INTRODUCTION

Company Overview
Company Name
Honda Motor Co., Ltd.

Head Office
1-1, 2-chome, Minami-Aoyama, Minato-ku, Tokyo 107-8556, Japan
Tel: +81-(0)3-3423-1111

Established
September 24, 1948

President & CEO

Takeo Fukui

Capital
¥86 billion (as of March 31, 2008)

Sales (Results of fiscal 2007)

Consolidated: ¥12,002,834 million
Unconsolidated: ¥4,088,029 million

Total number of employees

Consolidated: 178,960 (as of March 31, 2008)
Unconsolidated: 26,583 (as of March 31, 2008)

Consolidated subsidiaries
397 subsidiaries (as of March 31, 2008)
Chief Products
Motorcycles, automobiles, power products

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 MISSION STATEMENT

We see the world not as it is, but as it could be.

We see the world through the eyes of dreamers. Because we are a company founded by
a dreamer. And we are a company built on dreams.

We see the pursuit of impossible dreams as an empowering force, capable of producing

revolutionary ideas. Dreams inspire us to create innovative products that enhance
human mobility and benefit society. Honda encourages all of its associates to pursue
their dreams. And it's our mission to share these dreams with others and to make them a
reality.

We see "The Power of Dreams" as a way of thinking that guides us and pushes us
forward. The strength of our company comes from this philosophy — which is based on
the visionary principles of our founder, Soichiro Honda.

We see things from a global perspective, always striving to create and produce products
of the highest quality at a reasonable price for worldwide customer satisfaction. The
power of Honda's dreams will continue to lead to new insights and technologies in
automobiles, motorcycles, power products, parts and other fields of mobility.

We see it as our responsibility to serve humanity through our global commitments to

helping protect the environment and enhancing safety in a mobile society. In every
endeavor we pursue, we strive to be a company that people all over the world want to
exist.

We see a bright future fueled by the Power of Dreams. Can you see it, too?

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

Logos for Honda automobiles and Honda power

sports.
Honda Motor Company, Limited (Honda Giken Kōgyō Kabushiki-gaisha?, Honda Technology
Research Institute Company, Limited) (TYO: 7267 NYSE: HMC) is a multinational corporation,
engine manufacturer and engineering corporation headquartered in Japan.
The company manufactures automobiles, motorcycles, trucks, scooters, robots, jets and jet engines,
ATV, water craft, electrical generators, marine engines, lawn and garden equipment, and aeronautical
and other mobile technologies. Honda's line of luxury cars is branded Acura in North America,
Hondura in the Honduras and Hongda in China. More recently they have ventured into mountain bikes.

Honda is the 5th largest automobile manufacturer in the world as well as the largest engine-maker in
the world, producing more than 14 million internal combustion engines each year. As of August 2008,
Honda cross Chrysler as the 4th largest automobile manufacturer in the United States. Currently,
Honda is the second largest manufacturer in Japan behind Toyota and ahead of Nissan.[3]

Honda is headquartered in 1-1, Minami-Aoyama Nichome, Minato, Tokyo, Japan. Their shares trade
on the Tokyo Stock Exchange and the New York Stock Exchange, as well as exchanges in London,
Paris and Switzerland. [4]Hero Honda, a joint venture between India's Hero Group and Honda, is the
largest manufacturer of two wheelers in the world. Honda has also created joint ventures around the
world, such as Honda Siel Cars India Ltd, Hero Honda Motorcycles India Ltd, and Honda Atlas Cars
Pakistan.

With high fuel prices and a weak US economy in June 2008, Honda has reported a 1% sales increase
while its rivals including the Detroit Big Three and Toyota have reported double-digit losses. Analysts
have attributed this to two main factors. First, Honda's product lineup consists of mostly small to mid-
size, highly fuel-efficient vehicles. Secondly, over the last ten years, Honda has designed its factories
to be flexible, in that they can be easily retooled to produce any Honda model that may be in-demand
at the moment. Honda's sales were up almost 20 percent from the same month last year. The Civic and
the Accord were in the top five list of sales.

