Maker of Revo talks about its re-launch

Published: March 16, 2014
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If Adam Motor re-launches Revo, then its price would be around Rs600,000 owing to the depreciation of the Pakistani rupee since 2005. PHOTO: ATHAR KHAN/EXPRESS

If Adam Motor re-launches Revo, then its price would be around Rs600,000 owing to the depreciation of the Pakistani rupee since 2005. PHOTO: ATHAR KHAN/EXPRESS

KARACHI: When the country’s premier expressed a desire for a ‘made in Pakistan’ vehicle at the recently-held auto show in Lahore, he had probably forgotten about Adam Revo — Pakistan’s first locally produced car that made an entry nine years ago.

Among the attentive audience was Feroz Khan, the maker of Revo, who was astonished at the silence of the industry giants present at the Lahore Expo Centre where Prime Minister Nawaz Sharif made the remark.

“I felt hurt when none of my life-long friends stood up and informed the prime minister that Pakistan had already succeeded in producing a local car in 2005,” Khan told The Express Tribune in an interview. “Add to this the maker of that car was sitting right before him in the audience.”

Adam Motors, the makers of Revo, launched the car on April 18, 2005 with high hopes. However, the company sold just 600 units before it broke down owing to a lack of working capital. Former prime minister Shaukat Aziz inaugurated Revo’s plant in 2003, located a few kilometres from Karachi, owing to which most units were sold in the city.

According to Khan, Aziz promised him to buy his car for the government as it was the cheapest in the country. The government could have easily bought 5,000-10,000 cars a year but it never fulfilled its promise and that, according to Khan, was one of the major reasons why the project collapsed.

When launched, Revo’s price was Rs269,000 — cheaper by Rs46,000 when compared to the more popular choice of Suzuki Mehran.

Asked whether he could re-launch Revo, Khan reluctantly said that it could “within 15 months after studying the current needs of the industry”.

Khan’s reluctance to take another risk is understandable. He still owes Rs230 million despite paying a large part of the Rs1-billion debt he accumulated in launching Revo.

If Adam Motor re-launches Revo, then its price would be around Rs600,000 owing to the depreciation of the Pakistani rupee since 2005, Khan said.

The current price of Suzuki Mehran is Rs686,000.

“This is a better time to produce a local car as prices have gone up way too high owing to the expensive imported parts,” said Khan. “But I must say that I am fearful in re-launching Revo because of this country’s politics.”

Despite difficulty in procuring its spare parts, one can still find Revo on roads after all this time.

Those who still use the car say some of the attractive characteristics of Revo are its strong body and spacious interior.

Khan believes Pakistan can achieve more milestones in the future because of the position where its auto industry stands today. However, for that to happen, the local industry needs to work hard especially if it wants to prepare itself for regional competition.

Trade with India

The Pakistan Automotive Manufacturers Association (PAMA) and Pakistan Association of Automotive Parts and Accessories Manufacturers (Paapam) needs to work collaboratively if they want to prepare themselves for trade with India, otherwise both would face difficulties, said Khan.

Pakistan’s auto industry also needs to study non-tariff barriers (NTBs) in India and then apply the same if they fail in exporting their parts to India because of them, he added.

“Pakistan can export auto parts to India but then it needs to upgrade its standards such as environment, pollution, vehicle inspection etc,” he stressed.

Published in The Express Tribune, March 17th, 2014.

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Reader Comments (27)

  • LSE
    Mar 16, 2014 - 10:19PM

    I wish they relaunch it soon

    Recommend

  • Zeeshan
    Mar 17, 2014 - 12:56AM

    If u must, please consider redesigning the car at par the Jap imports.Recommend

  • Secular Pakistani
    Mar 17, 2014 - 1:27AM

    Sir,I had first heard about Adam motors on Pakwheel and related other forum’s probably in 2005-06 But later when i knew that the company went defunct it made me really sad.

    In my last visit to Pakistan,When i saw Revo in peshawar.It made me happy from inside and i asked my brother to stop the car so that i could get closer to it.I can’t express it but it gave me internal happiness and made me slightly emotional aswell.Atleast this car has put Pakisan in the list of indigenous car manufacturer.

