Atlas Battery represents Pakistan at Automechanika Johannesburg

The scorching heat and the humid weather at the Johannesburg airport made us question our choice of attending this auto fair, and with that notion, we proceeded forward. Alas, we reached the venue and things got interesting!

So, what exactly is “Automechanika” (pronounced: Auto-mechanic-ah)? Automechanika is a leading international B2B trade fair for the automotive service industry that was held this year at Nasrec Expo Centre in Johannesburg, South Africa from September 18-21, 2019. This, one of its kind trade affair for the automotive aftermarket is held in every two years and this year along with the five participating Pakistani companies, we witnessed a plethora of technological minds under one roof. The event hosted visitors from Johannesburg itself, plus many other countries, including Zambia, Kenya, Botswana, Mozambique and Belarus.

We made our way to the Pakistani pavilion, organised by the Trade development authority of Pakistan that encompassed renowned companies such as Atlas Battery, Darson Industries, Ghauri Tyres and Tubes, New Asia Automobiles and Merakastik Rubber and Engineering products. Subsidised stalls were also provided by the TDAP in order to increase the exports of auto parts, tires, products related to repair and maintenance of cars, trucks, tractors, car interiors, car wash and car care, reconditioning products and lubricants. One of the prominent participants from our country that caught our eye and truly made us proud was our very own Atlas Battery.

Founded in 1966, this brainchild of Atlas Group has given Pakistanis an uninterrupted power solution via its production of high-quality batteries. Under its legacy, it not only managed to get certified internationally for ensuring quality standards and implementing management principles and continual improvement, but it also got certified in maintaining and executing environmental quality standards, as well as occupational health and safety standards.



Amidst these informational activities, we were drawn towards the aromatic scent of freshly brewed coffee. We immediately put everything at a halt and found ourselves following the “yellow brick road” leading to our happiness. Upon arriving, we were taken aback with the fact that this kiosk, belonging to Atlas Battery, thought outside the box and hired an actual professional barista! They not only had an amazing range of coffees but also had a complete spectrum of high-end teas for the visitors to indulge in. Another thing that caught our eye was the blingy fabulous desi attire Atlas had arranged for the foreign visitors to clad in. Atlas truly represented Pakistani culture to promote their local products. How remarkable is that!

While sipping coffee at the Atlas kiosk and gallivanting around the pavilions we discovered captivating facts about the heritage of this trade fair. We learned that this strategically located trade hub offers the opportunity to review products and pricing options from in-numerous counties. This trading hub proposes negotiating partnerships with key manufacturers including exclusive distribution rights in key markets. Moreover, it offers an opportunity for product innovations and helps prepare for future demand as it taps the overall Sub-Saharan market.




Since one of the things common between Africa and Pakistan is their diverse and extreme climates, it was a well-rounded opportunity to introduce international buyers to Atlas Battery. The brand introduced their widest range of polypropylene batteries at the event under the umbrella of TDAP as it is the ideal battery that can withstand any extreme climates and temperatures.

For the last few years what we have seemed to notice is that Atlas Group's vision has been to expand their boundaries by taking Pakistan’s economy to new heights. This was inevitable when they received a positive response from international buyers, including from cities of South Africa, such as Durban, Cape Town and Port Elizabeth, at the event. Knowing that climate is like the Achilles heel of a car's battery, Atlas has been testing their batteries for similar climates since decades. It is safe to say that Atlas Battery provides the toughest battery for extreme temperatures.



For people who don’t know much about the automotive industry, this event proved to be a great learning experience. It’s applaud-able how TDAP made it possible for local ventures to network with international buyers as it provided them with a platform to reach a global audience. The keen aspect that attracted the international buyers was the affordable price factor coupled with Japanese technology from GS Yuasa.

When Pakistan’s Ambassador to South Africa Dr Sohail visited Atlas Battery’s stall at the exhibition, he met with the company’s senior executives and appreciated the company’s efforts to promote Pakistani products on foreign soil. We also had a word with Mr Saqib Khan, the Marketing Manager of Atlas Battery, who shared with us his views as to how such events are integral for the company’s growth and act as a global podium that enable great exposure.



It was remarkable to observe how Atlas Battery understood the climate complexities of the Sub-Saharan region and came up with an innovative solution by introducing their polypropylene batteries ( lead-acid batteries). We were amazed to know how Atlas Battery was the sole Pakistani company to have participated in the trade fair for the second time. We hope that in future more Pakistani ventures make their mark at such notorious conventions.

As far as our trip is concerned, while making our way to the Tambo International Airport’s departure lounge, we reminisced about the event and the wonderful things we acquired in regards to the automotive aftermarket industry. It indeed was a phenomenal experience!