Company Introduction

Atlas Honda Limited (AHL) is a joint venture between the Atlas Group and
Honda Motor Co. Ltd., Japan. The company was created by the merger of
Panjdarya Limited and Atlas Autos Ltd. in 1988. Both these motorcycle
manufacturing concerns were established by the Atlas Group. In addition, a
third concern, Atlas Epak Ltd. was taken over by the Government of
Bangladesh in 1971 after the fall of Dhaka. AHL manufactures and markets
Honda motorcycles in collaboration with Honda Motor Company. The
Company also manufactures various hi-tech components in-house in
collaboration with leading parts manufacturers like Showa Atsumitech,
Nippon Denso and Toyo Denso. Honda motorcycles are by far the largest
selling motorcycles in the country with an unmatched reputation for high
quality, reliability and after-sales-service.

AHL has undertaken to develop local manufacturing capabilities to the

highest, economically feasible level. While a major role in localization has
been assigned to vendor industries, Atlas has the country’s largest in-house
manufacturing capability at its Karachi and Sheikhupura plants. To support
the production facilities, the company has established an R&D wing and tool
making facilities through CAD/CAM which are growing rapidly in size and
function as the company expands. Atlas has managed to execute 12 Joint
Venture/Technical Assistance Agreements between local vendors and foreign
manufacturers for transfer of technology. Besides, Atlas has directly
executed 9 Joint Venture/Technical Assistance Agreements other than
Honda.

AHL management is striving to modernize company operations by adapting

applicable aspects of research and theory and more specifically, Honda’s
unique philosophy of hard/soft technologies to the realities of Pakistani
conditions. Company management structure, systems and processes are
changed according to the demands of the customer, growth and new
technology. Efforts are being made to develop participation at all levels of
personnel in decision-making and a substantial and effective delegation has
been established at levels where applicable. Various participation programs
such as ‘Ala Mayar’ Quality Circles movement, launched in 1985, are
strongly encouraged to allow constructive self-expression and teamwork.
The Company training and development programs encourage all members to
develop themselves and contribute to their full potential.

AHL is playing a pioneering role in creating conditions for easy and confident
use of motorcycles all over the country. A vast and growing network of over
1600 sales service and spare parts dealers has been established. In order to
back up this system, Atlas has set up Warranty & Training Centers (WTC) in
Karachi and Lahore which provide several courses of varying duration and
complexity for motorcycle mechanics and users each year. Mobile training
facilities take the latest know-how, technology and maintenance of
motorcycles to major rural and urban centers around the country.

Annual Production Capacity

• 600,000

Authorized Capital

• 1 Billion (rupees)

Paid Up Capital

• 625.52 Million

Karachi Plant

Company mother plant is based in the city of lights and provincial capital of
Sindh, The Karachi city. It is located at F-36, Estate Avenue, S.I.T.E. Karachi.
Atlas Group signed technical agreement with Honda in 1963 and plant
started commercial production subsequently. Plant spread over an area of 5
acres. In 1964, production began with 7 motorcycles per day. Now plant
production has reached to 300 units in a day. Plant manufactures CD 70
only.

Sheikhupura Plant

Another plant is situated in Sheikhupura city, Punjab. It is located at 26-27

KM Lahore-Sheikhupura Road Sheikhupura. The plant was built in 1981 and
spread over an area of 27 acres with the establishment of modern and
synchronized 500K plant in 2006. The plant manufactures all four models i.e.
CD 70, CD 100, CG 125 and CG 125 Deluxe.

Export

• Bangladesh
• Afghanistan

Regional Offices
Lahore: 1Mecloed Road Lahore-54000 [ (042) 111-111-245, 37225015-17,
37233515-17 ]

Rawalpindi: 60-Bank Road, Saddar [ (051) 5120494-6, 5120497 ]

Multan: Azmat Wasti Road Multan-60000 [ (061) 4540054, 4540028,

4571989 ]

Rahim Yar Khan: Atlas Honda Limited, 4-B Zamindara Colony [(068)
5888809 ]

Vision
“Market leader in the motorcycle industry, emerging as a globally
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”.
 Brand
What is Honda?

