Mr. Aamir H.

Shirazi

Chairman

Mr. Aamir H. Shirazi is the President of Atlas Group. He graduated from Claremont Mckenna College and

attended the OPM at the Harvard Business School. He has over 35 years of corporate management
experience.

He has to his credit, work experience in Honda America, besides working at various positions in Atlas
Group,

including serving as the Chief Executive of Atlas Honda Limited for eleven years.

He is currently Chairman of Honda Atlas Cars, Atlas Honda, Atlas Engineering and Atlas Autos. He also
serves on

the Boards of Shirazi Investment (Group Holding Company), Shirazi Trading, and Murree Brewery
Company

Limited.

He is a member of the Board of Governors, Lahore University of Management Science and member
Syndicate,

University of Engineering & Technology. He was also appointed as a Professional Director on the Board
of Lahore

Stock Exchange for two consecutive terms by the Securities & Exchange Commission of Pakistan.

He has been serving the Honorary Consul General of Japan in Lahore, since 2002 and is the Patron-in-
Chief,

Pakistan Japan Cultural Association, Lahore.

Mr. Hironobu Yoshimura

President & CEO

Mr. Hironobu Yoshimura has been associated with Honda Motor Company Limited, Japan for more than
32

years. He joined Honda in 1988 and began his career in Service Technology Division, Honda Motor
Company,

Japan.

Mr. Hironobu Yoshimura has extensive experience in the Automobile industry, having worked in several

planning divisions.

In his previous assignment, he has worked as Department Manager at Automobile Marketing Planning
Office in
Honda Motor Company Limited, Japan and General Manager Asian Honda Motor Co. Ltd., Thailand. He
joined

on the Board of Honda Atlas Cars (Pakistan) Limited as President & Chief Executive Officer from
November 2017.

Mr. Yoshimura is graduate from Sophia University, Japan.

Mr. Saquib H. Shirazi

Director & Senior Advisor

Mr. Saquib H. Shirazi has been the Chief Executive Officer of Atlas Honda Limited since 2000. He is a
graduate

of the Wharton School of Finance and did his MBA from the Harvard Business School.

He started his career with the Bank of Tokyo and was subsequently appointed as the CEO of Atlas BOT

Investment Bank. In addition to being a member of the Atlas Group, he is a Director of Pakistan Cables
and the

incoming Chairman of Pakistan Business Council. In the past, he has served on the Boards of Pakistan
Petroleum

Limited, National Refinery Limited, Sui Southern Gas Company Limited, Cherat Cement Limited, Cherat
Paper

Limited, Privatization Commission of Pakistan and as Chairman PAMA. He has also served on Harvard
Business

School’s Global Alumni Board and was its President for the years 2006-2008. He is currently a member
of Prime

Minister’s Business Council, CDC’s Pakistan Advisory Committee, Engineering Development Board,
Harvard

Business School’s and Jazz Advisory Boards.

Mr. Kenichi Matsuo

Executive Director / VP (P)

Mr. Matsuo is associated with Honda Motor Company for last 40 years. He started his career as Engineer
in

Automobile Assembly, HM Japan and he has a vast experience of Automobile Assembly and Business
Planning

Operations.

He has worked as Technical Advisor, Honda Cars India Limited for four years and Vice President of
Honda
Malaysia Sdn Bhd for two years.

He was appointed on the Board of Honda Atlas Cars (Pakistan) Limited on April 2016 as Director & Vice
President

Production.

Mr. Akira Murayama

Director

Mr. Murayama has been associated with Honda Motor, Japan for last 31 years. He has vast experience
of

Financial Management and Business Planning operations. He has been working in Honda Motor, Japan
and

different Honda ventures and subsidiaries in Europe.

He has worked as Staff Manager in Honda Motor Europe Limited for four years and Manager Honda
Motors,

Japan. He has been Director of Honda Motor Europe for two years before assuming the position of
General

Manager, Honda Motors in Europe region operations.

He joined as General Manager of Asian Honda Motor Co., Limited, Thailand and on the Board of
Directors of

Honda Atlas Cars (Pakistan) Limited in April 2018.

Mr. Feroz Rizvi

Independent Director

Mr. Rizvi is a Chartered Accountant, having qualified from England & Wales. He has over 42 years of
local &

international experience in some of the largest companies in the world.

On returning to Pakistan post qualification, he joined ICI Pakistan Ltd, a subsidiary of ICI PLC, one of the
largest

chemical companies in the world. He also worked for a brief period in Petromin Refinery Riyadh, KSA. In
1996

he was seconded to ICI PLC’s headquarters in London. During his secondment, he was involved in ICI
PLC’s

strategic shift from industrial to consumer & effect chemicals along with a major acquisition of US$ 8 bln
from
Unilever PLC as part of the company’s major strategic priority. In addition, he was also responsible for a
number

of divestments of ICI PLC’s industrial chemical businesses. He also completed the demerger of ICI
Pakistan’s

Paints and PTA businesses into separate listed companies beside implementing state-of-the-art SAP ERP
system

across the group. He retired from ICI Pakistan Ltd as CFO & Finance Director.

