Atlas Honda, one of Pakistan’s leading motorcycle manufacturers, has revealed its inaugural electric vehicle (EV) motorcycle, the Honda BENLY e. The company, however, has not specified the rollout date for the EV in Pakistan. The launch event occurred at Atlas Honda’s Sheikhupura factory, marking the company’s 60th year of operations in Pakistan.
Noriaki Abe, Chief Officer of Motorcycle and Power Products at Atlas Honda, announced that the Honda BENLY e will undergo test marketing, with future products based on market feedback to ensure the best offerings for society and customers. Honda products have become integral to daily life in Pakistan, and the longstanding joint venture between Atlas Group and Honda Motor Company has been a pioneer in motorcycle and auto parts manufacturing since 1963.
Atlas Honda, boasting the largest network of local auto parts manufacturers and dealers in Pakistan, provides direct employment opportunities to over 150,000 people through its 10,000 touchpoints. Despite being the market leader, the motorcycle industry, primarily serving the low-income segment, faced a sales decline in October, with Atlas Honda recording a 5% month-on-month and year-on-year decrease in sales to 90,000 units.
The motorcycle industry’s challenges in Pakistan include a lack of charging points for the growing demand for EV bikes. To support this shift, the government must invest in charging infrastructure and collaborate with the private sector for investment. Additionally, EV bikes in Pakistan face hurdles such as high costs, limited range, and unclear and inconsistent EV policies. The first four months of the fiscal year witnessed a 10% year-on-year decline in motorcycle sales to 371,000 units due to increased bike prices and the low purchasing power of customers.