    I am sure the Govt will support you this time since it is PMLN not PPP.and Most important consider JV’s with South korean or even indian automobile firms.Not only revo but a variety of car should be introduced under Adam brand.

    Being the first Automobile industry in Pakistan.Adam motors will become TATA motors of Pakistan

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  • Usman
    Mar 17, 2014 - 8:21AM

    I got my first pay check from Adam. Back in 2005, I remember all my friends & relatives excitedly asking me about how was the Revo? How it looked like? Mileage? e.t.c
    The biggest role in failure of Revo was played by the biggest car manufacturer in Pakistan in order to avoid competition. Anyways, I don’t feel more optimistic about Revo’s success if it is re-luanched, atleast not at the price suggested by Mr. Khan. People will only buy this car if it is half priced as compared to its competitor Suzuki Mehran. I know that sounds very challenging. But if Tata can roll out Nano for 100K in India, we should atleast look into the possibility of producing a really inexpensive car in Pakistan also.

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  • Datz Burier
    Mar 17, 2014 - 8:51AM

    Where to start. My love affair with Revo goes long back. I have supported this car at the time of its launch whole heartedly at Pakwheels.com. So much so, that people thought I was a salesman for Adam Motors. But I was only a Patriotic Pakistan, having lived most of life outside of Pakistan, but my heart still beats for Pakistan and its people. Launch of Revo, felt like Pakistan has achieved a landmark milestone in its history, which should have made every Pakistani proud. But unfortunately my interactions with people living in Pakistan was that they were very critical of this car, not many supporters, they all wanted Adam Motors to launch Corolla or Civic like car. I had to remind my dear Pakistani people that even Toyota and Honda had a very humble beginnings and started by making very simple cars, but their own public in their own country supported their countries National Car, and now whole world is benefiting from Toyota’s and Honda’s success. I with Adam Motors, best of Luck. Tribune team please post my response. Thank you. God Bless Pakistan, God Bless Adam Motors, and hopefully we see a re-incarnation of Revo Soon.

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  • Baloch
    Mar 17, 2014 - 12:36PM

    I’d buy the Revo simply because it’s Pakistani .

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  • ahmed
    Mar 17, 2014 - 1:44PM

    its good, but i think the main thing Engine is not made in Pakistan. if i am wrong please correct. if engine not made in Pakistan, than its a not that special.

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  • IHA
    Mar 17, 2014 - 4:18PM

    Mr. Khans’ classmate was a teacher of ours and I remember him telling us exciting stories about this upcoming car that was being built in Pakistan. It was a great initiative but when I saw it for the first time I was disappointed. I wish Adam Motors had put more thought into the design of the car. Personally I wouldnt mind if they had ripped off the basic design structure from one of the foreign brands. The shape of the car made it look quite ridiculous and unattractive and I know quite a few people who backed out of buying it because of that very reason.

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  • Khokhar Sikandar
    Mar 17, 2014 - 4:49PM

    I haven’t heard before about Revo, exactly the day of Auto-show at Lahore. Indeed, knowing Pakistan is making our own Car sound to me very pleasant. Revo isn’t only a car, but a hope also that we can do our best to come in the row of other advanced countries.. Best of luck and many cordial wishes if this pure Pakistani car is being relaunched…Recommend

  • Mar 17, 2014 - 5:02PM

    I would love to see Pakistan made cars running on the streets of Pakistan, but if Adam motors want to attract buyers, then it should seriously consider selling it way cheaper than 600K, putting this price will fail the purpose of reincarnation

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  • Badr Siddiqui
    Mar 17, 2014 - 6:04PM

    Don’t get me wrong here but the Revo was hideous marred with serious performance issues. If there are any plans to re-launch it, it would most certainly require a redesign and re-evaluation of the engine that was originally fitted.

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  • Ali
    Mar 17, 2014 - 7:16PM

    Mr Khan, look at the quality of your car. Imported cars are priced high because they offer higher quality than any Pakistani car.
    Redesign, rethink, reprice your car before thinking about launching it again.

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  • Spock
    Mar 17, 2014 - 8:08PM

    If Adam motors can tie up with Waqas Agha and produce W-Revo which runs of water then it will set the automobile market on fire.

