Three years ago I went to the Suzuki outlet on Old Queen’s Road; an iconic street of Karachi. I needed to change my 7-year-old Suzuki Swift which was past its prime. After a discussion and a look-see I decided on a Suzuki Alto. Before I could close the deal my driver stepped up. He emphatically refused to drive an Alto, with Sahib sitting in the rear. “Great insult”, as he put it in vernacular.
I upgraded to a Suzuki Cultus. There it stands – proud, upright after 4 years of misuse. My car sends a message – modest, small fry, humble, not out to impress. The crowd I hang out with, corporate and social, this car is a standout. Vegas, four-wheelers, Audis, Mercedes and now Chinese. My Suzuki is treated with contempt by police, pedestrians, car lifters and an occasional traveler. So be it, till the next purchase.
The automobile industry is nearly 125 years old. It has changed the world. It gained traction as one of the largest industrial sections in the world coupled with supply chain it had a large economic footprint. Automobiles are no longer high tech, or mid Tech. Hi Tech only comes into play at the extreme high end – Pagani, Lambo, Rolls-Royce Boat Tail. But the automobile industry has contributed ‘larger than life’ characters, myths, stories, scandals, movies, brands, etc. One of the pioneers, Henry Ford, was a legend- he shaped history.
His famous quotes are still well quoted. The Ford headquarters in Dearborn, Michigan, the USA, did not have a 13th floor. Ford’s office was on the 14th floor. One day Ford alights from the lift and gives a dime (10 cents) to the lift boy. The lift boy complains, “but, Ford, your son gives me one buck every time.” Ford looks at him disapprovingly and replies, “He can afford to. He’s Henry Ford’s son.” Count Bugatti, owner of the Bugatti car brand, was notorious for guarding the exclusivity of the brand. In the 1930s, when the car was introduced, he would invite the potential buyers to his castle in the French Alps.
More than 50% of the buyers were turned down- bad table manners, no knowledge of wine & gourmet food, radical views, royalty, military dictators, & monarchs, Arabs, Pashas, millionaires and beatified actresses were expected. About 5 years ago, the Bugatti brand was re-launched. Only if you have USD 3 million to spare. Hollywood exploited the car fixation to the maximum. Steve McQueen rose to fame after the 7-minute car-chase scene in the movie ‘BULLET” and the even more sensational motorcycle exploded in ‘The Great Escape’. In the 1950s/60s, the Americans were producing Muscle, while the Europeans were concentrating on small budget cars like Fiat 600 or sexy car like Ferrari, Alfa Romeo, Maserati. The UK was home to a large number of car brands- Morris, Garage, Land Rover to name a few. James Bond’s first car was a silver supercharged Bentley. Then Bond 007 switched to Aston Martin, DB5 still there with DB11. The Aston Martin Company is a great business case study – 6 bankruptcies. In post-war Italy the ruling automotive family was the Agnelli dynasty of Fiat. A dynasty developed in La Dolce Vita.
Giovanni Agnelli was also a fashion icon & a ladies’ man. His love affair with Jackie Kennedy is well documented. Once John Giovanni & Jackie were vacationing together in the Mediterranean, Jack Kennedy sent a cable (alas internet) to Jackie, “More Caroline (daughter) less Agnellis”.
Post-War Germany was producing super cars, but also delivered to the Folks car, the “VW” or Volkswagen. The VW went on to rule the world for 40 years. The largest concentration of VW cars was found in Kabul, Afghanistan, especially the VW camper vans. Surprise, Surprise! In the 1960s/70s Kabul was the centre of the hippy movement.
The automotive history of Pakistan is quite boring. Not much happened in the last 60 years. Only 2 snippets worth reporting. In 1965, Y.M. Khan became the first Pak Chairman of ICI (Pak) Ltd. His official car was a majestic Armstrong Siddeley. A stretch limo with a separate driver’s compartment. Very British. Very stiff upper lip. When YMK used the car people took note – mostly jealously. The top team advised YMK to garage the Siddeley and use it for ceremonial occasions. YMK shifted to Dodge Dart, etc. In the 1950s the greatest of lovers in Europe & the USA was our own Prince Ali Khan.
He was the ultimate ladies man with a sybaritic lifestyle. His cars were as well-known as his women. He died in a self- driven car crash, with a beautiful woman by his side (Betina). The car was an Italian brand Lancia. That year, 1956, the company recorded the best ever sales. Unfortunately, because of the non-scandalous nature of Pakistan’s auto industry, we must close on a Motorcycle event, rather than a motor car. In the 1960s, while studying at Murray College Sialkot, our group included a chap we called Bashira. Much later he was a police outrider leading the visiting dignitaries in Lahore, twinkling lights & blowing sirens.
One very cold December evening he was on duty at the Imperial Governor’s House, Lahore, waiting to lead a high-powered foreign delegation to the next destination. At 6.30pm Bashira was informed of a 30-minute delay. He curses and reaches into his kit bag, pulls out a bottle to have a swig. It’s very cold and getting colder. His current girlfriend is waiting at the famous bazaar. At 6.30pm, another delay. Another swig. Finally, at 7pm all clear is sounded.
Bashira kick-starts the motorcycle, adjusts his night-vision glasses, turns on the siren and heads the entourage out of the Governor’s House – 3 protocol Mercedes, 4 armed escort jeeps, one ambulance, etc. Rather than heading left towards the destination at Lahore Cantt, Bashira makes a right towards Lower Mall.
Immediately, his radio phone buzzes. “Idiot, where are you going?” Realizing his mistake Bashir makes a U-turn at Charing Cross and heads north; the car entourage likewise. Next day Bashira reports before the chief of protocol & DIG Traffic. He is placed on suspension, and all benefits frozen till further notice. Two days later, friends of Bashira present a petition to the Governor of Punjab, seeking his restatement. The honorable Governor agrees that the circumstances were mitigating- extreme cold, warm liquid, and awaiting damsel. Bashira is reinstated.
Copyright Business Recorder, 2026
The writer is a former Executive Director of the Management Association of Pakistan