Mr. Rizvi has extensive experience in corporate & finance strategy, taxation, corporate governance,

restructuring and mergers & acquisitions. He has also been CEO of Pakistan Institute of Corporate
Governance

and is also on the Board of Engro Chemicals and Polymer Ltd., and Pakistan Oxygen Ltd. He joined the
Board of

the company in May 2018. He is analumni of INSEAD and Wharton Business School and lectures on
corporate

governance, business strategy and related areas.

Mr. Ariful Islam

Independent Director

Mr. Ariful Islam is a senior banker with 35 years’ experience with various banks in Bahrain and Pakistan.
He is a

Chartered Accountant from England and Wales and a Fellow member of the Institute of Chartered

Accountants of Pakistan. He worked with Peat, Marwick, Mitchell & Co. (now KPMG) in their main
London

Office from 1982 – 1985. He started his banking career with Faysal Islamic Bank of Bahrain, Bahrain in
1985

and after a short stint in Bahrain, he was moved to Pakistan and was a key member of the team that set-
up

Faysal Islamic Bank of Bahrain in Pakistan (presently known as Faysal Bank). In 1992 he moved to MCB
and

held various senior positions, lastly as SEVP & Head of Investment Banking. He joined Meezan Bank in
April

1999 as the Bank’s first Chief Operating Officer. Currently,

Mr. Islam is Deputy CEO & Executive Director of Meezan Bank Limited. He is a ‘Certified Director’ from
IBA,
Karachi. He is also the Chairman of the Board of Al Meezan Investment Management Limited - the
Bank’s asset

management subsidiary.

He joined on the Board of Honda Atlas Cars (Pakistan) Limited on March 2020 as an Independent
Director.

Ms. Rie Mihara

Independent Director

Ms. Mihara is Chief Executive Officer & Founder of Makotoya Co., Limited, Japan since 2008.

She is graduate from Tohoku Fukushi University, Miyagi JAPAN in Social Welfare. After study, she joined
M/s

Recruit Staffing Co., Limited in 2001 as Customer Centre Manager and worked as Director Human
Resource

Development in Welcome Co., Limited, Japan. In 2008 she laid the foundation of Makotoya Co., Limited
in Japan

and worked as CEO & Founder of the Company. In 2016, Ms. Mihara established Makotoya Pakistan
(Pvt) Limited

and working as CEO. She has vast experience of Marketing, Human Resources and entrepreneurship.

She is on the Board of Honda Atlas Cars (Pakistan) Limited since May 2018.

Mr. Kazunori Shibayama

Director

Mr. Shibayama has been associated with Honda Motor Company, Japan for last 28 years. He has vast
experience

of Automobile Business & Product Planning and Marketing, working on different Honda ventures,
around the

globe.

Mr. Shibayama has also served for two years in American Honda Motor, US and has been associated
with

Marketing Division of Honda Automobile (Thailand) Co., Limited for two years. He has also experience of
working

with PT Honda Prospect Motor, Indonesia and Automobile Business Planning Division of Asian Honda
Motor Co.,

Limited.

Mr. Shibayama joined on the Board of Honda Atlas Cars (Pakistan) Limited from April 2019.
Problems faced by the company:

We researched and meet some officials of Honda Company and found that Honda is facing some
problems that are hindering the ways of Honda’s progress. These problems are

1. Lack of supply of resources

2. Strong market competition
3. Low budget

1. Lack of supply of resources:

Honda today is facing the issues of lack of supply of resources. Honda do needs supply of
resources from other country such as Thailand, Japan and so on. Due to the Honda has
manufacturing facilities in Japan, Thailand, China and Malaysia.
But Japanese earthquake and tsunami and flooding in Thailand and Japan in 2011 totally destroyed the
infrastructure of both these plants. For many months manufacturing of products totally got stopped. This
destruction made Honda lack of resources to do their accessory and requirement from engine. Also their
enemies companies got chance to sell more cars compare to Honda.

2. Lack of budget:
One of the main problems that Honda facing today is lack of funds. Honda has spent months struggling
with shortages of most of its products just before a devastating earthquake and tsunami struck Japan and
seriously damaged that nation’s automotive infrastructure. Factors that affect the budget are
 Intense competition:
Honda faces more intense competition than ever. New small entrants are disrupting the market with their
capabilities in producing electric vehicles or alternative fuel engines. Big companies are restructuring
themselves to become more efficient. As a result, firms like Honda are suffering from competition from
both big and small players.

 Natural disasters.
Honda has manufacturing facilities in Japan, Thailand, China and Malaysia. These countries, including
others, are often subject to natural disasters that disrupt manufacturing in the facilities and decrease
Honda’s production volumes.

3. Market Competition:
There are four main market competitors of automobiles in the market which are Honda, Toyota, BMW,
Mercedes, Nissan, and Mazda.

All these companies are trying to do their best get ahead in the market. But Due to sticking to bare bones
system. Honda is far away from the market leader TOYOTA. If we take the example of Hybrid cars, in
which Toyota today is a market leader. Honda was company who developed hybrid not the Toyota but
due to sticking to old technology Toyota overcome the Hybrid technology of the Honda, Honda lost its
leadership to its number one Japanese rival.