Honda is an entity that realizes the dreams of individuals and spreads joy
to people. Honda's philosophy, unique corporate culture, pursuit of
challenges that fulfill individuals' dreams and variety of products and
activities born of challenges will remain the foundation of the Honda
brand. We will continue building on our history of realizing people's
dreams.

Honda's Driving Force

The expectations and appreciation of people around the world for our
dreams. People see Honda as pursuing its dreams and always remaining
a step ahead of the world. This image and the people’s appreciation of
our outlook will continue to be the driving force of the Honda brand.

Honda's Goal in Branding

To create a brand that is supported by people’s expectations and

appreciation.
Global Brand Slogan

Everyone has a dream, some goal or activity that gives their life a deeper
meaning and sparks passion. When we pursue a dream, we feel empowered.
This power, in turn, connects us to others who share the same dream. It
gives us the strength to overcome great challenges and inspires us to spread
the joy of our dreams to others. Ultimately, the power born of a dream is a
creative force, capable of producing revolutionary ideas. Honda encourages
all is associates to pursue their dreams. That is why we say we are a
company built on dreams. In the new century, the power of Honda's dreams
will continue to lead new insights and technologies in automobiles,
motorcycles, power products, parts and other fields of mobility that are just
beginning to be imagined. Dreams are the very essence of Honda. The
dreams of our associates, customers, and supporters make Honda what it is
today. Our highly original ideas and free thinking have surprised the world
on many occasions. Honda will continue to be Honda in the 21st century as
long as we have our dreams and original thinking. We will keep on dreaming
and challenging ourselves to realize our dreams.” What will we come up with
next?” We will continue creating exciting products and realizing people’s
dreams and expectations. Our slogan For Honda to remain Honda, and for
everyone to realize their aspirations, we must believe in "The Power of
Dreams".

Management Profile
AHL BOARD

Chairman Yusuf H. Shirazi

Chief Executive Officer Saquib H. Shirazi
Directors Masahiro Takedagawa
Nurul Hoda
Sanaullah Qureshi
Sherali Mundrawala
Hisao Kobayashi
Koji Takamatsu
Company Secretary Rashid Amin
MANAGEMENT COMMITTEE

Chief Executive Officer Saquib H. Shirazi

Vice President Marketing Nurul Hoda
Vice President Technical Hisao Kobayashi
Chief Financial Officer Suhail Ahmed
General Manager Planning and
Amir Ali Bawa
Commercial
General Manager Plants Muhammad Khalid Aziz
General Manager Quality Assurance Sultan Ahmed
General Manager Research &
Koji Takamatsu
Development
General Manager IT M. Mushtaq Alam
General Manager Marketing Javed Afghani
General Manager HR, Admin &
Razi ur Rahman
Corporate Affairs
General Manager Supply Chain Shakil Mirza
General Manager R&D and Projects Afaq Ahmed

Milestones
The company is engaged in the manufacturing and marketing of
motorcycles and auto parts. Since its inception the company has
experienced an unprecedented growth in its operations from a small
manufacturing company to the leading motorbike manufacturer of
Pakistan. Following is the chronological order of the major events in the
company's history:

