Honda Atlas launches BR-V in Pakistan, starts from Rs2.23m

Published: April 21, 2017
FEATURES: The Bold Runabout Vehicle (BR-V) - which seats seven people - costs about Rs2.23 million and Rs2.33 million for its i-VTEC and i-VTEC S variants, respectively. It features a 1.5-litre engine. PHOTO: EXPRESS

FEATURES: The Bold Runabout Vehicle (BR-V) - which seats seven people - costs about Rs2.23 million and Rs2.33 million for its i-VTEC and i-VTEC S variants, respectively. It features a 1.5-litre engine. PHOTO: EXPRESS

LAHORE: Honda Atlas launched its first locally produced sub-compact Sports Utility Vehicle (SUV) on Friday, comprising 45% local components, stated the company.

The Bold Runabout Vehicle (BR-V) – which seats seven people – costs about Rs2.23 million and Rs2.33 million for its i-VTEC and i-VTEC S variants, respectively. It features a 1.5-litre engine.

According to the company, the low price is courtesy local components used in the manufacturing. Additionally, through this price, Honda is looking to boost its sales by attracting existing as well as new customers who are willing to enter the SUV family.

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“SUVs in Pakistan are too costly and are mostly out of range for many customers,” said Honda Atlas Cars Pakistan Limited General Manager Sales and Marketing Nadeem Azam. “With the price range we are offering, about 90% of customers can now afford the new variants, which will attract new as well as existing customers of other companies too.”

The company is also looking to tap rural as well as urban markets with the newly-launched SUV. “We are confident that BR-V will strongly appeal to the urban and rural customers and accelerate our growth while strengthening our brand presence in the country,” said Honda Atlas Cars Pakistan Limited President and CEO Toichi Ishiyama. “Pakistan is a key market for Honda and as part of our business expansion; we are focusing on increasing our customer base and will be bringing a lot of new and innovative products in the future.”

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Hybrid future

Speaking at the launch ceremony, Azam ruled out the induction of hybrid technology in locally manufactured Honda variants, stating that the company is currently not at the stage to introduce hybrid engines for Pakistan.

“Technologically, we are as advanced as we would like to be where we can produce hybrid engines for the Pakistani market,” Azam told The Express Tribune. “Currently, there are some imported and used hybrid vehicles available in the market, but they are not that much successful.”

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The general manager added that the company would never introduce any locally-produced variant which might trouble customers afterwards.

The company’s share price increased Rs28.77 or 3.5% on Friday, closing at Rs859.77 during a bullish run at the Pakistan Stock Exchange that saw the index increase 1.98% as well.

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Reader Comments (16)

  • wd
    Apr 21, 2017 - 7:56PM

    1.5L engine in a 7-seater suv? kidding me?Recommend

  • Anil
    Apr 21, 2017 - 8:28PM

    Why so costly? India price start at 9lacs inrRecommend

  • Pakistani
    Apr 21, 2017 - 11:58PM

    I went there and got slapped by the statement from salesman that the delivery will be in October end.
    I am paying higher price compared to India and Indonesia and other countries and still have to wait 6 months.
    Everything is run by God Father Mafia that SC mentioned in verdict Recommend

  • Virkaul
    Apr 22, 2017 - 9:43AM

    BRV has been discontinued in India as it could not stand up to the competition. Instead, WR V has been launched.Recommend

  • Humayun
    Apr 22, 2017 - 10:21AM

    Delivering in Oct. Not a worth deal. secondly what a miss on luggage part. No trunk. what a waste when same had been offered in India at a lower cost with extra features. Recommend

  • Qasim
    Apr 22, 2017 - 10:45AM

    @Virkaul “WR V” is a much smaller compact car, which is why it is cheaper. It is NOT a 7-seater SUV:

    This car is targeting the premier/semi-expensive consumer and not a lower-end product.Recommend

  • Logitech
    Apr 22, 2017 - 11:18AM

    why so expansive?Recommend

  • Ahsan
    Apr 22, 2017 - 11:20AM

    Anil, because INR is double the value of Pakistani Rupee.Recommend

  • Hamza sharief
    Apr 22, 2017 - 12:12PM

    Indian cars are sub standards. Recommend

  • Khan
    Apr 22, 2017 - 2:51PM

    Please note the exchange rate difference between India and Pakistan rupees, as well as taxes on imported components, sales taxes, etc. It might still be a bit more expensive in Pakistan as we don’t have as much competition. But it’s not s huge difference.Recommend

  • Farru
    Apr 22, 2017 - 3:49PM

    The price is not out of the range of many SUV lovers. The company should look into reducing the price once it gets enough orders or economies of scale. Pakistan needs more such options in locally-assembled category so that the import of used vehicles can be discouraged. Recommend

  • Oommen
    Apr 22, 2017 - 6:46PM

    Assembling vehicles are to evade tax…. (not manufacturing)Recommend

  • Amir
    Apr 22, 2017 - 11:15PM

    looking at the interior photos, looks like shortcuts and the feel and look has been compromised.

    This the Suzuki Mehran variant of SUV out in the market. Compared to Vitara or AUdi whho have also launched similar SuV, the feel inside is quite poor. Thus the low price…meaning low quality substandard material…..Recommend

  • Haq
    Apr 23, 2017 - 1:16PM

    Vehicle launched is actually Mobilio MPV (Indonisian variant), Front Wheel Drive (only) with 7 seats & high ground clearance, as BR-V.

    Whereas, BR-V is an All Wheel Drive (AWD) SUV, designed specifically for South Asian marketRecommend

  • Kushal
    Apr 23, 2017 - 6:10PM

    Good going Pakistan. This is a great car. Enjoy. Recommend

  • q
    Apr 24, 2017 - 1:38PM

    Are you kidding me? 1.5l which is not even a proper SUV and the price’s too high. Recommend

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