Strike:

In start of 2013 employees of Honda Company’s Plant in China went on strike for having low salary and
compensations. That strikes long for more than a month. During that month Company’s manufacturing
totally got stopped and no new manufacturing occurred. And it affected Honda’s sales very much.
 When condition got severe Honda company offered employees 28% more salary. On which many of the
workers of Honda rejoin their work.

Recalling of Honda’s new brand:

One of the major problems that Honda is facing today is the recalling of its new brand Odyssey van.
Honda is recalling 344,000 of its 2007-8 Odyssey minivans because a malfunctioning computer could
cause “heavy and unexpected braking without the driver pressing on the brake pedal and without
illumination of the brake lamps.” Recalls affects the value of a specific brand and it can take the company
a long time to recover from the damage to its reputation

HONDA Strengths 2020:

 High commitment to its philosophy and management policies.

Honda’s business conduct uniformly observes and applies their so-called “Honda

Philosophy”. This philosophy ensures that everyone in the company has a uniform
understanding and adherence to the standards that have been set, from operations
to management. The company highly values respect, equality, trust, initiative, and
“the three joys” of selling, buying, and creating.
 Continuous pursuit of the highest level of quality.

The company continually strives to improve the quality of not only their products and
services but also their company processes and activities. The company has been
 one of the most renowned companies over the years when it comes to manufacturing
high-quality vehicles.

 Strong capability to manufacture their various products and even create

their own solutions.

Honda has been manufacturing various models of motorcycles, automobiles, and

power products. With this, Honda can maximize its potential in designing more
products in the future because of its diverse expertise. 

The company also added its very own solutions which include the so-called “Mono-
zukuri” and “Koto-zukuri”. These solutions are being integrated as part of the
company’s innovative strategies.

 Highly strategic and quick response during this pandemic which helped the
company remain strong.

Despite the reported decreases in the revenues during early this year, Honda
reported an increase of 28.5% in its operating profits for the fiscal 2nd quarter ended
Sept.30, 2020. This was made possible by the company’s cost-cutting measures.
The YTD stock performance of Honda also proves that Honda is able to navigate
through the pandemic and continues to gain the confidence of investors.

Management Approach

The Company is committed to offer sustainable mobility solutions by maintaining the quality of products,
ensuring customer safety, appropriate marketing and providing best after-sales service. The Company is
continuously expanding its business and providing customers with a diversified selection of quality products.
In addition, the Company keeps expanding its sales and service network across Pakistan. To ensure customer
satisfaction, the Company takes dealer training initiatives and encourages customer feedback. Further,
Company provides safety training to customers throughout the year. The Company follows Honda’s vision and
takes into account health and safety impacts of its products to ensure safety of customers and other road users.
Constant monitoring and regular reviews are carried out on all business aspects and processes in order to
ensure they continue to comply with the Company’s commitment to produce quality products.
Product Quality

Atlas Honda aims to be a company trusted by its customers for its quality products. The Company focuses on
quality at every stage, from the planning of new products through development, manufacturing, distribution
and sales to after-sales. The Company evaluates its products’ performance and health & safety impacts.
Information derived is used to develop and implement effective solutions. During the year, all products of the
Company were in compliance with requirements concerning health and safety impacts.

Honda’s Quality Cycle

The Company’s global partner, Honda Motor Company Limited follows a uniform quality strategy worldwide.
In order to live up to the high quality standards, quality assurance activities are governed by a central body at
cross band level. By applying and reflecting design and development expertise at the preparation and
production stages, the Company is able to deliver enhanced quality through the creation of drawings designed
to facilitate manufacturing, as well as develop manufacturing control techniques that limit process variability.
Post-sale, improvements are made to product quality based on an analysis of customer’s feedback. These
improvements are reflected in our know-how for the next round of design and development.

Next Five Years

Future of Atlas Honda is expressed in the statement, “Serve people worldwide with the ‘joy of
expanding their life’s potential’—Lead the advancement of mobility and enable people everywhere in
the world to improve their daily lives—.” To embody this Vision, the Company set the direction of its
concrete initiatives as action guidelines for the 21st century from three perspectives: “Creating the
Joys,” “Expanding the Joys” and “Ensuring the Joys for the Next Generation.” From the first perspective
of “Creating the Joys,” Honda will work on “creating value for ‘mobility’ and ‘daily lives.” The Company
will focus on three areas, namely mobility, robotics and energy, in order to provide people with the “joy
and freedom of mobility” and “joy of making their lives better.” From the second perspective of
“Expanding the Joys,” Honda will undertake efforts to “accommodate the different characteristics of
people and society.” In this area, the Company will strive to further expand the joy of people by offering
products and services that are optimized for all people reflecting different cultures and values and
diverse societies, irrespective of whether they are in developed or developing nations. From the third
perspective of “Ensuring the Joys for the Next Generation,” the Company will make progress “toward a
clean and safe/secure society.”