Current Market Position of Atlas Honda:-

The company has mostly lower-middle and working class customers. It has the most expensive
product on the market, and one that is generally worth at least two months’ income for most
people who buy their product. Yet, its market share is dominant, selling more than the rest of the
market combined, including significantly cheaper products from China. How has Atlas Honda
managed to completely dominate the Pakistani market for motorcycle.

Here is what is even more impressive: it has done so while continuing to have a premium-priced
product. Atlas Honda’s best-selling motorcycle is the Honda CD-70, a motorcycle with a 70-
cubic centimeter (cc) engine, a size that is the most popular in Pakistan. The Honda CD-70 is
priced at Rs74,000 while its imported Chinese competitors sell for Rs50,000 or even less. In
other words, despite knowing the fact that they can save 32% by buying an imported Chinese
motorcycle, the average Pakistani motorcycle buyer still wants a Honda.

Honda’s motorcycles tend to last much longer than its Chinese competitors. Most motorcycle
buyers that Profit interviewed stated that, in general, the average Honda motorcycle lasts
anywhere between seven and 10 years of smooth rides and good performance before finally
needing to be replaced. Compared to that, an imported Chinese motorcycle typically needs to be
replaced within three years.

There is also the question of resale value. A Chinese motorcycle bought for Rs50,000 will need
to be sold off within three years for Rs15,000-20,000, an almost two-thirds drop in value.
Compared to that, a new Honda that can be bought for Rs74,000 can be sold after three years for
an average of Rs50,000, a drop of around 33% in a comparable period of time.

Products

 Honda CD 70.
 Honda CD Dream 70.
 Honda Pridor.
 Honda CG125.
 Honda CG125 Self.
 Honda CB125F.
 Honda CB150F.
 Honda CB250F.

Vision Statement:

“Market leader in the motorcycle industry, emerging as a global competitive centre of production
and exports.”
Mission Statement:

“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.”