Motorcycle

Honda Racing Corporation logo

Honda Racing Corporation (HRC) was formed in 1982. The company combines participation in
motorcycle races throughout the world with the development of high potential racing machines. Its
racing activities are an important source for the creation of leading edge technologies used in the
development of Honda motorcycles. HRC also contributes to the advancement of motorcycle sports
through a range of activities that include sales of production racing motorcycles, support for satellite
teams, and rider education programs.

Soichiro Honda, being a race driver himself, could not stay out of international motorsport. In 1959,
Honda entered five motorcycles into the Isle of Man TT race, the most prestigious motorcycle race in
the world. While always having powerful engines, it took until 1961 for Honda to tune their chassis
well enough to allow Mike Hailwood to claim their first Grand Prix victories in the 125 and 250 cc
classes. Honda's race bikes were known for their "sleek & stylish design" and exotic engine
configurations, such as the 5-cylinder, 22,000 rpm, 125 cc bike and their 6-cylinder 250 cc and 380 cc
bikes.

Honda won their first 500 cc Grand Prix World Championship with Freddie Spencer. Since then,
Honda has become a dominant marque in motorcycle Grand Prix racing, winning a plethora of top
level titles with riders such as Valentino Rossi and Mick Doohan.

Honda Philosophy
Basic Principles
Respect for the individual. The Three Joys (buying, selling and creating)

Company Principle
(Mission Statement)
Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a
reasonable price for worldwide customer satisfaction.

Management Policies
 Proceed always with ambition and youthfulness.
 Respect sound theory, develop fresh ideas, and make the most effective use of time.
 Enjoy work and encourage open communication.
 Strive constantly for a harmonious flow of work.
 Be ever mindful of the value of research and endeavor.

Dreams inspire us to create innovative products that enhance mobility and benefit society. To meet the
particular needs of customers in different regions around the world, we base our sales networks,
research and development centers and manufacturing facilities in each region. Furthermore, as a
socially responsible corporate citizen, we strive to address important environmental and safety issues.
Honda Strategic Venturing

Honda Strategic Venturing (HSV) is the strategic venture investment arm of the global Honda R&D
organization. HSV makes investments in technology venture companies which would create synergy
with Honda's long-term R&D strategy.

HSV Mission
Honda's competitive advantage has always come from product innovation supported by strong R&D
activities. As a component of Honda R&D, the HSV mission is to identify venture companies with
technology of interest to Honda R&D, create new value through venture investment that bridges
outside entrepreneurs and our internal R&D, and share with outside entrepreneurs our unique corporate
spirit fostered by our founder, Mr. Soichiro Honda: The Power of Dreams.

Alternative Energy: HSV is seeking novel technology which would improve energy
ecosystems from energy generation to consumption such as photovoltaic energy, bio fuel and fuel cell.

Advanced Materials: Great technology breakthroughs often come from material innovation.
We are looking for advanced material technologies such as nano-material, functional material and
structural material.

Robotics: Our future products would be able to recognize, think and act to increase safety,
convenience and comfort. We are interested in advanced robotics technologies that would further our
products' intelligence such as sensors, actuators and recognition algorithms.

Communication: Also, our future products would be able to communicate with many different
things: other vehicles, road-side systems, on-board systems, internet servers and, most importantly, our
customers. HSV is interested in technologies that would make communication more reliable and
efficient.

Besides these technology areas, we are always open to any new ideas to improve our products and/or
process. We invest in companies in any stage that have innovative technologies as well as great
potential to succeed by collaborating with Honda.

Investment Proposal Submission

We review every proposal that comes to us. To bring a proposal to our attention, please submit an
executive summary of your business plan (3 pages max.) together with detailed technology description
(no page limit) to HSV-info@honda-ri.com or mail the information packet to:

Honda Research Institute USA, Inc.

Attention: HSV Proposal
800 California Street, Suite 300
Mountain View, CA 94041
USA.

CORPORATE PROFILE
Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual" and "The
Three Joys" — commonly expressed as The Joy of Buying, The Joy of Selling and The Joy of
Creating. "Respect for the Individual" reflects our desire to respect the unique character and ability of
each individual person, trusting each other as equal partners in order to do our best in every situation.
Based on this, "The Three Joys" expresses our belief and desire that each person working in, or coming
into contact with our company, directly or through or products, should share a sense of joy through that
experience.