2010 Launched New Model of CG 125 Deliuxe - Euro II

2010 SAFA Award for Best Corporate governance disclosures in annual

report 2008

2010 Best Corporate report award by Joint Committee of ICAP & ICMAP

2009 HRM Excellence Award 2009

2009 National CSR Award 2009

2009 Launched New Model of CD 100 - Euro II

2009 ISO 14001-2004 Environment Certificate acquisition

2008 Established DCC (Delivery Control Center) at Karachi Plant

2007 Successfully implemented SAP ERP to its business process, all over
Pakistan

2006 Top 25 company award by KSE

2006 Established DCC at Sheikhupuar Plant

2006 Annual Production reached to 360,000

2004 Top 25 company award by KSE

2003 Best Corporate Report award by joint committee of ICAP & ICMAP
2002 Deletion level reached to 87% and 80% for CD70 & CG125
respectively
2002 Establishment of Research and Development Wing
2002 Introduction of Gratuity Scheme for staff
2002 Best Corporate Report award by joint committee of ICAP & ICMAP
2001 Concept of 5S dealership - Sales, Service, Spare Parts, Second
hand exchange and Special (Credit) sales launched
2000 Investment in Crankshaft Project
1999 ISO 9002 certification for both factories
1995 Export Agreement signed with Honda Motor Company Limited
Japan
1995 Exports to Bangladesh
1994 Mr. Kawamoto President, Honda Motor Company Limited, visited
AHL
1992 Change of name to Atlas Honda Limited (AHL)
1991 Inauguration of CG125 Engine Project at Sheikhupura Factory
1989 Export of built up motorcycles to Nepal
1988 Merger of Panjdarya Limited into Atlas Autos Limited
1988 Production capacity expansion III
1988 Joint Venture agreement signed with Honda Motor Company
Limited
1987 Inauguration of CD70 Engine Project at Karachi Factory
1981 Commercial Production started at Panjdarya Limited
1981 Production capacity expansion II
1979 Incorporation of Panjdarya Limited as Joint Venture with Honda
Motor Company Limited
1976 Production capacity expansion I
1965 Public offering of Shares
1964 Commercial Production started
1962 Technical Assistance Agreement signed with Honda Motor
Company Limited Japan
1962 Incorporation of Atlas Autos Limited

Group Companies
» Shirazi Investments (Private) Ltd. 1962
» Atlas Battery Ltd. 1966
» Shirazi Trading (Private) Ltd. 1973
» Atlas Insurance Ltd. 1980
» Atlas Engineering Ltd. 1981
» Honda Atlas Cars (Pakistan) Ltd. 1992
» Honda Atlas Power Products (Private) Ltd. 1997
» Total Atlas Lubricants (Private) Ltd. 1997
» Atlas Asset Management Ltd. 2002
» Shirazi Capital (Private) Ltd. 2005
» Atlas Power Ltd. 2007
» Atlas Worldwide General Trading LLC 2007
 Products
CD 70
Honda CD 70 is the No. 1 choice in motorcycles. In
addition to its established superiority in terms of
durability and fuel economy, the Honda CD 70 is
presented with special features.

The new attractively designed CD 70 is right there at the top, with its
aerodynamic shape, super econo-power, a smoke-free 4-Stroke engine and
the special Honda 12-volt CDI technology. The new eye-catching graphics,
front and rear mud-flaps, comfortable seat and the new utility box have
made Honda CD 70 an ideal combination of elegance and durability. Because
of its high resale value, Honda CD 70 is an asset in your life. It’s excellent
petrol average makes it greatly economical, and its easily available spare
parts and trained mechanics ensure trouble-free companionship

» KEY FEATURES

» Big and Comfortable Seats

» New Beautiful Graphics
» Petrol Tank with 9 Liter Capacity
» Super Econo Power, 4-Stroke Engine
» New Mud Flap
» Strong Side Cover with Lock
» New Utility Box

» SPECIFICATION CD-70

Engine 4-Stroke OHC single cylinder cooled by air

Displacement 72 cm3
Bore & Stroke 47.0 x 41.4 mm
Compression Ratio 8.8:1
Clutch Multiple wt plates
Transmission continuous 4 speed mash
Starting Kick start
Frame Backbone type
Dimension(Lxwxh) 1900 x 760 x 995 mm
Ground Clearance 140 mm
Petrol Capacity 9 Liter
Tyre at Front 2.25 - 17 4 PR
Tyre at Back 2.50 - 17 4 PR
Dry Weight 82kg

CD 100
Honda Motorcycles are defined by Quality, Performance,
Speed, Economy Petrol and Re-sale Value. All these have
managed to successfully bag your trust on the New
Honda CD100. It is a stunning result of advanced
Japanese technology and right up there as an
outstanding performer representing all the qualities that
make Honda motorcycles so special.

