Competitive Analysis Motorcycle industry in Pakistan

Global motorcycle production increased from 30 million units in 2004 to 40 million units in 2005 with China alone producing 17 million units. The second largest producer was India with 7.7 million units while Pakistan came at number seven with a production of 751,000motorcycles or about 2% of the global total. This global surge in demand has also been felt in Pakistan where the industry in the financial year manufactured more than 750,000 units.
PAKISTAN INDUSTRY:

In Pakistan motorcycle assembling started in 1964 when local Atlas group started Honda assembling in Karachi. At the same time other Japanese brands also assembling in Pakistan such as Suzuki and Yamaha. The most leading Japanese brand was Honda which enjoys their quality and resale value. The Pakistan Automotive Manufacturers Association (PAMA) was formed in 1984. Initially three motorcycle OEMs (original equipment manufacture) namely Atlas Honda, Dawood Yamaha and Suzuki Motorcycles Pakistan became PAMA members. In the 1990s, three moreOEMs joined PAMA, these were, Fateh Motors, Pakistan Cycle Industrial Cooperative Society Limited and Siagol Qingqi Motors Ltd. There are currently 43 Original Equipment Manufacturers in the Industry. These include 6 OEMs who are members of the Pakistan Automotive manufacturers Association (PAMA) and 37 OEMs who are not PAMA members. The Engineering Development Board (EDB) issues licenses to the non-Japanese OEMs for undertaking assembly operations. The Pakistan Standards & Quality Control Authority (PSQCA) is responsible for monitoring the production of quality products by the OEMs.As such both the EDB and the PSQCA play an important role in the establishment, licensing and monitoring of the technical operations of the motorcycle assemblers.

PRICING STRATEGY The entry of the Non-PAMA OEMs with a competitive price difference of approximately 25% (Rs.52,000 Vs. Rs.68,000 for the Honda 70CC in 1999) and continuous price reductions (2006 price for average Non-PAMA OEM 70CC clone is Rs.40,000 Vs. Rs.54,000 for a Honda 70CC). This has seen the total motorcycle market increase from 120,627 in 2001 02 to 751,667 in 2005 06.With the increase in production, the prices of motorcycles have come down considerably. In 1999 2000, the price of a Honda 70CCmotorcycle was Rs.68,000. The same year the Non-PAMA OEM supplied 70CC clones for Rs.50 52,000. In order to compete with Non-PAMA OEM products, Atlas Honda and other PAMA members considerably reduced prices. As a result of these price reductions, the Honda 70CC is currently selling at Rs.64,000 Non-PAMA member clones are available in the Rs.35 42,000 range. If this trend in prices continues, the market is likely to expand further Sales of Motorcycles in Pakistan Year 2001-02 2002-06
2003-04 2004- 05

Production in Units 120,627 175,169

371,007

% Growth 11.00 45.00

112.00 54.00 32.00

2005-06
Source: EDB

570,085 751,667

Per capita income relationship An Increase in per capita income and motorcycle sales. A positive relationship has been seen between per capita income increase and new motorcycle ownership.
Year Per capital income us$ Annual demand in units Population 000 New motorcycle per person % change decrease`

2001-2002 2002-03 2003-04 2004-05

492 579 657 742

120,627 175,169 371,007 570,085 751,667

143,825 146,845 149,929 153,077 156,291

1193 838 404 269 208

30% 52% 33% 23%

2005-06 847 Source: EDB

Market shares of OME and non-PAMA OME

NO# OME brand Member of PAMA or 1 2 3 4 5 6 7 8 9 Atlas Honda Dawood Yamaha Hero Star Pak hero Pak Suzuki Sohrab Metro Others Total Non-PAMA PAMA PAMA PAMA NON-PAMA NON-PAMA PAMA PAMA NON-PAMA NON-PAMA Units (Jan Dec 2005) 251,232 48,477 27,725 20,283 18,982 16,926 13,390 4,075 52,142 453,231 Market Share % 55.0 11.0 6.0 4.0 4.0 4.0 3 1 12 100 Units (Jan April 2006) 96,943 15,515 7,810 4,600 8,147 4,997 4,292 719 30,116 172,739 Market Share % 56 9 5 3 5 3 2 <1 17 100

Source: Provincial Excise & Taxation Departments of Sindh & Punjab

Problems for PAMA Member OEMs:

1. The Non-PAMA OEMs are indulging in large scale undervaluation of imported parts and components. 2. The Non-PAMA OEMs are indulging in sales tax evasion by not declaring actual production figures. 3. The Non-PAMA OEMs are using imported parts purchased from local commercial importers and showing them as parts produced by the local component manufacturing industry. 4. Some of the Non-PAMA OEMs are fake units setup to avail duty concession provided by the Government to the industry.

Problems of Non-PAMA OEMs: 1. Customs is valuing parts and components imported from China at much higher prices then their actual price in China. 2. Local component manufacturing industry is unable to produce and supply parts and components of the right quality and in the desired quantities.
3. Constant harassment by the Sales Tax Department, it is claimed to be the

only industry which is being subjected to detailed audit. 4. Common die, design, tooling facilities are not available.