In line with these basic principles, since its establishment in 1948, Honda has remained on the leading
edge by creating new value and providing products of the highest quality at a reasonable price, for
worldwide customer satisfaction. In addition, the Company has conducted its activities with a
commitment to protecting the environment and enhancing safety in a mobile society.

The Company has grown to become the world's largest motorcycle manufacturer and one of the
leading automakers. With a global network of 501* subsidiaries and affiliates accounted for under the
equity method, Honda develops, manufactures and markets a wide variety of products, ranging from
small general-purpose engines and scooters to specialty sports cars, to earn the Company an
outstanding reputation from customers worldwide.

NOW INTRODUCING HONDA 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. The company is listed on Karachi, Lahore and Islamabad Stock
Exchanges.
On July 14, 1994, car bookings started at six dealerships in Karachi, Lahore, and Islamabad. Since then
the Dealerships Network has expanded and now the company has sixteen 3S (Sales, Service and
Spare Parts) and thirty 2S (Service and Spare Parts) Pitstops network in all major cities of Pakistan.
Since the commencement of production in 1994 till March31, 2005, the company has produced and
sold over 77,500 cars.
All dealerships are constructed in accordance with the standards defined by Honda World
over.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.

We always strive to give outstanding service to our valued customers. In addition to providing regular
service to customers, the company also regularly conducts Service Campaigns, to facilitate customer's
need for service. This has given our customers absolute confidence in our cars, clearly evident from the
ever increasing sale volumes.

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 . Currently we are offering 8 different models of Honda CIVIC and
CITY cars in wide range of colors with unique technological and other features.

PRODUCT LINE OF HONDA

AUTOMOBILES
1. ACCORD; Move up to the new status of sedan

Witness the debut of the astonishing new Honda Accord: the

outcome of all-out pursuit of sedan excellence,
successfully uniting all contradictory elements. A bold exterior
presence with a luxury air, yet a sporty youthful feeling. An
expansive upper-class cabin with comfortable travel space for
five adults and panoramic visibility. A longer body with sportier
performance than ever before and powerful i-VTEC engine designed for high fuel economy. A
renowned global car with all advanced Honda technologies for driving command, plus eco-
performance for increased recyclability.

Experience its overall quality, riding comfort, and details for yourself and you'll know why
the new Accord represents a distinct status upgrade for the sedan. A true prestige vehicle, it
is designed for a sophisticated and dynamic drive.

The Accord doesn't yell, it speaks with quiet authority.

 2. CIVIC; Taking the lead.......

Honda created a smooth, contoured body that slips through

the air with minimal resistance. The highly practical results
are greater stability at high speeds, improved overall fuel
efficiency, and lower wind noise. The air flows smoothly over
the front under spoiler and angled windshield to the sharply
cutoff rear; it passed the sides’ undisturbed thanks to
reduced wheel arch clearance: and it streams beneath the chassis with minimal turbulence from the
smoother and flattened under panels.

3. CR-V; Explore the Sporty Drive

A Complement to your lifestyle, Honda CR-V is designed to soothe
your senses. After all, its where new-age urban styling meets a
sporty drive. A dynamic combination that makes the CR-V do even
better on the road. It is more versatile; bolder in sophistication, and much more exciting - promising an
engaging driving experience that's rare in its class
4. CITY; sinfully sensuous... Yet Sensitive...
The First Euro 3 compliant car in Pakistan
Is there a better way to build a compact sedan?
Hondas affirmative answer is the revolutionary new City.

HONDA MOTORCYCLES

Honda CD 70 is the No. 1 choice in motorcycles. In addition to its established

superiority in terms of great speed 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 an aerodynamic shape, super economic-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 newutility 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 ensure
troublefree companionship.

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.

CG 125
New Honda CG 125 is the ideal combination of elegance and power. Its speed and performance
symbolizes the true essence of modern life.

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.

