You are on page 1of 49

Analysis of Pakistani Automobile Industry

A Report
by Ravi Magazine 16th April 2015
Ravi Magazine |

Introduction

The dictionary says that an automobile is a land vehicle equipped to carry a driver and several
passengers, generally moving on four wheels and propelled by an engine that burns gasoline, and
the companies that manufacture these automobiles are categorized under the automobile industry.
So simple it seems.

However, in the real substance, automobiles and the auto sector mean much more than this. It
represents mobility, transportation and communication. It represents an industry that has a strong
impact on a dozen other sectors may it be steel, vending, petrol or even employment. Hence auto
sales reflect not only the basic human desire for mobility but these are also an important
economic indicator.

The auto sector, like other industries of Pakistan, has its share of problems and issues. This part
of the report firstly covers the analysis of the whole industry discussing the various mega
environmental factors as well as other relevant issues. Then it will move on to discuss the
theoretical companies analysis. The whole analysis, industry wise as well as company wise,
would form the basis of the financial analysis that comprises of the second part of my report.

The companies I have chosen are Pak Suzuki Motors and Indus Motors Company.

The objective of this study, besides to get a good grade in the subject, is to understand the basics
of the automobile industry of Pakistan, discuss its pros and cons, find the reasons for its present
state, present the future outlook and propose some ideas that might lead to better results.

The sources of information primarily include articles from newspapers and magazines, reports
from brokerage houses, interviews and some old research reports.
WHAT IS THE AUTOMOBILE INDUSTRY?

The automobile industry in Pakistan includes companies involved the production/assembling of


passenger cars, light commercial vehicles, trucks, buses, tractors and motorcycles. The auto spare
parts industry is an allied of the auto industry. The auto & allied industry form a major sector in
Pakistan.

MARKET STRUCTURE
The market structure of the automobile industry in Pakistan is concentrated. In economics term,
we could say its an oligopoly, which is characterized by imperfect competition in which the
industry is dominated by a small number of suppliers. This is because the auto industry is highly
capital-intensive requiring high investments and the products are expensive. Hence the barriers
to entry are high resulting in the presence of limited number of suppliers.

Moreover, the market can also be categorized as price-oriented. As cars are luxury items,
especially in developing countries (Pakistan being one of them), the demand for them is elastic.
Any prices change affects the sales of the company to a great extent.

HISTORY OF THE PAKISTANI AUTO INDUSTRY

When Pakistan was established in 1947, there were neither any automobile assembly plants nor
any industrial capability available for this important manufacturing of cars, Light commercial
vehicles, motorcycles, trucks and buses.

Investment in the automobile industry in Pakistan started in the mid 50s when Kandawallah
Industries established its units for assembling buses and trucks. The companys name was later
changed to Naya Daur Motors. National Motors took the challenge to produce locally
manufactured automobiles in the 60s and is said to have reached above 80% deletion of the
Bedford lorries and trucks before it closed down. Then Kandawallah Motors again made a
breakthrough by introducing Nishaan, a jeep copied on the pattern of Willeys Jeep of USA
used by the Pakistan army. However, the project died out before the commercial production
began. Iran used the same blueprint and developed the automobile under a different brand name.

The automobile industry took another turn in the early 70s when the automobile industry in the
country was taken over by the Government and placed under Public sector. Pakistan Automotive
Corporation (PACO) was established in 1973 to regulate and supervise the automotive industry
in the country. It was not until early 90s that the industry could have any private participation.
Today, Sind Engineering (Pvt) Ltd. is the only public sector enterprise in the automobile sector.

Next in line of indigenization was Proficient, a brainchild of a road side mechanic, Khalil ur
Rehman. This project died out due to lack of financial resources and an untimely policy of
granting concession on the completely built units (CBU) of Suzuki pickups. Suzuki pickup had
the same capacity as that of proficient, so the policy hurt the local project very badly.

MAJOR PLAYERS IN THE MARKET

There are 12 automobile companies listed on the Karachi Stock Exchange under the sector of
Auto & Allied. The car industry in Pakistan primarily comprises of four players, all of which are
Japanese. These are Pak Suzuki Motor Company Ltd., Indus Motor Company Ltd., Honda Atlas
Cars Ltd. And Ghandhara Nissan Ltd. Amongst these, the first players comprise the major
position in the market. Naya daur Motors are the manufacturers of Kia. The market for Buses
and trucks include Hino-Pak Motor, National Motor, Ghandhara Nissan Diesal etc. The tractors
market comprises of Al-Ghazi Tractors, Millat Tractors. A brief profile of the five major players
is given as under:
PAK SUZUKI MOTOR COMPANY LIMITED

This company was the first passenger car manufacturer in the industry. It was formed in August
1983 as a joint venture between Pakistan Automobile Corporation Limited (PAC O) and Suzuki
Motor Corporation (SMC)-Japan. The former party represents the Government of Pakistan. The
company started commercial production in 1984. The company was privatized in September
1992 and SMC progressively increased its equity to 72.8% by acquiring the stake of PACO.

The company today is the largest player in the industry wit over 50% market share and a virtual
monopoly in the fastest growing small car market. it represents 47& of the total installed
capacity in the passenger cars segment.

INDUS MOTOR COMPANY LIMITED

Indus motors is a joint venture amongst the house of Habib (50% equity), Toyota Motor
company (12.5%) and Toyota Tsusho Corporation (12.5%) initiated in December 1989 for the
assembling, progressive manufacturing and marketing of Toyota vehicles in Pakistan. IMC is
also the sole distributor of Toyota vehicles in Pakistan. The company started commercial
production in May 1993.

HONDA ATLAS CARS LIMITED

Honda Atlas stepped into the Pakistani market in November 1992 as a joint venture between
Honda Motor Company, Japan, and Atlas Group of Companies, Pakistan. Commercial
production started from July 1994.

GHANDHARA NISSAN LIMITED

Ghandhara Nissan was established as a private limited company in August 1981 to import and
market Nissan vehicles in Pakistan. It also has been marketing Nissan Diesel Trucks assembled
in the country. It was converted into a public limited company in May 1992 to undertake
production of Nissan vehicles. The company has a very low market share and its products are not
doing so well in the Pakistani market. The reasons to which this state is attributed include lack of
financial resources, internal strife in the company, and restructuring efforts. To handle this
situation the company is considering to have their loans converted into equity, or to sell the
stakes to a new group so that outstanding loans could be paid or rescheduled. The problems of
Nissan are further aggravated by stiff competition from the large car market covered mainly by
Toyota and Honda.

SIND ENGINEERING (Pvt.) LTD.

This company has said to have played a pivotal role throughout the period. The company was
incorporated under the Companys Act in 1963, under the name M/s Wazir Ali Engineering ltd.
The company was taken over by the government in 1972 under Economic reform order and was
renamed and was placed under the newly formed Pakistan Automobile Corporation (PACO).
100% shares of the company were handed over to PACO. Sind engineering is the only remaining
public sector enterprise in the automobile sector which is holding about 72-75% market share of
the trucks (Mazda), vans and small trucks segment in the 3.5-6 tons GVW weight range. SEL is
presently manufacturing the following brands of vehicles:

Assembly of Mazda T3500 Truck chassis

Assembly of Mazda T3500 bus chassis

Fabrication of bus and truck bodies on Mazda T3500 chassis

Import and sale of completely built-up (CBU) Mazda vehicles like pick-up and vans

Fabrication of specialized vehicles i.e. dump trucks, refuse van, fire fighter, water
bowzer, troop carrier etc.

Spare parts and accessories

SEL has offices at Lahore and Rawalpindi with dealership networks through out the country. Till
1998, the company had achieved 45% deletion in Mazda trucks.

HINOPAK

Hinopak Motors Ltd. came into being as a result of a joint venture agreement between Pakistan
Automobile Corporation (PACO), Al-Futtaim of Dubai, Hino Motors of Japan and Toyota
Tsusho of Japan. This company has become a full-fledged member of the Hino and Toyota
family as Al-Futtaim Group handed over its 59% stake to Hino Motors and Toyota Tsusho in
1998.

This company has a strong presence in the market of buses and trucks. They have been facing
competition from Sind Engineering when they started manufacturing Volvo trucks in 1997.
Moreover, import of buses by Daewoo and Mercedes in CBU form served as a setback for the
company. However, the brand of Hino is going strong in our country, especially in Punjab and
NWFP.

NATIONAL MOTORS

This company was established in Karachi by General Motor Overseas Distribution Corporation
of USA. In 1953 Lt. Gen. (Rtd.) M. Habibullah Khan Khattak acquired these facilities from
General Motors and renamed it Ghandhara industries Ltd.

The Government of Pakisan nationalized Ghandhara industries in 1972 and renamed it National
Motors. In 1992, M/s. Bibojee Services (Pvt.) Ltd. acquired it under the Privatization Policy of
the Government. The major business activities of the company comprise of progressive
manufacture, assembly and marketing of Isuzu truck and bus chassis.
PRODUCT LINE OF THE AUTOMOBILE INDUSTRY

Though the high cost for new plants discourages new entrants on the one hand, the average
capacity leaves little room for new comer to take their chance on the other hand. The competitive
environment has been explained in terms of the different segments of the market. It could be
observed that in the upper segment, Toyota is the market leader whereas Suzuki leads in the
lower segment.

1. PASSENGER CARS

The passenger cars are divided into 3 more segments.

THE 2000 CC DIESEL SEGMENT

This segment includes the various models of Toyota Corolla Diesel cars. The company enjoys a
virtual monopoly in this segment as there is presently no other manufacturer in Pakistan. For
some time Nissan introduced its Diesel version of the car but it was discontinued as it was not
able to penetrate the market successfully.

THE 1300-1600 CC SEGMENT[1]:

This includes Civic and City from Honda, Baleno from Suzuki, Corolla from Toyota and Sunny
from Nissan. Competition exists in the higher segment of the market. This competition is stiff
between Honda Civic and Toyota Corolla, while the additional competition comes from Nissan
Sunny that had entered the market in early 1997. However, Toyota is the market leader in this
segment and its biggest buyer is the Government. The demand for large cars is about 15000 units
per annum. Toyota dominates by 8000 units (53%) while Honda follows with 4000 units (26%).
Nissan Sunny has a minute share of less than 6%. Competition from Suzuki in this segment was
offered by Baleno, which replaced Margalla in August 1998. Its share is about 2000-2500 units
per year.

THE 1000-1100 CC SEGMENT[2]:

This includes the Kia Pride motor cars by Naya Daur Motors (under the Tawwakal group) and
Khyber by Suzuki. Suzuki enjoys an eminent status in this segment as Kia Pride has been
discontinued.

THE 800-1000 CC SEGMENT[3]:

This segment covers Mehran by Suzuki, which enjoys a monopoly up till now. New entrants in
this segment have and are coming in, which will be discussed later in this report. The 800cc-
1000cc segment has shown the fastest growth at 5.1 percent per annum from the mid 1980s
largely because of economical prices.

The former two can be categorized as large cars, whereas the latter one is known to be the small
cars segment.
2. LIGHT COMMERCIAL VEHICLES[4]

In the light, commercial vehicle again the Suzukis 800cc pick up Ravi is considered to be the
best selling while Bolan a light van fitted with the same 800cc engine also dominates this
segment.

Toyota with its locally produced Hilux pickup and imported Hiace van and Mazdas T-series
pickup fill most of the niche in the larger 1 ton segments. Other major pickup importers are
Mitsubishi and Nissan.

Hence this segment includes three categories:

JEEPS:

This segment includes Potohar Jeep manufactured by Pak Suzuki.

VANS:

Here again Pak Suzuki enjoys a monopoly by producing Bolan.

PICKUPS:

This segment involves some competition between Suzuki and Toyota. The products in this
section include Hilux (4*4 and 4*2) and Ravi by Suzuki. Both the companies have comparable
sales units in these products. However, it can be safely concluded that both the products are
catering to two different niches.