» KEY FEATURES

» Strong Footrest
» Fuel Guage Indicator
» Multi Reflector Head Light
» Winning Style
» Econo Power 4-Stroke Engine
» Double Cradle Strong Tubular Frame
» Strong Suspension
» Wider Tyre & Strong Road Grip
» Crankcase Emission Control System
» Bigger Brake Drum with Non-Asbestose Brake Shoe
» Element Air Cleaner (Foam Type)
» Utility Box

» SPECIFICATION CD-100

Engine 4-Stroke OHC cooled by air

Displacement 97.1 cm3
Bore & Stroke 50 x 49.5 mm
Compression Ratio 9.0:1
Clutch Weight contains different plates
Transmission Continuous 4 speed mesh
Starting Kick start
Frame Double craddle tubular type
Dimension(Lxwxh) 1983 x 735 x 1045 mm
Ground Clearance 160 mm
Tyre at Front 2.75 - 18 4 PR
Tyre at Back 2.50 - 17 6 PR
Dry Weight 98 KG

CG 125
Honda Motorcycles are defined by Quality, Performance,
Speed, Economy Petrol and Re-sale Value. All these have
managed to successfully bag your trust on the New
Honda CG125. It is a stunning result of advanced
Japanese technology and right up there as an
outstanding performer representing all the qualities that
make Honda motorcycles so special.

The 125 cc 4-stroke engine generates 11-Horse Power with low fuel
consumption. It is ideal for high speed, long runs and rough pathways.

Honda CG125 has a CDI Ignition System and a 12-volt battery (instead of 6-
volt). The headlight and indicators are brighter, with an easy starting-up of
the engine.

» KEY FEATURES

» Comfortable Seat with Rear Grip

» New Beautiful Petrol Tank with Graphics
» Strong 4-Stroke Smoke Less Engine
» Stylish Speedometer with Economy Zone
» Elegant Front Light
» New Shape For Back Light
» SPECIFICATION CG-125

Engine 4-Stroke OHV cooled by air

Bore & Stroke 56.5 x 49.5 mm
Wheel Base 1200 mm
Starting Kick start
Transmission Continuous 4 speed mesh
Dimension(Lxwxh) 1911 x 731 x 1017 mm
Height of Seat 743 mm
Ground Clearance 137 mm
Petrol Capacity 9.2 Liter
Tyre at Front 2.50 - 18 4 PR
Tyre at Back 3.00 - 17 6 PR
Dry Weight 96.5 KG
Suspension Front Telescopic Forke 103 mm Travel
Suspension Back Swing Arm 68 mm Travel
Final Driver Roller Chain

CG 125 DELUX
The CG 125 Deluxe is the unique combination of power &
style, a new addition in the company as CG 125 cc. The
new power up 4 stroke engine with same fuel economy
as CG 125. An ideal modal for youth and high income
segment.
Honda CG 125 Deluxe has a heavy duty front absorbers
and 130 mm brake drum with environmental friendly
non-asbestos brake shoes, Elegant contoured seat for
better riding posture.

Special designed bigger impressive wheels.

» KEY FEATURES

» Attractive Fuel Tank with modern graphics

» Speedometer with trip meter
» Tachometer with Fuel Guage Indicator
» Black painted silencer with stylish cover
» Front hydrolic disc brakes
» Back light with aerodynamic cowl
» Stronger and adjustable cushion
» Euro2 Technology now with ASV (Air Section Walve)
» Due to 5- Gear Transmission more Power on Low RPM

» SPECIFICATION CG-125 - DELUXE

Engine 4-Stroke OHV cooled by air

Displacement 124.1 cm3
Bore & Stroke 56.5 x 49.5 mm
Compression %age 9.0 : 1
Wheel Base 1278 mm
Starting Kick start
Ground Clearance 136 mm
Petrol Capacity 12 Liter
Tyre at Front 2.75 - 18 42P
Tyre at Back 90/90 - 18 51S
Dry Weight 112 KG
Transmission Continuous 5 speed mesh
Frame Diamond Type Steel
Dimension(Lxwxh) 2032 x 758 x 1097 mm

COMPETITOR’S BRAND
Yamaha
• Yb-100
• Excellence
• Yama-4
Suzuki
• SD-110
• SD-Flash
Sohrab
• JS-70
• JC-125 (china)
Pak hero
• PH-70
Hero
• RF-70
• RF-125
Star
• DS-70
• C-70 (CBU)