Honda Power Equipment offers a complete line of generators for

commercial and consumer applications. Compact, fuel-efficient Honda generator models provide
smooth, clean power for recreation, construction, rental, emergency and home use. All Honda
Generators meet or exceed EPA (Environmental Protection Agency) emission standards.
Compare Selected Models

EU1000iA
 1000 watts, 120V
 Ideal for TV, lights, fans, small power tools and more
 Super quiet
 Less than 29 lbs!!
 Fuel efficient - up to 8.3 hrs on 0.6 gal of gas
 Inverter - stable power for computers and more

EU2000iA Camo
 2000 watts, 120V
 Natural Gear™ camo exterior
 Ideal for TV/DVD, satellite, fridge, coffee pot, and more
 Super quiet
 Fuel efficient - up to 15 hrs on 1 gal of gas
 Inverter - stable power for computers and more

EU6500iSA
 6500 watts, 120/240V
 Perfect for home back up power, RV's, outdoor events, job sites, and
more
  Super quiet
 Fuel efficient - up to 14 hrs on 4.5 gals of gas
 Convenient electric start
 Inverter - stable power for computers and more

Honda water pumps are known for their durable construction, quality
engines and easy portability. These features apply to all categories of pumps that are offered by Honda.
Honda general-purpose de-watering pumps are for moving relatively clean water. Construction pumps
offer options to meet the tough demands of the jobsite, with high capacity trash pumps or low volume
run dry capable diaphragm pumps. Honda’s multi-purpose pump can be used to move a variety of
chemicals. And Honda’s submersible pumps can be used for a variety of residential and commercial
sump applications. All of these gasoline-powered pumps are equipped with Honda OHV commercial
grade or OHC premium residential engines and meet EPA and CARB emission levels.
Compare Selected Models

WX10K1A
 Lightweight general purpose pump
 Easy starting Honda mini 4-stroke engine
 37 gal./min capacity
 Weighs only 13.4 lbs.
 Garden hose adaptor, suction hose, clamps, and strainer included.

WB20XK2
 General purpose 2" pump
 Easy starting Honda OHV commercial engine
 152 gal./min. capacity
 Silicon carbide mechanical seal

Cast iron volute and impeller

Honda Engine Products

Welcome to Honda Engines. Honda is the world’s largest manufacturer of engines and has earned its
reputation for unsurpassed quality, performance and reliability. Our general purpose engines are
designed to meet or exceed the demands of our customers through advanced engine technology, quality
components and state-of-the-art manufacturing facilities throughout the world.

..
GX Series.GC/GS Series .Mini 4-Stroke Series
Honda GX Series engines are designed for the most demanding commercial applications. Originally
developed in
1983, the
legendary Honda
GX engine has
earned the
reputation as the
#1 most preferred
engine for
construction and rental equipment. .Honda GC/GS Series offer a
unique overhead valve/overhead cam design that deliver an excellent power-to-weight ratio for
residential and light commercial application. .Honda Mini 4-stroke engines are an ideal solution for
small commercial and handheld power equipment applications where excellent torque, quiet operation
and no mixing of oil and gas are desired.

All Honda Engines meet current CARB and EPA standards.

Financial Highlights

Financial Data
Honda Motor Co., Ltd., and Subsidiaries
Years ended March 31

Note:
The consolidated financial statements as of and for the year ended March 31, 2008 have been
translated into U.S. dollars at the rate of ¥100.19=U.S.$1, the approximate exchange rate prevailing on
the Tokyo Foreign Exchange Market on March 31, 2008. Those U.S. dollar amounts presented in the
consolidated financial statements and related notes are included solely for the reader. This translation
should not be construed as a representation that all the amounts shown could be converted into U.S.
dollars.

Operating Data
Years ended March 31
 HONDA PRICES
1. MOTOR CARS

BRAND MODEL PRICES

CR-V 2.4 Litre Rs: 4,299,000.00
CIVIC I-VETIC MANUAL
I-VETIC AUTOMATIC
VTI-ORIAL MANUAL Rs: 1,779,000.00
VTI-ORIAL Rs: 1,849,000.00
AUTOMATIC
ACCORD i-VTEC Rs: 4,699,000.00
CITY MANUAL
AUTOMATIC

2. MOTORCYCLES

BRAND MODEL PRICES

HONDA CD 70 RS;45000
HONDA CD 100 RS;60000
HONDA CD125 RS;70000

PLACES/LOCATIONS
 3S Dealership (Sales, Service, Spare Parts)
2S Dealership (Service, Spare Parts)
Honda Atlas Cars (Pakistan) Limited has Dealership Network covering all of Pakistan, and
Dealership are equipped with all the facilities a modern dealership should have. The facilities include
Sale, Service and Spare parts.

