Honda has made a substantial entry into Pakistan’s growing electric vehicles (EVs) market with the unveiling of its electric scooter, the ‘BENLEY e,’ at a soft launch in its Sheikhupura factory. However, the general public will have to wait, as the company plans to initially offer the electric scooter for test marketing purposes only, according to Noriaki Abe, the Chief Officer of Motorcycle and Power Products at Atlas Honda.
The company’s strategy involves selling the e-bikes to organizations with large fleets, such as food delivery and courier services. This approach allows Honda to assess customer requirements and navigate potential challenges as it ventures into the electric market. The unveiling of the BENLEY e signals Honda’s intent to tap into the EV market, and a dealer in Karachi suggested that it might take up to a year before the e-bike is available to the public.
Despite the wait, there is notable interest from the public, with inquiries pouring in about Honda’s electric bike. Sabir Sheikh, Chairman of the Association of Pakistan Motorcycle Assemblers (APMA), acknowledged this interest but cautioned that Honda’s electric bikes are likely to be priced significantly higher than those of Chinese competitors in the local market.
He estimated the price of Honda’s electric bike to be around Rs. 900,000, specifically referring to the model displayed in Sheikhupura.
Looking ahead, Sheikh predicted a surge in the production of locally manufactured e-bikes, foreseeing an increase from the current 1,000 units per month to 4,000-5,000 units per month by June of the following year. He emphasized the importance of buyers choosing motorcycles from companies with production facilities to ensure access to after-sales support.
In summary, Honda’s entry into Pakistan’s EV market with the BENLEY e showcases a strategic approach, focusing initially on organizational fleets for test marketing. While public interest is high, potential buyers may need to wait for broader availability, and the pricing dynamics vis-a-vis competitors will play a crucial role in the success of Honda’s electric bikes in the local market.