3. TRUCKS:

Here the manufacturers include Hinopak, Nissan, Mazda (SEL), Yasoob, Volvo and Isuzu. Hino-
Pak led the heavier commercial vehicle segment with its Hino trucks followed by Nissan Diesel,
Isuzu and a newly entrant Volvo which commenced operations in 1997.

4. BUSES:

Here again Hino is the market leader followed by Nissan, Mazda (SEL) and Isuzu. Buses market
is dominated by Hino, Mazda and Nissan diesel until the end of 1997 when Shahnawaz Limited
decided to introduce Mercedes Benz vans and buses in CBU form to the market. In 1998,
Daewoo also entered the market with its completely built Daewoo buses that are mostly plying
on the Islamabad-Lahore Motorway (M2).

5. TRACTORS:

Two competing companies producing tractors are Al-Ghazi tractors (Fiat) and Millat tractors.

6. MOTOR CYCLES:
In this segment, Honda motorcycles lead, followed by Yamaha and Suzuki.

AUTOMOBILE INDUSTRYSOME FACTS

OWNERSHIP AND AFFORDABILITY IN PAKISTAN

One in 205 persons owns a car in Pakistan as compared to 40 persons in Asia, 4 persons in
Europe and 3 persons in North America. The ratio of those who can afford to buy a car is much
lowerone person in 2900. The analysis is based on a population of 131.4 million, car
population of 638,800[5].

SOME OTHER FACTS

of motor vehicles registered 4.278million

of motor vehicles on road 3.381 million

The aggregate number of passenger cars on road 638million.

Total market size for passenger cars 40,000units

Demand of Automobiles at CAGR 6-8%

Average Capacity utilization of cars industry 47 %

Capacity utilization in 1998-99 53%

Persons per car in Pakistan 120

Irregular imports of cars 75000 units

Import of cars under transfer of residence 4000 units

Investment in the auto industry 5.344 billion (Rs.1.532 billion foreign equity)

Total installed capacity 110000 units

Contribution to the Govt. revenue 7.233 billion/year

Foreign exchange savings $95.5 million/year

Source: Bank of America Research report & PAGE1999

MARKET SHARES
TOTAL MARKET SHARES (%)199719981999 SUZUKI 64.39079 62.9310816 68.4859
TOYOTA 22.74003 25.40033885 22.01676 HONDA 11.07243 11.12204186 8.302514 NISSAN
1.796743 0.546537684 1.194827

Source: Calculated from the sales figures of each company. Sales figures from PAMA

MARKET SHARE FOR TRUCKS

TRUCKS MARKET SHARE HINO 28.48360656 NISSAN 26.53688525 MAZDA 44.05737705


YASOOB 0 VOLVO 0.922131148

ISUZU0

MARKET SHARE FOR BUSES

MARKET SHARE FOR MOTOR CYCLES

HONDA 68.36364
YAMAHA 26.28571
SUZUKI 5.350649

DEMAND SITUATION

The demand for automobiles is price-elastic in the short run, as they are durable and expensive
goods. Especially in an economy where the disposable income is not very high, the price factor
really affects the demand for the product.

The demand for automobiles has been growing at a pace of 6-8%[6] annually between 1990 to
1998. The number of vehicles registered in the country in 1991 were approx. 2.1 million. This
number increased to 4.278 million in 1998.

YEAR NUMBER OF VEHICLES REGISTERED (IN MILLIONS)


1991 2.1
1992 2.4
1993 2.6
1994 2.8
1995 3
1996 3.5
1998 4.278

Source: BOA research report

MARKET GROWTH

The Compound Annual Growth Rate for the auto industry is as follows:
CATEGORY CAGR%
Small Cars 7
Large Cars 3
Light Commercial Vehicles 9
Whole Industry 8

Source: BOA research

KEY DETERMINANTS OF DEMAND:

1. ECONOMIC FACTORS

PRICE & DISPOSABLE INCOME:

As it was stated before, the demand for cars is price-elastic. The major determinant for the
demand for cars is therefore price. If the purchasing power of the people is reduced due to either
price increases or disposable income decreases, the demand for automobiles will be strongly
affected.

The price increases because of increase in costs. Since the deletion level is low in our country,
most of the input material is imported from Japan. Hence any devaluation of Rupee, which is
quite frequent, against yen would increase the costs of the auto assemblers in Pakistan.
Moreover, inflation would increase the cost of local inputs. Import duties and taxes also
influence the costs. The structure of the automobile market is such that it allows the
manufacturers to have greater power to influence the prices. Any cost increase as such is passed
right on to the consumers, thereby reducing the demand growth for cars. The last few months are
marked by price increases by the car manufacturers, due to a number of economic reasons.

Moreover, due to the economic problems like devaluation and inflation, and other problems like
higher income taxes, the disposable income of the consumers is shrinking, having a negative
effect on the demand of cars, especially the high-priced, larger cars segment.

The price increases and reduction in disposable incomes have resulted in an increased demand
for smaller cars that are also more fuel-efficient. The demand for larger cars has though no
declined drastically, some effect on their sale can be observed.

The economic issues related to the auto industry will be discussed in detail later in the
discussion.

2. FUEL PRICES:

Automobiles run on fuelpetrol. The increase in fuel prices depress the demand for cars,
especially larger cars because they tend to become more and more expensive to run. Hence the
operational efficiency is greatly reduced. As a result of increase in fuel prices of about 25%, the
demand for diesel run cars and smaller, economy size cars is on the rise.
3. CAR LEASING, FINACING:

The growth for car leasing and financing implies a positive demand for cars in the market. The
local car producers are benefit from different leasing schemes offered. Due to reduced economic
activity in the industrial sector, the leasing companies are offering good incentives to the
consumer market in order to have their idle funds utilized. This has had a positive effect on the
cars demand. People who do not want to tie up their funds or the salaried class people, who
cannot afford to pay a lump sum amount for a car, find this a good option. Car financing through
banks is also a viable option for such people. However, leasing sector is catering mostly to the
consumers for car financing with only Citibank as a major player in financing car purchases.

4. INSTITUTIONAL DEMAND

The government and the corporate sector as a whole are supposed to be the wealthy parties in
any country. Demand for various products come from these institutions and as such they serve as
important customers for many industries. Car industry is also such a sector which benefits from
institutional sales. However, the slower economic activity, high deficits of the budget and other
such factors have lowered the demand for cars coming from these institutions.

INDIRECT DETERMINANTS

1. POPULATION GROWTH

With the population growth of 2.7% per annum and the changing lifestyles of the people,
automobile sector has grown in the past.

2. DEMOGRAPHIC SHIFT

Migration of the population from the rural to the urban areas affects the automobile sales
indirectly. In cities, the need for travelling longer distances between places of residence and work
has created the need for using automobiles. Moreover, urbanization of the country have also
contributed to the growth of this industry.

3. STATE OF THE TRANSPORTATION SYSTEM

The state of the transportation system also has its remote effects on this industry. The need for
cars will be higher in countries where the transportation system is inefficient.

The state of our public transportation is extremely poor, to say the least. Therefore to avoid their
use, people prefer having their own cars as soon as their incomes increase. However, the greater
effect is on the used car market, as the new cars may still be out if the affordability range of such
people. The people who were either motorcyclists or pedestrians and switched to motor cars due
to lack of public transportation are known as first time buyers. These offer a great potential for
the sales of automobiles provided they are affordable.

4. MOTOR INSURANCE SITUATION


Increased thefts and snatching and the high loss ratio are the two primary factors blamed for
rendering the motor business highly unprofitable by the general insurance companies in Pakistan.
The access to car insurance is therefore very limited. And for the same reason demand is tilted
heavily towards the small car market. Details about the motor insurance situation are discussed
later, under the major issues heading.

SUPPLY SITUATION

Local assemblers, the important ones of which include Suzuki, Indus Motors & Honda, are
fulfilling most of the local supply. The high import duties on Completely Built Units (CBUs)
ranging from 110-256%[7], and ban on import of reconditioned cars has protected the local
industry. The total production capacity of automobile sector (excluding trucks and buses) of the
country comprises of 86,000 units. The economy and mid range cars constitute 77% of the total
local production while the remaining 33% reside with luxury passenger cars.

PRODUCTION CAPACITY

COMPANY PRODUCTION CAPACITY (in units)


Suzuki 50000 (double shift)
Toyota 20000 (double shift)
Honda 10000 (double shift)
Nissan 6000 (single shift)

PRODUCTION

COMPANY PRODUCTION (In units) 1996-971997-981998-99 Suzuki 31908 31298 32805


Toyota 7341 7874 10169 Honda 3922 4070 3926 Nissan 599 933 481

Source: PAMA

The total demand is less than the installed capacity, as a result of which the manufacturers are
operating at a lower capacity.

CAPACITY UTILIZATION

199719981999 COMPANY Capacity(In units) Production(In units)

Utilization

(%)

Production(In units)

Utilization
(%)
Production(In units)

Utilization
(%)
Suzuki 50000 31055 62.1 31298 62.596 32805 65.61 Toyota 20000 7341 36.7 7874 39.37 10169
50.845 Honda 10000 4070 40.7 4070 40.7 3926 39.26 Nissan 6000 599 10.0 933 15.55 481
8.016667

Source: calculated from the production figures from PAMA

In
1997 1998 1999
units

Total Total
Total Total
Total Total
Total
capaci producti
ty on
utilization( producti
on
utilization( producti
on
utilizati
%) %) on (%)
86000 43065 50.1 44175 51.3662791 49380 57.4186

RECENT CHANGES IN THE MARKETNEW ENTRANTS

The competition in the 800 to 1000cc segment is all set to increase. The new entrants are:

(Sources of this information: BOA research, Invest Cap research of 2000)

DAIHATSU MOTORS:

Daihatsu plans to launch Cuore in March-April 2000. This is a joint venture between Toyota,
Japan (Indus Motors, Pakistan), Toyota Tsusho and house of Habib. The initial investment
amounts to Rs.2 billion. The segment in which this car will enter is the 850cc cars. Their
production plan for this year is around 10000 units. This project will result in increased capacity
utilization of their plant and will create additional jobs in vending industry. The existing network
of dealers will be used. Their project cost is around $15 million.

HYUNDAI MOTORS:
Hyundai has already entered the market by forming a joint venture with Dewan Farooq Motors
as their local partners. They have launched a 1000 cc car named Santro. They also plan to
introduce a medium size van by the name of Grace and have already started production of a
2600cc pick-up named as Shezore. The project cost is approx. $20 million with a capacity of
1500-3000 cars.

DAEWOO MOTORS:

They plan to assemble an 800cc car, Matiz at the Ghandhara Nissan plant in the year 2000.
Their project cost is $12 million, with the capacity of 10000 cars.

FIAT MOTORS

This is a proposal by the Italian car manufacturing company, Fiat, which plans to make a huge
initial investment of $50 million. Fiat will produce a 1000cc car (Uno) in a joint venture with the
Raja Group of Industries. The capacity is 21000 cars per annum. The company has agreed to
start manufacturing units with 30% deletion program, which it plans to raise to 45% within 15
months.

REASON FOR INCREASE IN SMALL CARS

Saturation in the larger segment

Price increases of the larger cars & eroding incomes

The new entrants, according to the government policy will have to start at the present level of
localization with a minimum deletion level of 30% and achieve 64% deletion within three years
of entry. This may be a deterrent for the new entrants.

These new entrants will also end the dominance of Japanese companies as Korean and German
carmakers are entering the industry.

266310831,120
KEY ISSUES FACED BY THE INDUSTRY

1. GOVERNMENT REGULATIONSPROTECTION FOR THE INDUSTRY

The major government regulations that have a direct impact on the automobile industry include
the import duties on CKDs, law regarding the CVT, import duties on the import of cars and
deletion policies.