LOCATION 3S DEALERS 2S DEALERS

PROMOTIONS
Real World Safety
Honda’s quest for safety is not limited to the needs of car drivers and motorcycle riders. Our total
commitment to “Safety for Everyone” extends to passengers, pedestrians, occupants of other vehicles,
and everyone on the road. Honda will continue to develop and refine its innovative technologies to
realize a safer society.

ENVIRONMENTAL POLICY
Honda Atlas Cars (Pakistan) Limited, being responsible member of society considers the
preservation of the global environment as a crucial concern. Our environmental philosophy is firmly
based on the following principles. Recognize the impacts of our activities, products and services on
environment. Formulate objectives and targets for pollution prevention, environmental impacts
mitigation and resource conservation as far as technically feasible. Operate in compliance with
applicable legal and other requirements with the commitment to preserve global environment.
Create awareness and understanding about environmental issues amongst our associates.
Commitment to continual improvement of the environmental performance and review of the
environmental management system to ensure its suitability, adequacy and effectiveness. Keep
public and other interested parties informed on our environmental performance, if deemed
necessary.

Initiatives & Awards

Honda's three decades of environmental leadership are good for the environment, good for society and
good for business. And we have the awards to prove it.
Green Factories
All major Honda plants worldwide already meet the toughest international environmental management
standards (ISO 14001), covering a host of environmental areas, such as waste disposal, water treatment
and energy use. But at Honda, we're too busy to rest on our laurels, even though we have an advanced
degree in the three R's:
REDUCE: When it comes to improving our operations, Honda listens to the people who know
best—our own employees. Honda associates have provided many of the recommendations now in
place that have helped reduce up to 58 percent of our waste.

REUSE: Raw materials used in Honda's manufacturing process are not just sent to landfills—they
are reused in the most efficient ways possible. For example, leftover raw steel from stamping is used
for engine and brake components.

RECYCLE: Recycling improves our bottom line while healing the skyline. Honda has annually
received up to $1.2 million in revenue from recycling paper, cardboard and plastic from Honda
facilities. We have also focused on the use of returnable shipping containers and the development of
emissions-reducing door- and truck-sealer materials.

Environmental Awards for Honda Vehicles

"An idea is nothing if it isn't put into action immediately... that is what makes for progress." The
philosophy of Honda's founder, Soichiro Honda, drives our
associates to make The Power of Dreams into a daily reality at
Honda. The awards? Sure, they're flattering. We just think it's nice to know there are many others out
there who are as concerned about saving the planet as we are.
Greenest Vehicle
In a clear demonstration of Honda's enduring role as an environmental leader, four Honda vehicles
have earned recognition from the American Council for an Energy Efficient Economy (ACEEE) as the
"greenest vehicles" of 2006. In their 9th annual Green Book: The Environmental Guide to Cars and
Trucks ranking of environmentally responsible vehicles, two Honda models tied for the top spot on its
list of "Greenest Vehicles of 2006:" the natural gas-powered Civic GX and the Insight hybrid. Honda
Civic and Civic Hybrid were also among the top twelve greenest vehicles of the year. This is the sixth
year in a row that a Honda vehicle received the number one ranking in this study, and the fifth
consecutive year that Honda vehicles hold at least 4 of the top 12 positions.
Additional Awards:

Insight tops Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2005."
Honda Insight earns Highest EPA Fuel Economy Rating in 2005.
2006 Accord Hybrid Sedan wins Kiplinger's Best Fuel Economy in the $30,000-$45,000 category
2006 Insight garners Best Fuel Economy honors from Kiplinger's
2008 Civic GX is named "America's Greenest Car" by the American Council for an Energy-Efficient
Economy (ACEEE)
Civic Hybrid is third on the Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2006
Civic Hybrid and Fit make the Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2007
 COMFORT
A symphony of sophistication and ergonomic excellence.
Enter the cockpit of the New Accord and bask is satisfaction. It engages the senses and attends of the
Driver's needs. With an array of innovative feathers, it offers superior comfort and convenience.
Accord is where the true pleasure of driving begins.