    Imagine a first Pakistani car and that too runs on Water.

    Mr Khan, please look in to that.

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  • Mar 17, 2014 - 8:16PM

    Good to know that there were Pakistani manufactured cars on the road..

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  • Dhaka
    Mar 17, 2014 - 9:03PM

    Look like an 80’s car in dhaka street.

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  • Sumsum
    Mar 17, 2014 - 9:17PM

    I rode the revo. It was spacious with high clearance. Just right for large pakistani families and bad roads. One major reason for failure was that Japanese car companies (esp pak suzuki) were dead against this project. Infact I understand that pak Suzuki still doesn’t do business with the revo people who also produce auto parts. Infact the japanese auto companies probably put pressure on the paki govt not to support the project. Sad story.

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  • Fazal-e-Omer Khalid
    Mar 17, 2014 - 10:31PM

    I wish it is started soon and i may purchase it. Agreed with one of the comments above that it should be made available half of the price of Suzuki Mehran. Secondly, i must say that if this price is offered, many of the bike riders would buy it definetly.

    Recommend

  • Another Pakistani
    Mar 17, 2014 - 11:54PM

    @Usman…so the rumor that the country’s biggest car manufacturer actually threatened their vendors, who were also supplying parts to Revo, that you either supply to “us” or “them” is true?

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  • Junaid Khawaja
    Mar 18, 2014 - 12:36AM

    I haven’t had a car in my life, but back in 2006, my cousin had Adam’s Revo and he used to tell me that Revo is a Chinese car and his father-in-law imported it for him. After 8 years, I came to know that it was a Pakistani car. I am quite excited about relaunch of the Revo and for sure buy one just with its release. But, I would prefer the Suzuki’s or Toyota’s used car if I feel the brand vs. price so simply make it cheaper as possible, may be 0.4 million Rupees are enough!

    Recommend

  • UK
    Mar 18, 2014 - 2:20AM

    @Dhaka:

    “Look like an 80′s car in dhaka street.”

    Sounds right. Aren’t all cars on streets of Dhaka from the 80’s or even older?

    Recommend

  • Xyz
    Mar 18, 2014 - 6:56AM

    This vehicle is a hazard and should not be allowed on the road. A flimsier vehicle has never been made. I briefly sat in one when it was first launched and was shocked that even the front windshield was not clear to see through (think well aged window glass.)

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  • Saeed A. Rana
    Mar 18, 2014 - 7:08PM

    If locally manufactured components are more than 75%, do relaunch it. Be honest and true and make the plans and finances transparent with built-in checks and balances. Surely you will be able to attract funding. Approach IFC wing of the World Bank to appraise the undertaking and consider financing.

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  • FAZ
    Mar 18, 2014 - 8:05PM

    @Xyz:
    Do you work for any of the “big three” of Pakistan Car manufacturers or assemblers, i should say? Do you know that the car that has the best resale value in Pakistan, is the one that had faulty brake system and was recalled around the world, except Pakistan. And you are talking of visibility from the front wind shield for driving a car in country where max raod speed is around 80km per hour! Give me a break man!Recommend

  • Kash
    Mar 18, 2014 - 11:16PM

    I am very surprised to listen this news that there exist a car made by Pakistan. It is good to listen that Adam group is again willing to relaunch Revo, It ll be suggested to consider the price of car if you are relaunching it.

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  • Inam shinwari
    Mar 20, 2014 - 12:43AM

    I wish to see this car again on our roads but they should think about redesigning it whole shape and should be a little cheaper then what i hearedRecommend

  • Zahid A Shah (xGM)
    Mar 27, 2014 - 11:55AM

    The car should be redesigned. It should be cheaper and more attractive. It should be like TATA NANO cheaper and attractive. Then it will be able to give tough competition to Suzuki Motors. Also hire good marketing company as Qmobile are doing.Recommend

  • Imran K
    Apr 5, 2014 - 5:18PM

    I met Mr. Feroz last year as part of financing working capital for his other company name Umer Jibran. He told us that the main reason for Adam failure was Pakistani government backing out of their promise to buy Adam Revo. In fact Japanese government threatened to take out all their investment from Pakistan if Adam had continued production. Sad very sad it is..

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