THE DUTY STRUCTURE

DUTY ON CBUs
Import duty on CBUs ranges from 110-265%[8] depending upon the make and engine capacity
of the car. Such a high duty protects the local industry from foreign competition. New cars can
be imported under the gift scheme as well. In the 1999-2000 budget however, these rates were
replaced with a lump sum amount depending on the engine size of the imported car. The new
duty structure was as follows. However, the % duty on CBU is said to have been re-imposed in
the same year again ranging from 110-256%.

DUTY STRUCTURE

VEHICLES OTHER THAN


4X4 VEHICLES(AMOUNT
ENGINE CAPACITY 44 (AMOUNT LEVIED IN
LEVIED IN US$)
US$)
800 5000 5000
801-1000 10000 10000
1001-1300 15000 15000
1301-1600 20000 20000
1601-1900 32000 25000
1901-2300 55000 30000
2301-2800 88000 40000
2801-3500 120000 50000
3501-4200 150000 60000
4200+ 175000 70000

Source: DAWN

This import duty structure still discouraged import of foreign cars and commercial vehicles and
the protectionism of the auto industry will continue.

There is a ban on the import of reconditioned cars:

In order to provide protection to the local industry the import of used cars stands banned since
1994. The import of second hand cars was allowed under the Personal Baggage Scheme.
However, in 1994, on a summary submitted by the Ministry of Industries, Economic
Coordination Committee (ECC) of the cabinet decided to impose a ban on the import of more
than 2 years old cars under the Personal Baggage Scheme. The import of such cars was restricted
to only import under the Transfer of Residence Scheme (explained in detail later). The Transfer
of Residence Scheme allows overseas Pakistanis to import cars to Pakistan by producing at least
one year old driving license of the country of the export of the car. But nevertheless, tariff
protection will continue to be provided to the local manufacturers against the import of
Completely Built Units (CBU)[9].

ADVANTAGES OF PROTECTION

EMPLOYMENT CREATION:
The automobile manufacturers as well as the vendors and other related industries provide
employment to tens of thousands of people. Protecting the automobile industry would mean
protecting the jobs of these thousands of people.

TAXES TO GOVERNMENT:

The automobile producers have contributed a substantial amount in duties and taxes to the
government. In 1997-98, Honda contributed Rs.829 million to the exchequer in sales tax, income
tax, customs duty and other charges which formed 30% of its net sales. Suzuki contributed a
revenue of Rs.2.57 billion in duties and taxes in 1997-98. It has contributed Rs.10.86 billion
revenue in duties and taxes between 1993-94 to 1997-98. Indus Motor contributed Rs.125
million in corporate tax in 1997-98, which totaled Rs.297 million since 1993-94 and much more
in duties and taxes. Twenty seven % of the retail prices of each Toyota car and truck relates to
the government revenue. Approximately Rs.200000per unit is contributed in the form of taxes
and revenues[10].

DISADVANTAGES OF PROTECTION

CUSTOMERS ARE THE SUFFERERS

Discouraging imports has benefited the local auto industry at the cost of buyers. The absence of
competition and choice forces have created a monopoly of the local producers to control the
prices and market anyway they like. This fact has manifested itself in prices increases especially
in the small car segment in which Suzuki had a virtual monopoly (prices discussed in detail in
the later parts of the discussion). In addition, this situation has led the car assemblers to fall back
on their commitments to the government about two thingsincreasing their production volumes
by 20% annually and to follow a deletion program by cutting the annual imports of parts by 30%
per year. Moreover, the lesser imports of used cars have increased the prices in the local used car
market. Here again, the customers are the sufferers.

INCREASE IN SMUGGLING

The smuggling of motor vehicles across the Pak-Afghan border received a boost when the ban
was imposed by the government on the import of used cars of over two years.

(Facts discussed later in the major issues presented later).

LOST REVENUE TO THE GOVERNMENT

The import of used automobiles can result in generating revenue of Rs.16 billion[11] in two
years for the government. Moreover, the lost revenue due to smuggling will also be discouraged.

DUTY ON CKDs

Import duty of 35%[12] on CKDs: Completely knocked down (CKD) Kits are the main input
item for the auto industry and constitute major portion of the total cost. CKD kits are imported
while few of their components are procured from the local vending industry for assembling in
the country. The cost of completely-knocked down (CKD) kits account for 65% of the total
manufacturing cost for a car.

In order to boost auto production and sales, in the first week of January 98 the government
reduced the import duty on CKD from 40% to 35%.

CKD COST AS % OF TOTAL PRODUCTION COSTS


INDUSTRY 65%
PAK SUZUKI 62%
INDUS MOTORS 75%
HONDA ATLAS 67%

Source: BOA research

The cost of the CKD is strongly affected by the Rupee/Yen exchange rate fluctuations. This
factor is discussed in the later part of this report.

CAPITAL VALUE TAX HAS BEEN WITHDRAWN

The Federal Government has announced exemption from payment of capital value tax ranging
from 3.75% to 7.5% from Jan 24,1998[13], on the purchase of new cars manufactured in
Pakistan. This exemption has been announced in accordance with the incentive policy given to
the car industry in Pakistan. By granting these incentives, government has made an effort to
reduce the car prices and to provide some relief to the consumers. This would also result in an
increase in demand on the consumers side.

AUTO PACKAGE 1998[14]:

The main points of the auto package industry announced in 1998 are:

An import duty of 35% on all imported CKDs.

Withdrawal of the CVT.

The corporations were allowed accelerated depreciation on cars, which leads to tax
benefit. The maximum depreciation ceiling was raised from 600000 to 1 million.

The deletion policy was made incentive based.

An export rebate scheme was introduced.

A technology transfer fund was established to help indiginization.

BUDGET1999-2000
In this budget has not only increased the personal tax rates but has also imposed a tax on perks or
fringe benefits[15]. This will erode the disposable income of the consumers, affecting the
demand adversely. As cars are luxury and price-elastic goods, their sale are expected to be
affected adversely in the long run.

The duty structure was though changed from a %age to a lump sum amount, it still serves the
purpose of protecting the local industry. The new duty structure has been given a few paragraphs
above.

The withdrawal of CVT and 5% reduction in the import duty on CKDs (to 35%) also goes in
favor of the industry. Their impacts have been discussed earlier.

DUTY STRUCTURE (COMPILED FROM VARIOUS SOURCES)

1994-951995-96EngineCustomSalesC.V.T.CustomSalesC.V.T. Capacity Duty Tax C.V.T.


( I.T. ) Duty Tax C.V.T. ( I.T. ) Passenger Cars (CKD) Upto 999 cc 22% 15% 5% 0% 32% 15%
5% 0% 1000 1300 cc 22% 15% 5% 0% 32% 15% 5% 0% 1301 1600 cc 22% 15% 5% 0%
32% 15% 5% 0% 1600 & above32%15%5%0%Passenger Cars (CBU) Upto 999 cc 100% 15%
5% 0% 100% 15% 5% 0% 1000 1300 cc 120% 15% 5% 0% 120% 15% 5% 0% 1301 1600
cc 120% 15% 5% 0% 120% 15% 5% 0% 1600 & above 150% 15% 5% 0% 150% 15% 5% 0%
2000 cc+ 265% 15% 5% 0% 265% 15% 5% 0% Commercial (CKD) LCVs 20% 15% 5% 0%
30% 15% 5% 0% Commercial (CBU) LCVs 60% 15% 5% 0% 65% 15% 5% 0% 44 Jeeps
110% 15% 5% 0% 110% 15% 5% 0% Vendor PartsRaw MaterialSub-Comp.Comp. Cars
trucks etc.Sales Tax revised to @ 15% from 5%.From October 1995 10% Regulatory
dutyimposed.Fixed Tax increased from 2 ~ 4% on allimports.Pak. Rupee devalued by 7%.Diesel
Prices increased by Govt. of Pak.from Rs 6.48 to Rs 7.44.

2. INCONSISTENT GOVERNMENT POLICIES[16]

The performance of the automotive industry in Pakistan is greatly affected by the inconsistent
Government policies and regulations. So far 36 changes have occurred during the last six years
in policies relating to auto industry. Such frequent fluctuations greatly affect the forecasting
ability of the manufacturers, thus, restricting the smooth functioning and growth of the industry.
A few examples of this irregularity are:

The Yellow Cab scheme:

The Yellow Cab Scheme of the government adversely affected the automobile sector. As it
depressed the demand in the automobile retail market of Pakistan for the next four years bringing
the local sales growth much below the target.

The aim of the yellow cab scheme of the Prime minister was the induction of an efficient and
modern transport fleet to existing facilities. Under the scheme the Government allowed the duty
free import of cars of mass distribution as Taxis in the local market. The prospective buyers had
to make a down payment of 10% of the car price while the local nationalized banks guaranteed
the rest. The local assemblers were made unwilling partners of this scheme. They had to stop the
regular assembling and diverted the facilities towards producing Taxis. Nissan Sunny, Hyundai
and Daewoo were imported while Suzuki, Mehran and Khyber were produced by the local
automobile sector. The last Transport Revamping Scheme proved to be disastrous and depleted
the countrys liquid foreign currency reserves by about a billion dollars.

A noteworthy example of killing a plant in its infancy was observed in 1993 when the
import duty on CBUs (completely build units) of higher cc cars was drastically reduced.
It threatened the closure of Indus Motor Company. In the period of the revival of the free
market this loss of efficiency was absolutely disastrous.

Another case was the import of 678 luxury cars in1998. The controversial reduction in
import duty on luxury cars from 400 to 125 percent in the federal budget 1998-99 was
nothing more than a one-time concession. Interestingly enough, the federal government
slapped on a 100 percent regulatory customs duty on luxury cars above 1800cc on July
21,just a week after the 678 luxury cars had been imported into Pakistan. The dealers
who imported the cars automatically made a 100% profit in just seven days.

3. SMUGGLING[17]

Smuggling is a common trait in the automobile industry. Though the exact number of smuggled
cars is not available but sources in the car industry put it at 50,000. Of these 30,000 are already
in use while the rest will eventually find there way on the roads through legalization. These
smuggled cars include those on roads with fake registration numbers or without any registration
at all and those piled up in and around Pakistans border, especially with Afghanistan, in
Balochistan and NWFP.

Seventy per cent of these cars comprise of Toyota Corollas and 12-15 seater commercial Hi
Aces. They also include Pajeros. Dubai is dubbed as the sole outlet of the smuggled vehicles into
Pakistan. While the import of used cars was banned under personnel baggage scheme in 1994
return if Pakistanis were allowed to bring in a car under TR scheme provided they had lived
abroad for more than two years and has a valid driving license of the foreign country.

The government proposed a scheme to legalize these 50,000 smuggled vehicles through tax
rebates and waiver scheme by the CBR expiring on May 1998. Every car smuggled before May
31, 1998 was proposed to be legalized. Under the scheme, the smuggled cars will be allowed to
be registered on payments of the normal duty and the Capital Value Tax (CVT), each of which
will depend on the power of a vehicle. The 100% fine had been totally waived.

This one-time legalisation of the smuggled cars was as damaging to the car industry as the
Yellow Cab Scheme which brought on to the roads some 24,000 vehicles virtually duty free.

According to eye-witnesses the only major city where the smuggled cars ply freely is Quetta.
Fake registration for the smuggled cars by the rich is not a problem in Pakistan.

The smuggled cars that are seized and confiscated are disposed of through
1. Release to the owners on payment of duties and taxes and redemption fine.

2. Sale to the government department through Cabinet Division on pre-determined prices.

Through open auction.

When the first option fails, the third one remains the most commonly used by far.

The escalating tariffs on imported auto-parts also encourage smuggling of these components that
has been damaging to the car industry.

