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Atlas Honda unveiled its electric scooter ‘BENLEY e’ during a ‘soft’ launch at its Sheikhupura factory on Tuesday, as the company makes it move towards the two-wheel EV segment in Pakistan.

Chief Officer of Motorcycle and Power Products at Atlas Honda Noriaki Abe said at the event that ‘BENLY e’ will be offered for test marketing while new products will be offered based on feedback.

Another industry source privy to the matter said Atlas Honda will not be selling its electric scooters to the general public initially.

“However, bikes will be commercially sold to organisations having large fleets of two wheelers like food delivery services and courier services etc. where the company has close interaction with customers and has an opportunity to understand their needs better,” the source said.

Atlas Honda’s profit up nearly 152% in July-Sept

“It’s a new product and the company needs to develop a close understanding of the customer’s needs and challenges that may stem up while entering the electric bike market,” it added.

The source further said that unveiling the electric scooter shows the company’s intention to enter the electric bike market.

How does the market see Atlas Honda’s intent to enter the EV market?

A Honda dealer at Karachi’s busy Akbar Road said dealers are expecting that the company will take a year to make electric bikes available in the market.

“There are a lot of people inquiring about Honda’s electric bike,” said the dealer.

He added that the market was seeing an increase in the sale of electric bikes in recent times.

Sixth time in 2023: Atlas Honda jacks up motorcycle prices in Pakistan

Two-wheel industry expert Sabir Sheikh says Atlas Honda entering the electric bikes business is a big push for the nascent industry.

“Atlas Honda presently commands over 80% of the two-wheel market in the country. They are undisputedly the biggest two-wheel player in the country. Therefore, their entry in the electric bikes arena gives the nascent industry a big push,” he said.

In 2022-23, Atlas Honda sold over 1 million motorcycles out of the total 1.18 million total two- and three-wheel unit sales – commanding 85% market share, according Pakistan Automotive Manufacturers Association (PAMA) data.

At the event, Saquib H. Shirazi, President and CEO of Atlas Honda, said the company has expanded its product line up and achieved localisation of up to 95%.

“The company developed the largest network of local auto parts manufacturers and dealers. With more than 10,000 touchpoints, the company has created direct employment opportunities for more than 150,000 people,” Shirazi was quoted as saying in a press release issued after the event.

Meanwhile, Sheikh said Chinese electric bikes are getting popular but Honda will be offering Japanese technology, which the market expects to be superior.

Atlas Honda sees $25mn in exports in MY24: Ismail Iqbal Securities

Sheikh, who is also Chairman Association of Pakistan Motorcycle Assemblers (APMA), expects Honda bikes may be priced more than double of its comparable competitor Chinese brand of electric bikes.

“A good Chinese electric bike is presently priced over Rs300,000. I am expecting Honda’s electric bike to be priced around Rs900,000, especially the one that has been displayed in Sheikhupura,” he said.

“There are now around 1,000 electric bikes being assembled in Pakistan a month. The dynamics are changing very fast. The number will go up to 4,000-5,000 by June 2024. I know people who have bought electric bikes. They are very happy because it is saving them up to Rs15,000 monthly on account of fuel,” Sheikh added.

After-market

Sheikh said buyers should buy motorcycles only from those companies that have a production facility to ensure after-sales support.

Meanwhile, he added that the second-hand market for electric bikes will be slower because the price of a battery has a huge pie – somewhere around 50% of the overall price.

‘Good news’

“It’s good news that a major Atlas Honda is testing waters with its electric scooter test run. Their experience will be very beneficial for the EV market,” said Dr Aazir Anwar Khan, founder and Director Integrated Engineering Centre of Excellence (IECE), University of Lahore.

He added that Atlas Honda has the muscle and brand recognition to convince people and adapt to EVs.

He said that going forward, if Honda manufactures some 50,000-100,000 electric scooters in the country, it will be a major step towards achieving the target of 30% electrification of motorcycles by 2030.

Khan said the price point will be the biggest challenge for the company.

“If the price is very high, the market for its electric scooter will be very small. Two-wheel is a very price sensitive segment.”

Comments

200 characters
PTI worker Nov 28, 2023 08:19pm
A million Rupees for a electric Honda bike what a joke.
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M Arshad Nov 28, 2023 09:51pm
Price of ev scooter should be fixed accotding to purchasing power of the general public in prevailing scanero of the country . Though Atlas Honda is big brand and lways produce quality products but price of ev bikes should be market competitive as chines made ev vehicles .No doubt Honda is our pride, we pray its success .in sha Allah
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Fayaz Nov 28, 2023 11:20pm
15000 saving bt 1 million investment which itself give 20k earning and after one yr 5 lakh on New battery mean 40k per month What a joke a complete failed E bike
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Zaman Nov 29, 2023 01:06am
Electric vehicles are failure in Pakistan till some low priced and long lasting electricity storage devices are available. Batteries die in 6 months to 2 years. Thats why solar is also failed.
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Rizwan Nov 29, 2023 09:07am
@Zaman, I have solar installed over a year ago and it's one of the best investment I could have done for lifetime outcome. I haven't paid any bill in a year and using Ac's and Electric geyser in summers winters freely. How can you say Solar failed? Do some research before giving your wrong information to people
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Kamran Ahmad Nov 29, 2023 10:19am
Price
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Muhammad Ashfaq Nov 29, 2023 11:35am
Dear sir. It will be a total failure. Nobody will buy it at 9 lakh rupees.
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Kashif Nov 29, 2023 11:42am
@Zaman, electric vehicles have batteries that last years. Correct your information. Also residential solar is a roaring success in Pakistan. Every other house in my area has them, and with Lifep04 batteries that last 15-20 years, it's a no brainer for anyone with money.
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Muhammad Waqas Nov 29, 2023 12:03pm
Better invest 1 million somewhere and keep riding your 70cc
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Muhammad Waqas Nov 29, 2023 12:06pm
@Zaman, specially batteries of ebikes die in 8,10 months. and you get batteries for 60, 80 thousands depending on kwh. This whole battery price offset the economic incentive of ebikes.
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Usman Nov 29, 2023 02:20pm
Good start. Prices are generally higher initially in new ventures. Market response and advancement in technology will rationalize the price ultimately.
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Fazal Ahmed Samoo Nov 29, 2023 04:06pm
Pl send me your contact no and location Display center in karachi And details performance of Scotty , price
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Fazal Ahmed Samoo Nov 29, 2023 04:07pm
Kindly send me your contact and location Display center in karachi And price of Scotty in karachi
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Fatima Nov 30, 2023 06:53am
@Fazal Ahmed Samoo, send us your address we will pick you up.
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Shabir ahmad Nov 30, 2023 09:03am
Good and lovely
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HaqNawaz Nov 30, 2023 02:00pm
Good news And price
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Rana Nov 30, 2023 04:58pm
@Fayaz , if you choose Graphene batteries it will cost you 50k after 4to5years
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Ramiz Raja Nov 30, 2023 07:31pm
How much price benly scooter
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Imran Khan Baloch Dec 01, 2023 06:51am
Hi yh bike kitna fainly mil jaega Pakistan mn
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