Electric sunroof (single-touch automatic open/close function and pinch prevention mechanism)

Tilt / Telescopic Steering Wheel

Cruise Control(switch on steering wheel)

8-way full-power / lumber support driver's seat.

Greater safety for everyone

Honda’s extensive collision safety measures enhance protection of people both inside and outside the
vehicle. In 2000, Honda opened the world’s first indoor omni-directional crash test safety facility,
where real-world accident scenarios can be tested with a high degree of accuracy. Through the results
of such testing, and advanced Honda G-force Control technology (G-CON), we produce highly rigid
yet pliable car bodies that help reduce the impact energy of a collision
and maintain a survival zone around occupants. A network of load-
bearing front frame members help absorb the impact of frontal
collisions, for example, and advanced compatibility
engineering body technology enhances safety for occupants of both
vehicles in car-to-car collisions. Honda’s total commitment to enhance
driving safety also includes use of a hood designed to reduce
pedestrian head injuries in car-to-pedestrian collisions, a Collision
Mitigation Braking System (CMBS) that activates the brakes if a
collision becomes imminent with the vehicle ahead, and seatbelt E-pretensioners.
Motorcycle airbag system
The Gold Wing is the world’s first mass-produced motorcycle to be equipped with an airbag system.
When sensors detect frontal impact, they transmit deceleration data to a control unit that deploys the
airbag, thus absorbing the rider’s kinetic energy and cushioning impact.

The world’s first pedestrian crash test dummy

In 1998, Honda developed the world’s first pedestrian test dummy
for analyzing the effects of car-to-pedestrian colli-sions. This
dummy evolved to provide even more accurate feedback in the year
2000. New lower body joints were designed to closely resemble
those of real human bodies and instruments were placed at various
points throughout the body to measure the seriousness of the
“injury.” Over the years, this dummy has been vital in our efforts to

enhance our safety technology and help reduce pedestrian injuries.

Customer Service Centers
All the authorized dealerships in Pakistan are a source of customer satisfaction. The after sales is
supported by the immaculate service and the availability of spares at competitive prices for every car
sold. To facilitate the customers for any assistance they require, we have a separate department, called
Customer Relations, at the head office. This department is supported by the subsequent Customer
Relations Officers at all dealerships. The purpose of Customer Relations Department and Customer
Relations Officers is to enable our customers in getting any sort of help required by them.

Free Services
HACPL is a customer service conscious company, for which it is always looking for avenues to
develop further relations with the customers who have already purchased the cars. We consider
purchase of car as the beginning of relations with customers. To prolong this relationship and
encourage the customers to keep on coming to the dealership, to get theirs cars maintained the Honda
way we provide three FREE CHECK-UP SERVICES to our customers.
These are basically three periodic check-ups at 1,000 Km, 5,000 Km and 10,000 Km mileage which
are normally done after 1 month, 3 months and 6 months of running the car. Other than providing
service to customers another reason for this facility is to stress on the importance of periodic
maintenance. Periodic maintenance is essential for every car and if this is performed regularly as per
the maintenance schedule the car is trouble free and life of car increases by many years. For these free
services the labor is not charged, where as the customer has to pay for only the consumable like engine
oil, oil filter, etc..

Repair and Maintenance

HACPL is providing regular trainings to the dealers' technicians. The trainings cover all aspects of the
cars including the periodic maintenance, diagnostics, trouble shooting and repairs according to
HONDA standards. From this we want to facilitate the customers in maintaining their cars in top-most
condition and enjoying the comfort and performance of the luxury vehicles they own. It is our
endeavor to have uniform service standards made available at all dealerships in accordance with the
international Honda standards. We consider the properly maintained vehicles not only to be a source of
satisfaction to our customers, they also increase the sale value of their car.