4. VENDING INDUSTRY

Vending industry is a component of the automobile industry. The auto parts comprises of 750
various sized industries; large, medium and small. It provides jobs to half a million people, of
which 100,000 are direct employees and 400,000 indirectly with a local investment of Rs.20
billion[18]. The industry operates 95% on self-help basis. The units are in three types which
include the original equipment manufacturers (OEMs), independent manufacturers and ancillary
industry producing small parts. The OEMs supply their products for assembling purposes to the
local industry, instead of selling in the retail market. The industry manufactures auto parts[19]
such as:

Pistons

Engine valves

Gaskets

Shock absorbers

Wheels

Bumpers

Instruments and instrument panels

Gears

Radiators

Auto air conditioners etc.

This industry is directly affected by the governments deletion policy. According to Mr. Yusuf
Shirazi, the chairman of Honda Atlas, 30% of the vending industry, which comprises about 400
units, is operating at just 30%[20] of capacity. The reasons for low capacity utilization include
lack of appropriate fiscal and other policy support of the local engineering industry with its share
in meeting countrys demand declining from 42% in 1981-82 to 31% in 1988-89. The share is
now stagnant at around 24%. As a direct consequence, the share of engineering goods in total
imports rose up to 42% over the last 8 years which consumed on the average about 50% of the
countrys export earnings. This also culminated low share of private investment in the
engineering sector accounted for only 11.5% during the 6th five-year plan and 6.3% during the 7th
five-year plan[21]. The import of used auto parts is allowed @ 125% of value plus a redemption
fine.

The main threat to the vendor industry is the WTO movement for free deletion, which means no
monitoring over the imports of spare parts and components. Besides this, the dealers in the
second hand market have become another challenge.

By the end of 1998, Honda had 54 vendors supplying over 673 locally manufactured parts.
Suzuki had over 200 active vendors while Toyota had 70.

The engineering and vending industry of Pakistan is not very well developed due to the
following reasons[22]:

Use of incorrect material.

Unavailability of proper material, surface treatment and protection.

Lack of quality control measures.

Lack of technological guidance and access to sources of modern technological know-


how.

Realizing the importance of the engineering sector, the government decided to constitute an
Engineering Development Board (EDB) with the aim of providing an instrument for policy
support and direction for further broadening of the engineering base for the country. The Board
has also constituted some sub-committees. One of the committees suggested assemblers of cars
up to 800cc engine capacity should upgrade themselves to 60% and work their way up to 76% by
the year 2000. Likewise, the cars of capacity between 801cc and 1200cc capacity are to attain
65% deletion by 2000. Cars 1200cc and above are expected to attain 50% deletion by the year
2000. In addition to that, in monitoring for the assemblers was worked up whereby each
assembler will complete an annual review and submit the report to the committee by December
of each year.

As for new entrants, there is a standard that will be supervised by the committee before the
government grants any license of operation. This is discussed in detail in the section on deletion.
[23]

The exports of auto parts go to US, Germany, England, France, Italy, Turkey, Middle East and
the SAARC countries.
5. DELETION

A major reason for providing protection to the local automobile industry was to help encourage
localization. This objective is yet to be achieved as we still remain dependent on imported
CKDs.

The auto industrys production costs have remained high because of low capacity utilization and
low deletion levels. The deletion levels of the major car manufacturers are as follows:

DELETION LEVELS

Auto industry 45%


Pak Suzuki 48%
Indus Motor 31%
Honda Atlas 29%

Source: BOA

Low deletion levels make a company vulnerable to adverse movement in the exchange rate since
the cost of CKD depends on it. In the case of Indus motors CKD costs comprise of 75% of total
manufacturing cost, for Honda and Pak Suzuki they are 67% and 62% respectively.

When the Suzuki company commenced one of its first international joint ventures in Pakistan
about 15 years ago, a pre-condition of the government approval was that the cars produced
would achieve about 84% deletion in about 6 years. Since then, the schedule has been revised
time and again, with the result that the highest deletion achieved so far has been 64% for Suzuki
Mehran.

The industry has to achieve a 50% deletion by the year 2001[24]. This is imperative as this will
not only create more jobs, but will also save the country lots of foreign exchange.

The localisation is not only highly capital intensive but is also seen as economically un-viable
due to insufficient volumes as the vendor industry is utilising only 30% of its capacity.

Pakistan has a Rs.30 billion market for auto parts out of which only 20% is served by local
manufacturers, 20% by legal imports and 60% by smuggled counterparts[25].

POLICY FOR THE NEW ENTRANTS

The new entrants have the option to either start at 75% of the existing industry deletion level
achieved in the previous year, or fixed deletion levels, whichever is higher. The fixed deletion
levels are:

Cars up to 800cc 45%


Cars up to 800-1200cc 35%
Source: BOA

The car manufacturing industries have been asked to improve the deletion program by 4% to 5 %
every year, for which the incentives and concessions have been linked with the reduction in the
prices by manufacturers, to facilitate and benefit buyers of small cars.

To increase indigenization of high-technology parts, a technology transfer fund will be


established which the government and the vendors will fund mutually.

Suzuki has achieved the highest deletion level in the economy cars. This is because of its strong
presence in the market for thirteen or so odd long years as compared to deletion in the luxury
cars segment by Honda and other manufacturers. Indus, despite having been established recently
managed to achieve higher deletion, since they were compelled as per the government policy to
start their production with the prevalent deletion level.

AIM OF DELETION POLICY

To reduce the auto industrys reliance on imported components. This will lead to saving
of foreign exchange, less vulnerability to exchange rate fluctuations, and lower costs for
the companies leading to lower prices and high profit margins.

To increase self-reliance on our engineering sector ensuring transfer of technology, and


liaison between various segments of the industries.

To give a boost to the local vending industry.

ADVANTAGES OF DELETION

It encourages long-term investment

Creates technology momentum that can be diversified later into other fields.

Keeps the prices of cars relatively low.

It creates job opportunities for many. Increase in the deletion level by just 1% creates 200
new jobs[26].

The government has been accused of implementing inconsistent deletion policies that have been
unable to alleviate the problem of low capacity utilization faced by the vendors.

6. EXCHANGE RATE POLICIESRUPPEE/YEN DISPARITY:

Profits in the auto industry are determined to a large extent by the movement in the rupee/yen
parity. This is because all the local assemblers import their completely Knocked down (CKD)
kits from Japan; after paying duties and taxes. Any adverse movement over here basically has a
direct impact on costs, which move in the same direction as the Yen. It is quite obvious that any
change in the costs over here has a substantial effect on the operating profits.

The automobile industry in Pakistan benefited from the depreciation of Yen against the green
back in 1998. Yen depreciated by 31%[27] against the Rupee as a result of this. This trend,
however, did not continue much longer. The Japanese economy continues recovery strongly and
the Yen has appreciated against other currencies touching a new high against the Pakistani
Rupee.

Since July 1999 till January 2000, Pakistan has experienced a more than 12.3%[28] depreciation
of the Rupee against the Yen.

This means that the Pakistani manufacturers are paying much higher prices for the Japanese
goods. This has led to increases in selling prices of Japanese origin products, automobile being
one of them.

From Rs.0.33 per Yen in July 1998, the Rupee has fallen to currently around Rs.0.4868[29] (on
Friday, March 10, 2000). This has added to the costs as a large part of the components are
imported, with the CKDs accounting for 65% of the total cost of production.

7. IMPORTS

The imports related issues for the auto industry are:

Import of cars, used or new.

Import of component parts for cars.

Import of raw materials for the local manufacturing of component parts.

Allowing car imports into the country will paralyze the local auto industry. Therefore the ban on
import of used cars will continue to provide protection to indigenous car manufacturing industry.
However, various import policy measures have been taken to promote car-manufacturing
industry to encourage vendors and to benefit the consumers of cars by reducing customer duty on
import of raw material. Duty on sub-components and components will remain the same & duty
on CKD has been reduced from 40% to 35%. Also a concession has been made for those who
want to import machinery for the sector, by allowing 90% depreciation allowance for the rapid
development of the sector.

There is high duty on the import of CBU. In the budget of 1999-2000, the government replaced
the %age duties with a lump sum amount depending on the engine size of the imported car,
which was later replaced again by the % duty. This ranges from 110% to 256%.
The Completely Built Units (CBU) can be
imported under the following main heads
which are:
Transfer of Residence Scheme

Gift Scheme.

Foreign embassies can import cars for diplomats free of any duty.

TRANSFER RESIDENCE SCHEME[30]

The import of cars under the Transfer of Residence Scheme are subject to the following
conditions:

1. The Pakistani national is transferring residence from abroad after a continuos stay of 2
years;

2. He makes declaration on his arrival in Pakistan that he intends to import the car or
vehicle under the Transfer of Residence Scheme;

Concession is available to cars or vehicles which are transferred from a country where the
said Pakistani national resides, and

1. The importer shall have valid driving license and registration documents of the vehicles
duly attested and stamped by the concerned Pakistani embassy or Pakistani Consulate.

Hence this policy is quite restrictive. However, to ensure that very old cars do not come into the
country, two additional conditions can be imposed:

The cars imported under this scheme should not be more than five years old and it should have
been registered in the name of the concerned person for more than six years

This scheme has compounded the smuggling problem. Moreover, the reports are that the cars
imported are bought from Japan and are brought to the Gulf countries, from where they are
brought under this scheme to Pakistan in the names of overseas Pakistanis in the Gulf countries.
Hence this has also become a regular, though illegal trade.

According to the Federal Bureau of Statistics, the number of used cars imported under the
transfer of residence program (TR) has gone down from 5269 units in 1995-96 to 3122 units
during 1996-97 period. As a result of this the prices of the used cars are also going up. This is
because the demand for used cars is high as most of the population cannot afford new cars. The
price increases in the used cars market is also attributed to inflation and the rising prices in the
new car market.

Currently Japanese cars of 1000 cc and 1300cc cars are being imported in Pakistan at present.
These include Toyota, Nissan Datsun, Honda, Charade, Mazda, Mitsubishi, Ford of Japan etc.
Recently, some British, German, Italian and Korean cars have also been imported. Among the
luxury cars mentioned above Mercedes, Honda Accord, Nissan, Toyota Corona, Mazda 626, Fiat,
Mitsubishi, BMW, Toyota Crown etc. are also available in the local market. Threat from imports
remains the most potent adversary for local industry and adverse policy change over here can be
disastrous for local assemblers[31].

Due to ban on imports of assembled and re-conditioned cars, the import rate has declined over
the years and they plummeted to Rs.9.70 billion in 1997-98. This has encouraged smuggling of
automotive parts on a large scale.

JAPAN-THE MAIN EXPORTER TO PAKISTAN

Automobile industry in Pakistan is dominated by the Japanese. The assemblers in Pakistan


import CKDs from Japan and Korea and assemble them locally.

IMPORT (FROM JAPAN)

YEAR Economy & Mid range Cars Luxury Cars


1991 450 1,504
1992 931 3,978
1993 5,489 852
1994 12 461
1995 1 210
1996 2 2,807
Total 6,885 9,812

Source: Seniors report (MFS)

Explanation : A large number of import of economy and mid range cars in the year 1993 as
depicted in the table shows the time period when the cars under the yellow cab scheme were
imported on country- wide scale.

IMPORT OF AUTOMOBILES AND PARTS FROM JAPAN

In Billion Rs

Year Vehicles And Parts


1991 7.994
1992 9.682
1993 23.202
1994 12.976
1995 10.884
1996 11.284
1997 12.732
1998 9.696

Source: IRS 1998

Explanation:

During 1993-94 there was an upsurge in the import due to introduction of yellow cab scheme.
Subsequently in the later years the demand for imported vehicles slowed down.

8. PRICES

Existence of a small number of players and protection from the imported cars has given the car
companies a virtual monopoly in the market. As a result of this there has been frequent price
increases.

