Honda Atlas launched its HR-V e:HEV hybrid SUV at Manga Mandi with global executives and local media. Chairman Aamir Shirazi shared bold optimism for Pakistan’s auto future despite economic challenges.
By Imran Malik
Last week, I received a call from an old PR friend, Naeem Sadiq:
“Honda is launching its new hybrid SUV – the HR-V e:HEV – at our plant in Manga Mandi. Are you coming?”
Living near Lahore’s edge, my first instinct was: “There goes my day!”
I declined three times. But Naeem’s persistence—and a touch of curiosity—eventually convinced me.
The event was scheduled for 2 PM, and to my surprise, things started almost on time.
Unusually, lunch was served before the event—a rare but welcome twist.
By 2:10 PM, guests were enjoying a hearty meal before the official launch began.
As I set out via Barki Road, torrential rain poured down. Underpasses were jammed with motorcycles seeking refuge, and traffic crawled. But once past the Canal, the skies cleared and the journey smoothed out. We arrived just a little late—still in time for the key moments.
The launch itself? Smooth, succinct, and well-curated. Only four speeches—short, sharp, and impactful.
The highlight of the day was the presence of Mr. Toshio Kuwahara, Vice President & Head of Regional Unit (Asia & Oceania), Honda Motor Co. Ltd., Japan. His remarks reflected Honda’s global commitment to sustainable mobility, cutting-edge innovation, and responsibility toward future generations.
Then came Mr. Aamir H. Shirazi, Chairman of Honda Atlas Cars (Pakistan) Limited—witty, relaxed, and remarkably optimistic.
He reflected on the challenges following Pak-India tensions but expressed strong belief in Pakistan’s economic revival. Even on the federal budget, he remained hopeful:
“We must progress, and we will.”
In a lighter tone, he said:
“We’re launching the HR-V hybrid—every dealer here must book at least one unit. Or I’ll tell your wives how much profit you made last year!”
He also revealed the launch of Honda’s new 150cc electric bike, encouraging customers to adopt a full-electric lifestyle, featuring both a hybrid SUV and an electric bike.
READ MORE: Honda Atlas launches Pakistan’s first locally assembled hybrid SUV — the HR-V e:HEV
Vovel managed the event impressively. After a long time, their media management was back in action, running smoothly and refreshingly. It was a pleasure reconnecting with Hameed, the dynamic soul behind Vovel.
Nadeem Iqbal from Honda and Naeem Sadiq from Vovel, true to form, were cheerful, engaging, and hospitable, ensuring every guest felt personally welcomed.
After a long time, I also had the chance to meet the ever-down-to-earth Mr. Shehzad from Daily Pakistan, Rana Atiq from Ausaf, Bilal Butt and Usman Gujjar from Daily Nawa-i-Waqt, and Mian Akbar Ali, who—as always—stood out with his distinct look.
There were also some familiar faces from the media crowd, but having been away from media sales for nearly 12 years, I found myself disconnected and couldn’t muster the familiarity to say hello.
If one thing was missing, it was a Q&A session. I had hoped to ask Mr. Aamir Shirazi:
What’s Honda’s stance on the government’s decision to allow used Japanese car imports? How will this affect the local auto industry? Will Honda raise its voice as Suzuki did?
Mr. Shirazi, if you’re reading this—your response would be most appreciated.
— Imran Malik
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