SWOT Analysis

Strengths
Product
 Brand name image
 Smoother drive as compared to competitors
 Market leadership – Enjoying 56% share in motorcycles.
 Efficient performance
 Durability/Reliability
 Quality – ISO Certification
 Easy availability of Spare Parts
 Strong asset position/increased profits with each year
 High resale value
 Low maintenance costs
 Technical expertise – Benchmarking Honda, Japan.
Price
 Reasonable price of genuine parts
 Cheap maintenance
Promotion
 Successful Promotional campaigns via TV and Newspaper channels enjoying extensive viewer
ship
People
 Management/non-management work as a single unit, as a team
 Highly loyal, committed and motivated employees
 Hardworking, experienced and qualified staff
 Technological and managerial know-how
  Job evaluation which is totally performance based, gives staff incentive to work harder each
time
 Bonuses and reward system for employees
 Trainings given to dealers, motorcycle mechanics and users
Processing
 TQM principles practiced in work processes
 Kaizen (continuous improvement) principle in all processes
 State of art plants and equipment
 ISO 9002 certified
Physical Environment
 Frank and congenial work environment
 Positive work climate and organization culture – single code of dress supports to maintain
discrimination free work environment
Others
 Customer loyalty
 Old and established brand name
 Safety guidance given to customers.

Weaknesses
 After sales customer service not up to the level actually expected by the customer.
 Less of a proactive approach to different matters, reactive approach applied more
 Limited investment in high technology equipment
 Price higher than prevailing competition in market, which gives customer thoughts about
nearest substitutes available
 Bike launching new features as those of new entrants in market
 From customer point of view, in case brand is unavailable for a long time, high pending level
allows customer to switch brand
 Credit availability schemes no well managed and customer not informed about them
 Customer conscious of bike as a status symbol refrain from buying available Honda brands. It
is considered more of a family bike
  No safety measures installed in bikes against snatching dilemma.

Opportunities

 Growing motorcycle market – Estimated bikes 500,000 by the end of 2007 compared to
300,000 in 2005/2006
 Customers realizing quality matters, as problems are already cropping up in new entrants
models
 Initiatives and proposals in process for coping with increased demand of bikes
 Newer segments introduced with entry of new models, design, which still have huge potential
for growth
 Karachi, a segment which has tremendous potential for growth and profitability.

Threats

 Many new features inherent in latest bike models increasing customer expectations a great deal
for the future.
 Crucial economic conditions of Pakistan can lead to the decreased sales .
 WTO (World trade Order) opening local markets for global competition
 Competitors launching newer models with stress on reduced price for our price-sensitive
economy proving serious threat in near future
 Theft and snatching of bikes increasing, reaching 2500 bikes in period of January -May 2007.

Portfolio Analysis

THE BOSTON CONSULTING GROUP MATRIX

For Atlas Honda

Market Share
High Low
 Stars Problem child

High CIVIC VTI-

ORIAL,CITY CR-V,CD100

Market growth Rate

Low
Cash cows Dogs

CIVIC vti orial

CD70,CD125
Inference

• According to
the BCG Growth Share Matrix,
Atlas Honda started out as
market leader, and as a business
with high market share and high
growth rate. Hence, being a market leader it can be identified as a star in BCG Matrix. Atlas Honda is
investing enough to maintain and grow its share at the current level.
 The hot cakes for Atlas Honda is CD 70,civic i vatic is very successful in the market and has lot
more potential to grow in future. It has highest relative market share and highest growth rate as
compared to other products of honda.

 CD 100&CR-V is a new entrant in the market right now, having only 10% share in Atlas Honda
total sales. It has probability of growth and failure both. But chances for failure are very minute
(close to zero), because of the fact that Atlas first carries out many experiments. It first comes
out with many variants (brands with different features) in the industry for experimenting
purpose. It then examines the sales of those variants and carries on with only those variants
(brands) which have a potential to grow and which could contribute in increasing sales and
profits. CD 100 &CR-V has a potential to grow in future and become a STAR.

CG 125&CIVIC VTI-ORIAL is a growing brand constituting 20% of the total sales. It has potential to
grow but not as rapidly as CD 70. It has probability of becoming a Cash Cow