How does Suzuki keeps on improving its financial performance from a financial loss of Rs.119
million in 1993 to an operating profit of Rs.358 million in 1998[32] when its sales in units have
went down from 34714 to 32601 during the same period. Observers say that drastic price
increases during the last five years is the major reason for the profits of the company.

Suzuki has increased prices five times between April 1998 to July 1999, Honda six times
between June 1998 and July 1999 and Toyota six times between July 1998 to July 1999. In April
1997, car assemblers reduced their prices as the government reduced the duty on CKDs from
40-35%. But the prices increased later[33].

Suzuki has increased its prices from September 1998 to July 1999 by an average of 11.7%, Indus
Motors by 14.5% from July 1998 to July 1999, Honda by 12.9% during June 1998 to July 1999
and Nissan by 10% from August 1998-July 1999. The main reason for increased prices was the
instability in the economy leading to inflation, devaluation of Rupee against Yen especially after
the sanctions imposed after the nuclear blast in May 1998[34].

The increasing price trend in addition to a sluggish economy and a declining purchasing power
are the major factors blamed for the slowdown of automobile sales in the country.

Not only that, it has also had its impact on the used cars market as any increase in new cars also
results in prices of used cars. About six years ago a five-years used Mehran could be bought for
under Rs.100000. In 1999, the same couldnt be bought for less than Rs.150,000[35]. So it can
be seen that the used car market is directly related to the prices of new cars. It does not only hurt
the sales of new cars but also discourages purchase by those who want to replace the older
models with the new ones. On their part, the automobile producers blame the constant
devaluation of local currency, the uncertain Rupee-Yen parity, increasing costs of production and
the absence of economy of scale to benefit from the purchase of parts and raw materials needed
in bulk quantity and at concessionary rates to reduce the prices. They also cite internal policies,
discouraging the sales, resulting in massive under-utilization of capacity in the automobile
industry.

The Monopoly Control Authority, MCA, has decided to take action against car manufacturers
under section 19(1)[36] of the Monopolies and Restrictive Trade Practices Ordinance, 1970.
MCA felt that frequent price hikes by the carmakers were unjustified and they were taking
advantage of the concentrated car market, which gives them some monopoly power. MCA sent a
questionnaire to all four carmakers and asked for a complete cost break down, giving them 25
days to reply. This didnt work out though. MCA had asked for the following:

Cost of raw material and components

Manufacturing expenses

Royalties and technical fees

Inventory adjustment

Selling and distribution expenses

Government levies

Details of profit and loss

The prices of the cars are directly related to their costs. The major cost drivers in the automobile
industry are:

THE COST DRIVERS

CKD kits, which represent 65-70% of the total manufacturing costs.

Rupee-Yen exchange rates.

Deletion levels. High deletion levels mean more local components, which are cheaper
and pose less threat from the adverse exchange rate movements.

Import duty. A flat rate of 35% on all CKDs and high duties on vehicles imported in
CBU form (110-265%).

High administration expenses and overheads, especially when a new model is launched.

Price Movement Analysis (PAMA) 199919992000 Models January February March April
May June %age Increase July August September October November December %age
Increase %age Increase January Jan-JuneJuly- DecJan- DecToyota COROLLA XE
679,000 679,000 679,000 679,000 676,500 676,500 -0.4% 689,000 689,000 709,000 709,000
709,000 709,000 2.8% 4.2% 729,000 COROLLA XEG 719,000 719,000 719,000 719,000
716,500 716,500 -0.3% 729,000 729,000 749,000 749,000 749,000 749,000 2.7% 4.0% 769,000
COROLLA GL 809,000 809,000 809,000 809,000 804,000 804,000 -0.6% 829,000 829,000
859,000 859,000 859,000 859,000 3.5% 5.8% 889,000 COROLLA GLi (M/T) 919,000 919,000
919,000 919,000 909,000 909,000 -1.1% 939,000 939,000 969,000 969,000 969,000 969,000
3.1% 5.2% 989,000 COROLLA GLi (A/T) 999,000 999,000 999,000 999,000 989,000 989,000
-1.0% 1,019,000 1,019,000 1,049,000 1,049,000 1,049,000 1,049,000 2.9% 4.8% 1,069,000
COROLLA GLi (S.E)
M/T999,000999,000999,000999,000999,0000.0%1,019,0001,019,0001,049,0001,049,0001,049,
0001,049,0002.9%4.8%1,069,000 COROLLA GLi (S.E)
A/T1,079,0001,079,0000.0%1,099,0001,099,0001,129,0001,129,0001,129,0001,129,0002.7%4.
4%1,149,000 DIESEL 2.0 D 819,000 819,000 819,000 819,000 794,000 794,000 -3.1% 829,000
829,000 859,000 859,000 859,000 859,000 3.5% 4.7% 879,000 DIESEL 2.0 DG 859,000
859,000 859,000 859,000 844,000 844,000 -1.8% 869,000 869,000 899,000 899,000 899,000
899,000 3.3% 4.4% 919,000 DIESEL LIMITED 929,000 929,000 929,000 929,000 914,000
914,000 -1.6% 939,000 939,000 969,000 969,000 969,000 969,000 3.1% 4.1% 989,000
DIESEL Special
Edition1,035,0001,035,0001,035,0001,035,0001,035,0000.0%1,055,0001,055,0001,085,0001,08
5,0001,085,0001,085,0002.8%4.6%1,105,000 4X2 S/C 729,000 729,000 729,000 729,000
729,000 729,000 0.0% 729,000 729,000 799,000 799,000 799,000 799,000 8.8% 8.8% 849,000
4X4
S/C999,000999,000999,000999,0001,029,0001,029,0002.9%1,029,0001,029,0001,029,0001,029
,0002.9%Honda CIVIC EXi (M.T) 846,000 846,000 846,000 846,000 846,000 846,000 0.0%
846,000 846,000 846,000 846,000 846,000 846,000 0.0% 0.0% 846,000 CIVIC EXi (A.T)
889,000 889,000 889,000 889,000 889,000 889,000 0.0% 889,000 889,000 889,000 889,000
889,000 889,000 0.0% 0.0% 889,000 CIVIC VTi (M.T) 969,000 969,000 969,000 969,000
969,000 969,000 0.0% 969,000 969,000 969,000 969,000 969,000 969,000 0.0% 0.0% 969,000
CIVIC VTi (A.T) 1,049,000 1,049,000 1,049,000 1,049,000 1,049,000 1,049,000 0.0%
1,049,000 1,049,000 1,049,000 1,049,000 1,049,000 1,049,000 0.0% 0.0% 1,049,000 CIVIC
VTi (M.T) Oriel 1,006,000 1,006,000 1,006,000 1,006,000 1,006,000 1,006,000 0.0% 1,006,000
1,006,000 1,006,000 1,006,000 1,006,000 1,006,000 0.0% 0.0% 1,006,000 CIVIC VTi (A.T)
Oriel 1,090,000 1,090,000 1,090,000 1,090,000 1,090,000 1,090,000 0.0% 1,090,000 1,090,000
1,090,000 1,090,000 1,090,000 1,090,000 0.0% 0.0% 1,090,000 CITY EXi (1.5) 753,000
753,000 753,000 753,000 753,000 723,000 -4.1% 723,000 723,000 723,000 723,000 723,000
723,000 0.0% -4.1% CITY EX (1.3) FL 669,000 669,000 669,000 669,000 669,000 669,000
0.0% 669,000 669,000 669,000 669,000 669,000 669,000 0.0% 0.0% 680,000 CITY EX (1.3)
SL710,000 CITY EX (1.3) FL (A.T)730,000Suzuki MEHRAN PLUS Std 293,000 293,000
293,000 293,000 293,000 293,000 0.0% 293,000 293,000 293,000 304,000 304,000 304,000
3.6% 3.6% 319,000 MEHRAN PLUS A/C 328,000 328,000 328,000 328,000 328,000 323,000
-1.5% 328,000 328,000 328,000 339,000 339,000 339,000 3.2% 3.2% 355,000 KHYBER Std
397,000 397,000 397,000 397,000 397,000 397,000 0.0% 397,000 397,000 397,000 407,000
407,000 407,000 2.5% 2.5% 427,000 KHYBER A/C 434,000 434,000 434,000 434,000 434,000
434,000 0.0% 434,000 434,000 434,000 444,000 444,000 444,000 2.3% 2.3% 466,000
KHYBER (Special Edition) Std412,0004250004250004250003.1%3.1%446000KHYBER
(Special Edition) A/C449,0004620004620004620002.8%2.8%485000 POTOHAR Std 538,000
538,000 538,000 538,000 538,000 538,000 0.0% 538,000 538,000 538,000 558,000 558,000
558,000 3.6% 3.6% 585,000 POTOHAR A/C 591,000 591,000 591,000 591,000 591,000
591,000 0.0% 591,000 591,000 591,000 611,000 611,000 611,000 3.3% 3.3% 641,000 BOLAN
Std 325,000 325,000 325,000 325,000 325,000 325,000 0.0% 325,000 325,000 325,000 335,000
335,000 335,000 3.0% 3.0% 351,000 BOLAN A/C 381,000 381,000 381,000 381,000 381,000
381,000 0.0% 381,000 381,000 381,000 391,000 391,000 391,000 2.6% 2.6% 410,000 PICK-
UP 274,000 274,000 274,000 274,000 274,000 274,000 0.0% 274,000 274,000 274,000 284,000
284,000 284,000 3.5% 3.5% 298,000 BALENO (GTi)-
1.6755,0000.0%755,000755,000799,000799,000799,000799,0005.5%5.5%799,000 BALENO
(Ei) (STD)499,0000.0%499,000499,000529,000529,000529,000529,0005.7%5.7%BALENO
Eli580,000580,000580,000580,000580,000 BALENO (GLi) P 619,000 619,000 619,000
619,000 619,000 605,000 -2.3% 605,000 605,000 629,000 649,000 649,000 649,000 6.8% 4.6%
669,000 BALENO (GXi) 704,000 704,000 704,000 704,000 704,000 704,000 0.0% 704,000
704,000 704,000 729,000 729,000 729,000 3.4% 3.4% 729,000 BALENO (EiP)599,000Nissan
Sunny SUNNY FE DSL STD 2.0 785,000 785,000 785,000 785,000 820,000 799,000 1.8%
799,000 799,000 799,000 799,000 799,000 799,000 0.0% 1.8% 799,000 SUNNY EXs-2.0D
895,000 895,000 895,000 895,000 930,000 919,000 2.6% 919,000 919,000 919,000 919,000
919,000 919,000 0.0% 2.6% 919,000 SUNNY EXs Petrol A/T 838,250 838,250 838,250
838,250 855,000 845,000 0.8% 845,000 845,000 845,000 845,000 845,000 845,000 0.0% 0.8%
845,000 SUNNY EXs Petrol M/T 787,000 787,000 787,000 787,000 806,000 795,000 1.0%
795,000 795,000 795,000 795,000 795,000 795,000 0.0% 1.0% 795,000 SUNNY FE Petrol
STD 674,200 674,200 674,200 674,200 690,000 680,000 0.9% 680,000 680,000 680,000
680,000 680,000 680,000 0.0% 0.9% 680,000

The above given table clearly indicates that during the first half of the year 1999, price increases
were either very low or negative. However, in the second half the situation was altered a little bit.
This was mainly because of the Rupee devaluation against the Yen.

9. THEFTS AND SNATCHINGS

Car is the second biggest investment that a person makes after the house. The drastic increase in
auto thefts and snatching is also blamed as one of the factors discouraging the sales of new cars
in the urban city especially Karachi. On any given day over 20 cars[37] are being stolen/snatched
in Karachi, majority of them latest or less than two years old. The rampant thefts and snatching
have forced many affluent to adopt a forced austerity not to replace their cars with new ones to
decrease chances to lose their newer cars at the cost of the producers.

