilgit Baltistan. Atlas Honda listed on Meezan Souq for consumer financing.
Launch of Pridor MMC. Record highest ever sales in November 2021 with 128,503 units.
Awarded merit certificate for ‘Best Integrated Report’ by SAFA. Awarded at 14th International CSR Summit & Awards 2021 by NFEH.
Free bike inspection at 3S dealers on 23rd March 2022. Customer safety activities conducted across major cities.
Atlas Honda Goes Online with launch of E-Store. Short term 3 months exchange campaign were given to customers with 0% markup.
Key Milestones
2025
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2009
2007
2006
2004
2003
2002
2001
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1991
1990
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1982
1980
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1975
1973
1969
1966
1965
1963
1962
Code of Conduct
Obeying the Law
Atlas Honda Limited is committed to comply with the laws and regulations of Pakistan.
Human Capital
Atlas Honda Limited is committed to:
- Create a working environment where there is mutual trust & respect.
- Be an equal opportunity employer.
- Provide safe and healthy working conditions for all employees. It neither uses nor supports the use of any form of forced, compulsory or child labor.
Consumers
Atlas Honda Limited is committed to:
- Provide products which consistently offer value in terms of price and quality.
- Promote safe practices throughout value chain from distributors to end users. It is committed to provide customers with products and services that are safe and reliable.
Shareholders
Atlas Honda Limited conducts its operations in accordance with principles of good corporate governance.
Business Partners
Atlas Honda Limited is committed to establish mutually beneficial relations with its suppliers,customers and business partners. In its business dealings it expects its partners to adhere to business principles consistent with its own.
Community Involvement
Atlas Honda Limited strives to be a trusted corporate citizen and, as an integral part of society, fulfill its responsibilities to the societies and communities in which it operates.
Public Activities
Atlas Honda Limited:
- Co-operates with government and other organizations in the development of proposed legislation and other regulations, which may affect its legitimate business interests.
- Neither supports political activities nor contributes funds to promote such activities.
- Is committed for promoting activities for safe driving.
Health, Safety and Environment
Atlas Honda Limited is committed to:
- Make continuous improvements in the management of its environmental impact and to the long-term goal of developing a sustainable business.
- Work in partnership with others to promote environmental care, increase understanding of environmental issues and disseminate good practice.
- Atlas Honda is committed to the protection of Human health, Safety and Environment in all of the areas where we conduct our business.
Related Information
Innovation
Atlas Honda Limited is committed to fair competition and supports development of appropriate competition laws.
Business Integrity & Anti – Corruption
Atlas Honda Limited does not give or receive, whether directly or indirectly, bribes or other improper advantages for business or financial gain.
No employee may offer, give or receive any gift or payment, which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe must be rejected immediately and reported to management.
Its accounting records and supporting documents must accurately describe and reflect the nature of the underlying transactions. No undisclosed or unrecorded account, fund or asset will be established or maintained.
Conflicts of Interests
All of Atlas Honda Limited employees are expected to avoid personal activities and financial interests, which could conflict with their responsibilities to the Company.
Compliance – Monitoring – Reporting
Assurance of compliance is given and monitored each year. Compliance with the Code is subject to review by the Board supported by Audit Committee.
Any breach of the Code must be reported in accordance with the procedures specified by the management.
The Board expects employees to bring to their attention, or to that of senior management, any breach or suspected breach of these principles.
Provision has been made for employees to be able to report in confidence and no employee will suffer as a consequence of doing so.
Media, Publishing and Public Appearances
- All employees of the Company shall refrain from providing any corporate information to someone outside the Company unless they are authorized to do so.
- All employees of the Company shall refrain from commenting on Social Media platforms regarding any corporate information unless they are authorized to do so.
- Before publishing, making speeches, giving interviews, or making public appearances that are connected to business interests that may reflect on the Company, the concerned employee must get written approval from the competent authority.
Atlas Way
Atlas Culture
- Corporate Governance.
- Respect, Recognition and Reward.
- Value of Time.
- Recruitment and career advancement based on integrity, merit, experience and skills.
- Education and Training of staff and descendants.
- Self Reliance.
- Leading by example.
- Humility and Excellence.
- Living within one’s means, saving for the future and donating for good cause.
- To be happy and healthy.
Atlas Systems
- Management by Objectives (MBO) to align activities towards agreed company goals.
- Implementing 7S vision (Strategy, Structure, System, Style, Staff, Skills and Shared values) for the company.
- Inducting and retaining competent and skilled staff – right man for the right job.
- Using BCG model for strategic direction.
- Creating values through implementations of internal controls (SOPs and policy manuals).
- Management development to produce performers, organization builders and strategists.
- Active participation in management meetings for continuous performance improvements.
- Ensuring accuracy and control of information / data through efficient MIS.
- Judicious sharing of profitability between employee bonuses, dividend payout and profit retention.
