Company History:

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 inhouse 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 countrys 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, Hondas 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.

What is Honda?
Honda is an entity that realizes the dreams of individuals and spreads joy to people. Hondas
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 peoples dreams.

Hondas Goal in Branding:

To create a brand that is supported by peoples expectations and appreciation.

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.

Objectives:
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

Board of Directors
Chairman
Directors

Chief Executive Officer

Company Secretary

Yusuf H. Shirazi
Abid Naqvi
Kazuhisa Hirota
Hiromitsu Takasaki
Hisao Kobayashi
Sanaullah Qureshi
Tariq Amin
Saquib H. Shirazi
Syed Tanvir Hyder

Audit Committee

Chairman
Members
Head Of Internal Audit
Secretary

Sanaullah Qureshi
Tariq Amin
Nurul Hoda
Zaheer Ul Haq
Syed Tanvir Hyder

STRATEGIC GOALS
Customers:
Our customer are the reason and the source of our business. It is our joint aim with our dealers to
ensure that our 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 motorcycles 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. Payments of regular satisfactory dividends and adding value to the shares.

Employees
To enhance and continuously up-date each members capabilities and education and to provide
an environment which encourages practical expression of the individuals potential in goal
directed team efforts and compensate them attractively according to their abilities and
performance.

Corporate Citizens:
To comply with all government laws and regulation, to maintain high standard of ethics in all
operations and to act as a responsible members of the community.

Awards:
SAFA Award Compliance with Corporate Governance and comprehensive disclosures in
financial statements is one of the prime objective of Atlas Honda Limited. This effort was
recognized internationally by professional body, South Asian Federation of Accountants (SAFA)
and received the award for best presented accounts and corporate governance disclosures for its
annual report 2008.
ICAP / ICMAP Joint Committee Award The Company was once again encouraged by another
prestigious national award upon receiving Best Corporate Report Award 2008 in Engineering
Sector by Joint Committee of Institute of Chartered Accountants of Pakistan(ICAP) and Institute
of Cost & Management Accountants of Pakistan (ICMAP).

National CSR Award 2009 Corporate Social Responsibility (CSR) activities of Atlas Honda
Limited got a boost from the recognition received through the 4th National CSR Award. This
recognition will be an impetuous for the Company to further improve its effectiveness in this
area.
HR Excellence Award 2009 The Company participated in the national level prestigious contest
organized by the Employers Federation of Pakistan.The Company was adjudged to be
second in the multinational companies sector. The recognition of high standards of performance
by an independent national panel was indeed a source of great encouragement for the associates
and an honor for the Company.

AHL Programs:
3 Joys:
Atlas Honda 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 the foundation of Respect for the individual, The Three Joys expresses our belief
and desire that each person working in, or coming into contact with our company, directly or
through our products, should share a sense of joy through that experience.
In line with these basic principles, since its establishment AHL has remained on the leading edge
by creating new value by providing products of the highest quality at a reasonable price for the
customers satisfaction. In addition, the Company has conducted its activities with a commitment
to protecting the environment and enhancing safety in a mobile society.

Merit, Equality and Diversity:

We firmly believe in recruitment on merit regardless of sex, cast or religion. We are equal
opportunity employer. AHL is a composition of diverse workforce. You may call us mini
Pakistan. We demonstrate our commitment by promoting equality of opportunity with in the
company that aims to build home grown and well groomed staff within the company. We have
number of examples, people came at entry level and have risen to CEO, VP and GM Levels.

Job Security and Sustainability:

AHL history tells, we strongly believe in long term sustainability of our employees. We have
sizable majority of those employees, who have been working with us for more than two or three
decades. Our HR policies plaster individual path to upside in management ladder through
performance and attitude.

Management Trainee Program:

AHL attracts talented individuals for management trainee program designed to provide fast track
career growth for entry level individuals. This program helps qualified, skilled and talented
individuals to achieve high career growth with in the short span. After completion of successful
management training period individuals are placed as Assistant Manager in their respective
fields.
Training and Development:
AHL is committed to excellence in training and development of its manpower appropriate to
their duties & responsibilities. Our key executives are sent to business schools such as Harvard,
Wharton, Stanford, IMD and LUMS.
Every year company sends two employees for EMBA (Executive MBA) to LUMS. Moreover,
various employees are being sent for Atlas Diploma in Business Management to LUMS.
For continuous learning from in house resources, Human Resource Department conducts inhouse training sessions.

Quality Circles:
In order to maintain continuous improvement in good management and manufacturing
techniques, company operates Quality Circles; which has local translation ALA MAYAR.
These circles encourage participative management in employees and make them feel
contributory member in the company success. AHL views quality circles as the vital medium for
continuous improvement.The aim of Quality Circles (ALA MAYAR) is to build an environment
that makes company Best Among All in the automotive industry and to retain the status of
market leadership.
Every year company holds competition to pick top three quality circles among employees and
vendor industry. Competition winner among employees goes to participate Asia Oceania Block
while runners-up go to Sheikhupura plant for study tour.

Health, Safety and Environment:

As a responsible corporate citizen AHL functions in a manner that save the environment and
protect the health of the people. We believe in environment friendly production with reduction of
waste and pollution. We have comprehensive health, safety and environment programs in which
we train employees, reduce injuries and illnesses, eliminate hazards, conduct fire fight drills etc.
We practice efficient resource management in which we specially focus on effective use of
electricity and promoting recycling and reusing techniques. We have been constantly improving
our environment, our health and safety. Our motto is Safety First!

Uniformity and ease to all employees:

As we are the custodian of Honda global philosophy and traditions in Pakistan. We attempt to
promote uniformity in every function. For the uniform appearance, company provides white
uniforms that become our symbol to identify AHL associate in first look. Moreover; for the ease
of the employees, company provides all necessary tools and knowledge to every employee,
which make them capable to perform well. Our system and procedures spell out great details
what every employee need to meet companys standards and policy.