10. EXPORTS

This industry has great export potential. This potential comes from the excess capacity installed
with not enough domestic demand to fill the gap. However, high costs because of the reasons
already discussed, availability of better quality products at competitive prices in the market, and
lack of proper export policies have let us to ignore the growth of auto exports.

The passenger car exports are not substantial in Pakistan. The country entered into the export
market with the delivery of first export order of 12 Suzuki vehicles to Nepal. Nepal imported
motor cars worth Rs.2.888 million in 1997-98. The order was for 40 Suzuki Khyber cars. Suzuki
has plans to export its pick-ups to Bangladesh and to other countries like SAARC members. Till
July 1999, 93[38] units have been exported to Nepal and Bangladesh. This step has been and is
being taken to utilize the excess capacity on hand. The continuous devaluation of the Pak-rupee
worsened conditions and resulted in an increase in the input cost during 1997-98.

Pakistan has been exporting cars, two wheelers, buses and trucks since last few years but the
quantity is peanuts i.e. (2% 4%) of the total production of units. The local car and two wheeler
assemblers have virtually failed to make headway in exports as they feel that it is not
commercially viable. Only 1000-2000 units[39] had been exported to Nepal, Bangladesh, Sri
Lanka, Nigeria and Dubai. Suzuki and Honda both hold the opinion that delay in sales tax
refunds problems and perennial problem of devaluation as main bottlenecks, making their
products non-competitive in the global markets.

Indus Motors, makers of Toyota Corolla, have exported 2-4 units of Corolla to Sri Lanka,
Bangladesh and Nepal in the last two to three years on trial basis but could not make a
breakthrough in these markets as it is not economically feasible.

EXPORT EARNINGS FROM VEHICLES (source: BOA)

YEAR VALUE (IN MILLION RS)


1993-94 24.871
1994-95 32.537
1995-96 60.349
1996-97 79.121
1997-98 (UP TO MAY 1998) 85.550

Car assemblers are receiving orders from various countries but they cannot utilise the potential,
as it is not cost effective. This is due to the fact that the industry is facing a number of changes in
composite rate to 20-80 ratio from 50-50 ratio which is set to increase the landed cost of raw
materials, making price hike imminent.

The local auto parts industry exported $4.52 million of auto parts.

Pakistan has the right target market and potential to match new product development, innovation
and global strategies of the world auto-makers for Asian market. Pakistans government needs to
take a positive step towards creating a long-term industry friendly policy to encourage local
production. Joint ventures are taking place between Pakistan, Korean and Singaporean
companies to undertake Urban Planning and handle Traffic problems. This will help auto
industry to develop on sound lines.

11. EMPLOYMENT OPPORTUNITIES

The industry has potential for providing employment to many workers. Suzuki, Honda and
Toyota provide direct employment to over 1600 people[40]. The vendors and other ancillary
industry that is covered under the auto allied industry is also said to create many jobs in the
country (It provides jobs to half a million people, of which 100,000 are direct employees and
400,000 indirectly). According to a report by the Bank of America, it is estimated that if the
deletion level goes up by 1%, 200 jobs are created in the local engineering industry. The current
level of deletion level in the industry is an average of 48%. So it can be deduced that a 100%
deletion will result in a creation of 10000 jobs.

12. EFFECT OF NUCLEAR BLAST

After the nuclear blast economic conditions in Pakistan became extremely volatile. The freezing
of foreign currency accounts dealt a severe blow to the Industry, as the purchase of CKD kit in
foreign currency became difficult for the local assemblers. The most significant was the change
in SBP regulations regarding usage of foreign exchange. The government imposed 30% advance
margin on opening of letters of credit because of which the foreign car manufacturers insisted on
endorsement by foreign banks but the foreign banks were reluctant to open the L/C. The
introduction of dual exchange rates, has made imports of all non-essential items more costly.
Devaluation of Rupee coupled with a stronger Japanese Yen also resulted in a higher purchase
price for CKDs. The above factors resulted in an increase in car prices.

It was feared that the future sales of the automobile industry might be affected since Japan was in
the forefront with America on sanctions for nuclear explosion. As the Pakistan industry is all
Japan-based this was a disturbing factor.

But in spite of all these negative effects, the overall profitability of auto manufacturers was not
hampered so greatly, as was feared. Whereas in reality, against the expectations, the automobile
industry was least affected by the explosion. Since all three major areas of investing activities
like foreign currency accounts, real estate, stock exchange were badly hurt and automobiles were
the only safe option left with consumers to utilise their liquid cash savings.

The CTBT has a direct bearing on the automobile industry. As Japan is all for the idea that
Pakistan should sign the CTBT, a contrary decision might create trouble. We know that our
automobile industry is too much dependent on Japan, with the CKDs and other input materials
coming in from that country. The general effect of this controversy would be the Rupee/Yen
disparity. However, the more direct impact would be if Japan imposed any sanctions on us as a
result of not signing the document. This issue is still a moot point and its outcome is yet to be
evident.

14. COMPARISON WITH INDIA

Automobile industry in Pakistan is not in a position to compete with India. The industry in India
is sophisticated and better placed. In India those who want to enter automotive industry have to
start with 50 million dollars of investment up front and to achieve 60% deletion in the initial year
of production with 75% in coming years and then up to 90% in the subsequent years. The
engineering sector of India is also more developed and supportive of the automotive industry by
providing needed spare parts and essential raw materials.
In Pakistan there is no ceiling limit for starting a unit and it has to start with prevalent deletion
figures as set by the government. But concessions are granted to various manufacturers on
political and other grounds. Due to high cost of production Pakistans automobile Industry is not
in position to compete with India.

Pakistan produces about 40000 cars per year. India however, produces between 150000 to
200000 passenger cars and over 2.1 million motor cycles of numerous models per year. The
automotive sector in India is a net foreign exchange earner and the country exports billions of
rupees worth of vehicles.

15. CAR LEASING AND FINANCING

Car finance has not been fully patronised by the finance companies and has not proven effective.
This is because of the main problem faced by banks is getting the required security, resulting in a
select group of people who qualify for the car loan. Thus the loans are generally granted only to
very high-ranking civil servants or senior employees of multinational companies. The provision
of this facility to common man is quite limited and there is a potential to increase this facility to
them to increase their purchasing power.

The different leasing schemes, however, are benefiting the car producers as well as the
consumers. Such schemes make it possible for the salaried class people to afford buying a new
car. Vehicle leasing, still in its infancy, is more or less growing faster than the car loans from
banks. It is a hire-purchase sort of scheme, whereby the vehicles are hired for a monthly fee, and
ownership is transferred when all the payments are paid. With the slow down in economic
activity, it seems like a better option for the leasing companies to target the consumer market.
From February 1999, the inception of Askari leasing, to July 1999, the company had financed the
leasing of over 670 new locally assembled cars. Majority of these cars was 800-1000 cc Suzuki
cars[42]. The company charges an interest rate of 13.5 % per annum, the down payment of which
depends on time schedule for payment like 30% equity for three-year payment plan; 35%for four
years and 40% for five years. Other parties include Pilcorp, Citibank etc. Co-branding has also
started taking place, with a particular scheme leasing a particular brand of cars only.

At present the wholesale car financing market is almost entirely catered by the leasing industry.
This is because the demand of wholesale purchases of vehicles is primarily for Corporate and
Public (Govt./Semi-Govt.) sectors. The leasing industry is well positioned to cater to this sector
as auto leasing forms a part of their total lease package (primarily made up of machinery and
office equipment).

16. MOTOR INSURANCE

According to the Pakistan and Gulf Economist, out of 37 million registered vehicles of all types
only 161000 were insured by the members of the Insurance Association of Pakistan in 1997[43].
The insurance association of Pakistan is the representative body of fifty-eight local and foreign
general insurance companies. Increased thefts and snatchings resulting in high loss ratio are
rendering the business unprofitable. To compensate, the insurance companies take high
premiums which limit the access of the common man to this facility. As compared to the total
premiums of Rs.2.25 billion written, the IAP members paid a total claim of Rs.725.8 million
which amounted to 32% of the total premiums. With administrative expenses, commission and
taxes the loss ratio adds up to 70%.

Although, according to the law, no vehicle is allowed to come on the road without insurance,
majority of people only buy insurance when it is absolutely necessary to fulfill a legal obligation.
The fact that only 4% of the vehicles were insured in 1997, qualifies this statement.

There exist unscrupulous insurance sellers that form the parallel illegal insurance sector. This is
also hurting the business of the insurance companies.

Basically there are three types of insurance covers available in Pakistan for motor vehicles:

COMPREHENSIVE: This covers loss of both the property and personal injury for self
and others. Its tariff rates are the highest.

THE THIRD PARTY: This offers limited coverage for the claims of human injury as
well as damage to property other than self.

ACT ONLY: This is similar to the Third party, except that it covers only the human
injury.

In 1997, IAP members wrote total motor insurance premiums of Rs.2.259 billion over 99% of
which came from the comprehensive business. The bulk of this came from private cars
amounting to approximately Rs.2.011 billion[44].

17. INSTITUTIONAL SALES

Sources in the market indicated that most of the government departments have suspended car
purchase till further notice, an action which is likely to affect Pak Suzuki Motors more than
other assemblers in the market.

Suzuki has become the largest supplier of cars to the government after the latter has regulated the
capacity size of cars that its staff could use and Suzuki was the only assembler that produced the
range of cars that was needed. The institutional sales are going down posing a threat to Suzuki.
About 9% of its sales in 1997 went to GOP & the corporate sector. This was 20%[45] in 1996.

The purchase from the government sector went down by about 75 % in 1997[46] as compared to
that of 1996 due to what is said to be government is minimizing in spending. Besides
government organizations, the private organizations are said to be cautious about the spending
during the year and the purchase of the car by the sector has been very low.

The banking sector which is the biggest client for the car assemblers, embarked upon what a
security analyst called restructuring towards the end of the year, and brought their restructuring
hammer on the cat industry before anything else.
18. SEASONAL TREND[47]

The boom in car sales industry is observed during the months of May and October-November
when the purchase is galvanised by impending Budget and increase in cash flows after cotton
crop harvest respectively. The expected changes in government policies regarding taxes and
duties in the budget lead to increase in car sales during May and slump in July.

19. LACK OF INFRASTRUCTURE

The transport system of our country, if it could be described as a system, is coupled with a lot of
its malaises. The ever-growing vehicle population, increasing at a rate of 10% per annum[48], is
completely topsy-turvy in the face of corrupt traffic police, dilapidated roads with poor
infrastructure and transport mafia which altogether have literally turned the country into a traffic
mess. Congestion & traffic jams, pollution and other such problems are increasing with the
increasing population of cars. This poses a threat to the future of the automobile industry. You
need roads to run cars. With the present scenario, it seems that there would be more cars than the
roads can sustain.

20. RECONDITIONED CARS

At present, there is ban on the import of reconditioned cars. The TR scheme (transfer of
residence) is also applicable to the import of second hand or reconditioned cars, provided the car
has been in use of the concerned expatriate in the country of his stay and has been shipped from
there. No relief has been provided in customs duty on used cars.

It is alleged that reconditioned cars are being smuggled into Pakistan and through many devices.
The market share of such cars is 25% in Pakistan. The increase in prices of the locally assembled
cars have become very high, which is promoting the smuggled reconditioned cars. When the
government decided to ban the import of reconditioned cars, it was only after the promise made
by the local assemblers to bring the prices of their products in line with the purchasing power of
the buyers. Contrary to this, the prices have been on the rise, rendering this decision unprofitable
for the government itself.

SECTOR PERFORMANCE in 1998-99

The automobile industry in Pakistan recorded tremendous growth in the year 1998-99.
Approximately 47000 cars[49] were produced showing a 7-8% increase. This was mainly
because of abolition of capital value tax (CVT), rationalisation of duty structure entailing a
reduction in CKD duty from 40 to 35%, depreciation of Yen and sufficient liquidity.

