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 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.

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 Goal in Branding:

To create a brand that is supported by people’s 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 Yusuf H. ShiraziDirectors Abid Naqvi

Kazuhisa HirotaHiromitsu TakasakiHisao KobayashiSanaullah QureshiTariq Amin

Chief Executive Officer Saquib H. ShiraziCompany Secretary Syed Tanvir Hyder

» Audit Committee

Chairman Sanaullah QureshiMembers Tariq Amin

Nurul HodaHead Of Internal Audit Zaheer Ul HaqSecretary 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 member’s 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 customer’s 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 in-house 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 company’s standards and policy.