The sale in Rupee of the four listed car manufacturing companies increased by 17.8% in the first
half of 1999 compared to last years sale in the same period. The sales increased due to intensive
marketing by the major companies as evident from a significant increase in their selling
expenses. Moreover, the favourable auto-package 1998, as discussed earlier, gave a boost to
sales.
In 1998-99 Japanese Yen depreciated by 31% against the rupee. This depreciation was because of
the weakness of Yen against US Dollars. This trend however has not continued in the year 1999-
2000.

1998-1999 (Rs. in 1996-1997 (Rs. in


AUTO INDUSTRY* % Change
million) million)
Sales 18433 16418 12.3%
Gross Profit 1742 1329 31.7%
EBT 1078 918 17.4%
PAT 721 662 8.9%

*based on 3 listed companies

source: IP Securities

CHANGES IN 1999-2000

From July 1999 to January 2000, the yen appreciated by 12.3% against the Rupee. Moreover, the
liquidity factor has subsided as well. The continuing economic recession, increase in fuel prices
and the expected entrance of new players is expected to dent the demand in this year.
Anticipating a fall in sales volume and an increase in costs, car prices have gone up already.

TREND

It is expected that the trend would move towards buying smaller cars as they are less expensive
and more fuel efficient. The entrance of new players in this segment manifests that the industry is
all set to take advantage of this trend.

INDUSTRY ATTRACTIVENESS ANALYSIS

THREAT OF NEW ENTRANTS

The threat of new entrants is high for the small car segment. This has strong implications for Pak
Suzuki which was enjoying a virtual monopoly in this segment up to now. However, the threat is
over all neutral for the whole industry.

The capital costs for entry are high. This fact is clearly visible from the project costs of
the new entrants in the market. It ranges from approximately $12-50 million[50]. This is
a great barrier to entry.

The capacity utilization of the existing plants is very low, approximately 50-55%[51].
This means that the demand is less than the supply. This leaves little room for new
entrants, especially in the existing segments of the market. Only the small car segment
characterized by low prices and fuel-efficient cars offers an attractive opportunity which
has already been noticed by the car manufacturers.
The cost of existing plants is high because of low deletion levels, approximately 45%,
and fluctuating exchange rates. This leaves little attractiveness for newer entrants.

New planned projects are all in the small segment and are not expected to affect
significantly the large cars segment.

THREAT OF COMPETITION

The main threat is from the imports. If the government changes its policy of
protectionism, the local industry would be completely damaged.

Changes in the policy regarding the ban on reconditioned cars also poses a threat.

Smuggling and illegal trade are damaging the auto market.

Competition is fierce in the large market segment.

Suzuki has lost its monopoly in the small cars segment.

The structure is concentrated and only four major firms are operating.

BARGAINING POWER OF CUSTOMERS

FAVORABLE:

The customers have few alternatives available, as the import policies are strict. So they
have low negotiating powers.

The dealers, as customers, are chosen themselves by the companies. This reduces their
bargaining power to a great extent.

UNFAVORABLE

The customers have the used car market as an available market. Moreover, cars smuggled
in the country and resold also offer a good opportunity for the customers.

The demand of cars is highly price-elastic as they are luxury goods.

The institutional sales are declining as a result of austerity measures, both by the
Government and by the corporate sector.

THREAT OF SUBSTITUES

FAVORABLE
Bad shape of the transportation system, as explained earlier, means that it does not offer a
good substitute to owning ones own car.

Large family sizes, pollution, bad transportation system etc. prevents the use of motor
cycles as a reasonable substitute. Only people who cannot afford to buy a car will go for
them.

High import duties on imports of new cars and ban on the import of used cars saves the
industry from formidable competition.

UNFAVORABLE

Smuggled goods offer a good substitute as they are cheap as well as of international
quality.

Used cars market is the greatest threat as substitute to new cars.

As trade barriers decline, the threat of lifting the current ban on import of new and
reconditioned cars stands high and mighty on the industry.

BARGAINING POWER OF SUPPLIERS

As far as local vendors are concerned, the industry is suffering from under utilization.
There are more than 400 vendors and the number is increasing. This dilutes their
bargaining power.

The imported parts including CKDs are supplied by the parent companies on favorable
terms. The only threat in this case is the exchange rate fluctuations.

AUTOMOBILE EXPORTSWHAT NEEDS TO BE DONE!

CURRENT SCENARIO
As we mentioned earlier, this industry has great export potential. This potential comes from the
excess capacity installed with not enough domestic demand to fill the gap. However, high costs
because of the reasons already discussed, availability of better quality products at competitive
prices in the market, and lack of proper export policies have let us to ignore the growth of auto
exports.

The passenger car exports are not substantial in Pakistan. The country entered into the export
market with the delivery of first export order of 12 Suzuki vehicles to Nepal. Nepal imported
motor cars worth Rs.2.888 million in 1997-98. The order was for 40 Suzuki Khyber cars. Suzuki
has plans to export its pick-ups to Bangladesh and to other countries like SAARC members. Till
July 1999, 93[52] units have been exported to Nepal and Bangladesh. This step has been and is
being taken to utilize the excess capacity on hand. The continuous devaluation of the Pak-rupee
worsened conditions and resulted in an increase in the input cost during 1997-98.

Pakistan has been exporting cars, two wheelers, buses and trucks since last few years but the
quantity is peanuts i.e. (2% 4%) of the total production of units. The local car and two wheeler
assemblers have virtually failed to make headway in exports as they feel that it is not
commercially viable. Only 1000-2000 units[53] had been exported to Nepal, Bangladesh, Sri
Lanka, Nigeria and Dubai. Suzuki and Honda both hold the opinion that delay in sales tax
refunds problems and perennial problem of devaluation as main bottlenecks, making their
products non-competitive in the global markets.

Indus Motors, makers of Toyota Corolla, have exported 2-4 units of Corolla to Sri Lanka,
Bangladesh and Nepal in the last two to three years on trial basis but could not make a
breakthrough in these markets as it is not economically feasible.

EXPORT EARNINGS FROM VEHICLES (source: BOA)

YEAR VALUE (IN MILLION RS)


1993-94 24.871
1994-95 32.537
1995-96 60.349
1996-97 79.121
1997-98 (UP TO MAY 1998) 85.550

Car assemblers are receiving orders from various countries but they cannot utilise the potential,
as it is not cost effective. This is due to the fact that the industry is facing a number of changes in
composite rate to 20-80 ratio from 50-50 ratio which is set to increase the landed cost of raw
materials, making price hike imminent.

The local auto parts industry exported $4.52 million of auto parts.

Pakistan has the right target market and potential to match new product development, innovation
and global strategies of the world auto-makers for Asian market. Pakistans government needs to
take a positive step towards creating a long-term industry friendly policy to encourage local
production. Joint ventures are taking place between Pakistan, Korean and Singaporean
companies to undertake Urban Planning and handle Traffic problems. This will help auto
industry to develop on sound lines.

HOW TO INCREASE EXPORTSA COMPARISON

The two major problems that are hindering our exports are high costs and average quality. As
mentioned earlier, the high costs are because of the low deletion levels in the country due to
which we have to import CKDs. Since our currency is not stable at all, it becomes all the more
dangerous for us and makes us more susceptible. As a result of this our cars are very costly that
makes them non-competitive in the international market.
It is a known fact that the automobile industry is supposed to be a major foreign exchange earner
in most of the countries.

Following are some of the points that can improve the export position of our country:

RESTRICTING THE AUTO ASSEMBLERS

The auto assemblers import CKDs from their parent company very easily. They get it on
subsidized rates. However, this practice has hampered our export growth. We need to have
a check on these import activities, as in India, to ensure long-term commitment from these
assemblers.

Import Policy in India says:

SKD/CKD Imports:

Some of the joint ventures in the passenger car sector envisage initial import of cars in
SKD/CKD kits. Import of cars in SKD/CKD kits require a license from the Directorate General
of Foreign Trade (DGFT). While Government have decided to grant the required license in the
case of joint ventures approved in the car sector, the joint ventures are required to give details
about import program, indigenisation planned and export possibilities and sign a memorandum
of understanding (MOU) with DGFT in this respect. The underlying idea for this is to discourage
screw-driver technology and to have an assurance that the joint venture partners have long term
commitments to the projects.

Cant Pakistan adopt such measures to restrict the automobile manufacturers and assemblers to
show a long-term commitment to the country. If this step is implemented in the real sense of the
word, it would not be so difficult to achieve long-term growth in this sector.

The proof is the success of the Indian automobile industry as an eminent exporter:

EXPORTS (Quantitative) of Indian Automobiles

Introduction of new generation vehicles with improved quality and performance, the Indian
vehicles have been finding ready acceptance in world markets. Globalisation and foreign
collaboration tie-ups have also helped this growth process immensely. Export of all kinds of
automotive vehicles have been increasing over the last five years as can be seen from the
following statements:-

1992-931993-941994-951995-961996-97 Cars 13,559 16067 20376 28828 37161 LCVs 3,468


6509 8138 7763 7670 MCV & HCVs 4343 5884 7813 8560 6606 Scooters 9487 16538 23173
23006 26639 Motor Cycles 6519 16273 31509 48596 50353 Mopeds 28125 44298 58443 42269
48139 3 Wheelers 5920 11085 24871 32214 21973 Multiutility Vehicles 2470 2853 3743 2470
2044

Percentage of Growth of Exports


1993-941994-951995-961996-97 Cars 18 19 50 29 LCVs 87 26 -4 MCV & HCVs 35 32 10
-23 Scooters 74 40 0 14 Motor Cycles 150 112 41 .4 Mopeds 50 38 -27 14 3 Wheelers 64 155 30
-32 MUVs 12 35 -34 -17

It would be observed that during 1996-97 the rate of growth of export of cars and multi utility
vehicles has gone up considerably by 22%. The increase in two/three wheeler segment in
percentage term is negligible & the export of commercial vehicles declined by about 12.5%
because of heavy domestic demand.

EXPORTS (Value)INDIA

In value terms export has gone up from RS 532.20 Crores in 1992-93 to RS 1542.40 Crores in
1996-97. The performance is as under:-

(RS Crores)

1992-931993-941994-951995-961996-97 Cars and Multi Utility vehicles 219.56 281.32 454.59


608.77 849.41 Commercial Vehicles 224.92 142.13 251.42 301.18 363.64 Two and three
wheelers 87.72 156.49 223.49 307.03 329.35 Total 532.20 479.94 929.50 1214.98 1542.40

While vehicles are exported to all parts of the world, the main destinations/ area
as under:-

COST REDUCTIONS, IMPROVED PERFORMANCE

Following the footsteps of the Japanese automobile manufacturers. We should concentrate on


improved performance of our cars due in part to the rising technological level of parts
manufacturing, competitive pricing made possible by cost reductions accompanying mass
production, and the long-term market development strategies.

Here the main point is DELETION. This term entails less reliance on imports while improving
performance through technology transfer. Without these measures our industry can never
compete with the international counterparts. No matter how many restrictions the government
imposes, unless the indiginization plan is implemented in the strict sense of the word, successful
export growth is impossible.

By doing all these things, the Japanese have excelled in this area:

JAPANESE EXPORTS
The annual volume of Japanese four-wheeled motor vehicle exports (cars, trucks and buses) first
passed the 100,000 mark in 1964, but this was still the lowest level of automobile exports among
the six leading industrialized countries (the U.S., the U.K., France, Italy, West Germany and
Japan). During the next 10 years, however, Japanese automobile exports were to increase at a
precipitous rate.
In 1970, Japanese four-wheeled motor vehicle exports reached the 1,090,000 mark, surpassing
Italy, the U.S. and the U.K. (in that order) and making Japan the worlds third largest automobile
exporter. In 1971 Japanese exports surpassed those of France, and in 1974, with a total of
2,620,000 export units, Japan moved past West Germany to become the largest exporter of
automobiles in the world. In 1965 exports accounted for less than 10% of total production. By
1975, that figure had grown to 38.6%.
The growth of the Japanese automobile export market between 1965 and 1975 was led by
passenger car exports, reversing a pattern of truck-dominated exports up until 1965. For cars, a
51.9% share of the export market in 1965 rose steadily to a 73% share in 1971. Passenger car
exports in Japans total automobile production output rose from 10.4% in 1965 to 40% in 1974,
with unit figures rising from 100,000 in 1965 to 1,827,000 in 1975, when Japan again surpassed
West Germany to become the worlds largest exporter of passenger cars.

Whereas Southeast Asia and, to a lesser extent, Africa and Latin America had been the main
markets for Japans truck-dominated exports, the rapid expansion of passenger car exports
beginning in the mid-1960s soon established the United States as Japans top export market.

The huge growth in passenger car exports at this time can be attributed to various factors,
including the improved performance of Japanese cars, due in part to the rising technological
level of parts manufacturing, competitive pricing made possible by cost reductions
accompanying mass production, and the long-term market development strategies of Japanese
manufacturers.

Beginning in 1965, for example, overseas sales distribution systems were set up through mergers
or 100% ownership, in contrast with the previous trend of distributorships contracted with local
companies. Also, manufacturers were meticulous about meeting specifications for particular
export markets: complying with the requirements of the Muskie Act in the United States after
1968, or meeting the specific demands of cold-climate markets (Canada, Scandinavia), for
example. Expanding the after-sales service networks in export markets was another priority, and
subsidiary companies and factories were set up for that purpose in Europe and North America.

WE SUGGEST

Technology transfer will not only solve the high cost problem for the auto assemblers but also for
the vending industry. This is because, currently they are facing low economies of scale because
of lack of demand. Once the technical capability increases, the auto assemblers will increase
their local parts demand. Moreover, due to reduced cost as a result of increase in local
components in the vehicles, exports of automobiles will increase. Exports of auto parts will also
get a major boost. This will further increase the economies of scale for the auto parts
manufacturers.

AREA OF SUGGESTED
MEASURES
CONCERN FOR RECTIFICATION
Remarks
1. Government

Policies

The checkered 1. Automobile policy requested Engineering industry has


long

History of the for a minimum of 7 years. Gestation period, it is imperative

Automobile Specially, under the present to have long term policy to increase

Manufacturing WTO scenario investor confidence.

Industry of

Pakistan has 2. Necessary SRO be issued SRO No. regarding penalty on

been scared regarding Penalty on Assemblers not achieving deletion

with frequent assemblers failing to adhere targets has expired.

policy changes. to deletion programs.

3. PAAPAM understands that The government must investigate

annual registration of this and make a break-up of

vehicles is nearly double no-locally made vehicles registered.

that of local production.

4. Government should declare

Auto-parts industry as a

vital industry and

Provide loans at

reduced rates of interest.

Revive Technology Fund as


approved earlier.

Engineering 1. EDB should be placed

Development Under ministry of Industries

Board to improve working.

2. PAAPAM representative to Despite repeated verbal assurances

Be on EDBs board. This has not materialized.

3. EDB to invite suggestions Case of not being able to achieve

and propose a policy deletion targets due to vendor failure

regarding cases of vendor are on the increase.

failure as reported by

assemblers.

4. All components deleted by Estimated increase of 12% in

any assembler in a deletion of Cat 3 vehicles.

particular category be FOREX saving of USD 32.5 mln/yr.

placed in CAT A- ie. To

be deleted by all

categories.

5. An immediate increase of FOREX savings of USD 21.7 mln/yr

5% deletion in all categories

of vehicles over and above

current targets.

6. High technology parts to be Insure increase in deletion by

jointly selected for deletion improving economies of scale.


by assemblers, to insure

economies of scale.

7. Policy of 25% rollback for

new entrants be removed.

8. Removal of misconception Vendors have developed many

that Basket C consists of basket C parts.

not to be deleted parts.

9. Immediate revision of ISDP PAAPAM team is once again

to remove anomalies. Available for this job.

10. Appointment of new Present Chairman has lost

Chairman of Sub-committee PAAPAMs confidence.

On indigenization.

Increase in As suggested by PAAPAMs Since this is a high priority area,

Exports of working paper to Ministry of PAAPAM has issued a seperate

Auto-parts Commerce and Industry. Document with recommendations.

Recommendations 1. Custom Duty on RMs to

For immediate reduced to 0%, 5% and 10%

implementation

2. Custom Duty on commercial

imports of auto-parts

increased to 55%

Implementation of the above suggestions are expected to save the Government of Pakistan an
estimated USD 500 million / annum along with increase of exports as mentioned in our export
document.
FOREIGN EXCHANGE SAVINGS WITH INCREASE IN DELETION

Car Category Average Average Cost 1% Deletion 1% Deletion

Annual (Rs.) Value(Rs.) Value USD

Production

Cat 1 15,000 300,000 45,000,000 865,385

Cat 2 10,000 400,000 40,000,000 769,231

Cat 3 20,000 700,000 140,000,000 2,692,308

225,000,000 4,326,924

THE MASS TRANSPORTATION SYSTEM OR THE AUTOMOBILE INDUSTRY?

Many people are of the opinion that the government should concentrate more on the mass
transportation system of the country rather than the protection of the automobile industry. Let us
first clarify that the presence or prosperity of the automobile industry is not at the expense of the
absence of a mass transportation system, therefore first of all this conclusion is to be made in
valid. The two sectors are distinct though related at some stage of economic development at
which the country is. The users of a mass transportation system and customers of automobiles
are not same. The usage may differ. Therefore, it is concluded that one is not at the expense of
the other, thus both can be successfully developed simultaneously, without any loss.

Whereas for auto manufactures what they need is a consistent policy framework, and there is no
direct sudden impact of mass transportation on car sales. Because a cars demand as per target
market is determined by a lot of factors in which mass transportation comes very late. Further, in
the developed countries which have excellent mass transportation system no one has witnessed
any negative impact on car sales and never will because these two service serve two different
markets, provide different merits and are not to be confused.

This was when we think of the auto manufacturers. When we consider the general public of our
country, we can definitely conclude that the mass transportation system should be paid more
attention. Why not the car industry? This is because the bulk of the population cant afford to buy
a car due to low economic development. For long term economic development, we need
infrastructure. The mass transportation system of any country is a major component of the
infrastructure and the government is the only source of providing it. Therefore the more benefit
would be to pay more attention to the mass transportation system and it is governments sole
responsibility.

The state of our transportation system requests for itself to attention to it

TRANSPORT IN BAD SHAPE


Over 12 million people live in the Karachi that need to commute on a daily basis. This has lead
to a vehicle growth of 10% per annum, which is increasing in the face of corrupt police, poor
quality roads and even worse traffic. The travelling conditions are simply pathetic because of the
transport mafia that only looks after its own profit making opportunities.

According to official figures, the total number of registered vehicles in Karachi is estimated to be
985, 818. These include cars, motor cycles, auto rickshaws, taxis, buses, trucks, tankers and
tractors. The 10% growth rate is adding to the existing burden on the city roads, which have
already reached a saturation point.

Mass Transit Plan


Z.A.Bhutto was the first to realize the significance of the growing rate of vehicles. An 8-
kilometre underground Metro was to be set up between Liaqatabad and Tower. Japanese
experts had visited Pakistan and completed feasibility reports in 1976. Yet, the project was never
implemented like most others of its kind since the 60s. However, the government has decided to
revive the old plan with a few modifications after evaluation arranged by the World Bank.

Recently, Nawaz Sharif had announced a special transport package, which included reactivating
the Circular Railways, building a motorway between Karachi and Hyderabad, and construction
of a 68-km Northern Bypass to ease the traffic flow of container trawlers and oil tankers. It is to
be seen if this plan will actually be implemented after Nawaz Sharifs exit from the government
post.

Traffic Engineering Bureau

The Traffic Engineering Bureau (TEB) has launched two plans to improve the traffic flow of the
city. The two plans are Low Cost Traffic Management (LCTM) and Capital Cost Traffic
Management (CCTM). The greater emphasis has been placed on LCTM due to financial
constraints. The plans is to widen the roads, construct link roads, control vehicle operating costs
by reducing excessive fuel consumption, and improve the traffic flow at major intersections.

Congestion and Traffic Jams

The center of the city consists mainly of Saddar, Empress Market and M.A.Jinnah road; all areas
that have the worst traffic jams in Karachi. Therefore, it is difficult to comprehend why the
authorities have allowed inter-city buses in these areas that arrive at the rate of 8 to 10 buses per
hour creating a lot of traffic themselves and due to the passengers waiting for them. Another
problem is the number of small shops on the footpaths in these areas. Since they occupy certain
part of the street, traffic flow cannot be maintained. And these cannot be done away with as they
provide steady income for the area police.

Flyovers

Under the capital-intensive projects, flyovers have been planned at the identified intersections
where frequent traffic jams have become a great nuisance. Some important flyovers have already
been completed whereas others have been delayed due to liquidity problems. However,
contractors have been directed to accelerate the pace of work and complete them at the earliest.

Pollution

The smoke emitting vehicles have converted Karachi into the most polluted city in the country.
According to a survey, every litre of petroleum consumed by an automobile releases 2.2 grams of
carbon dioxide into the air spreading different kinds of diseases.

Responsibility for poisoning the air, which is the common property of the people, also lies on the
vehicle fitness department that is allowing misfit vehicles to operate by issuing unmerited fitness
certificates after accepting bribes.

Conclusion

We feel that the following are the bottlenecks hampering the improvement and growth of
transportation system in Karachi:

Non-availability of financing facility for public transport.

Absence of insurance facility for public transport.

Money extortion (Bhatta collection) by the police.

OUR COMMENTS

The automobile industry would also thrive if the economy thrives. The increase in the standard
of living of the people is an essential determinant of the demand for new automobiles and other
vehicles. Hence more economic activity is desired.

The controllable factors that may lead to improvements in the industry, though difficult to
implement, are nevertheless not impossible.

The incomes of the people are low, the industry faces low capacity utilization, the export market
of automobiles is weak, the vendor industry underdeveloped and the costs high. These problems
and many other are inter-related. Hence their solutions will also be inter-related. If the local
vendor industry is promoted by transfers of technology and regulatory barriers, the costs of
manufacturing cars would be lowered. This will reduce prices, increasing not only domestic
demand but also making our vehicles internationally competitive. This is very important at this
stage, as the protection of the local industry may not be possible for long because of the
globalization policy of WTO. We need to make our industry cost-efficient and strong enough to
compete with international products to protect the local market as well as to explore the export
potential. The government should be consistent and wise in its policies. It needs to curb
smuggling of automobiles. Also, instead of just giving deletion targets, the govt. should take
steps to implement them.

[1] PAMA

[2] PAMA

[3] PAMA

[4] PAMA

[5] PAGE-July 1999

[6] BOA research & Invest Cap research report

[7] DAWN (17-12-99)

[8] DAWN (17-12-99) & PAGE

[9] PAGE (Feb 23-March 1, 1998)

[10] PAGE (July 19-25, 1999)

[11] PAGE April 26-May 2, 1999

[12] IP Securities

[13] BOA & interview

[14] BOA, Invest Cap & PAGE

[15] Interview

[16] IRS Sept. 1998

[17] PAGE Feb 23-March 1998, & interview

[18] PAGE Jan 31-Feb 6, 2000

[20] PAGE July 19-25, 1999

[22] IRS, 1998

[24] PAGE July 1999

[25] PAGE July 1999


[27] IP Securities Analysis

[28] Pakistan Observer-Islamabad, 14th January 2000

Ravi Magazine 2014 - 2016. All Rights Reserved.

You might also like