Monday, November 30th, 2020
Home »Supplements » 14th EFP Best Practices Award On OSH » Al-Haj Automotive: The Pursuit of Excellence
Through strategic ventures in markets as diverse as automotive to textiles, Al-Haj Group is rapidly climbing the ladder of success as it seeks to become the most exclusive business conglomerate on a national and international level. Al-Haj group's success comes from its entrepreneurial roots and steadfast vision of pursuing excellence in all areas of the business.

The first Al-Haj company was launched in 1960 by the late Haji Sakhi Gul in District Peshawar, with the initial business focused on the trading of tires, textiles, electronic goods, logistics and leasing. Since then, the group has expanded into automotives, real estate, oil exploration and the Al-Haj foundry.

In the process of continuous growth under the guidance of Mr. Haji Shah Jee Gul Afridi, Chairman of Al-Haj Group, the organization delivers innovation and standards of excellence in its chosen fields to not only leave a lasting impression in these markets but also to bring in millions of dollars' worth of foreign investment and to contribute significantly to the national economy.

An integral part of Al-Haj's success story is its progression into the automotive industry. Incorporated in October 2006, Al-Haj FAW Motors Ltd is the result of a strategic partnership between FAW Group Corporation, a Chinese, state-owned automotive manufacturing firm with a history dating back to 1953. The sole distributor and progressive manufacturer/assembler of FAW Heavy and Light Commercial Vehicles and passenger cars in Pakistan, Al-Haj FAW launched its first Completely Built Units (CBUs) of HVCs which includes dump trucks, rigid trucks and prime movers.

Following this development, local production of Completely Knocked Down (CKD) FAW HCVs began in December 2011 and CBU light vehicles, mini vans and pickups were introduced in March 2012, with regular CKD production of mini vans and pick-ups was established in September 2012.

With the backing of Al-Haj Group, an organization that claims invaluable human resource coupled with leadership and the ability to make the right decisions at the right time as the keys to its success, Al-Haj FAW is set for continued success as it continues to provide local customers with high quality vehicles that meet international standards. Current products available in the company's portfolio include heavy vehicles such as Tiger V, JSM 220 Super and JSP 330 Tornado, while its light vehicles include the XPV 1000 CC minivan, 1000 CC mini pickup truck and 1300 CC V2.

All products are assembled at the company's motor plant, which boasts well-equipped spot welding lines with cutting edge welding fixtures of both Chinese and local origins to manufacture body steel (BIW) for all models being produced on site. Considered the heart of the automobile assembly plant, Al-Haj FAW's paint shop has been designed and constructed to cater to the production of exteriors in both metallic and solid finish shades to a level of excellence. The group further invested in the PT/ED paint technology to standardize the OEM process and increase the life span of the end product.

Since this investment, the company has been on par with any automobile assembler in Pakistan when it comes to production. In terms of assembly, the company has the only assembly line in Pakistan where HV and LV are assembled under one roof, while the tester line ensures assembled vehicles pass stringent quality checks and adjustments that conform to international standards. With the inspection line imported from Italy, customers can trust they will receive a good quality vehicle with zero defects at a competitive price.

With FAW becoming the fastest growing automotive brand in Pakistan, FAW vehicles have become the first choice in haulage for leading petroleum companies such as Shell, Total, Chevron and Pakistan State Oil.

In 2017, Al-HAJ group signed an agreement with Hyundai Motors to assemble & distribute Heavy & medium trucks and luxury buses in Pakistan to lead their progression in the automotive industry. Al-Haj Group's expertise and knowledge of local automobiles market, corporate rules and regulations, human resources, marketing tactics combined with Hyundai as a worldwide renowned brand famous for its innovation, safety, and quality is making raves in the heavy-duty truck and bus market as it meets the demand and supply chain.

In August, 2018, Al-Haj expanded further by signing an agreement at Proton Motors Head Office in Kuala Lumpur for exclusive assembling and distribution of Proton Vehicles in Pakistan. Through this agreement, Al-Haj will introduce modern and technologically advanced Proton vehicles including hatchbacks, sedans, crossovers, SUVs and MPVs in Pakistan.

As Al-Haj Automotive seeks to become a market leader in Pakistan's automobile industry, they will continue to invest in equipment and machinery while also boosting its dealership network to ensure customers are not only satisfied with the quality of their cars but also the service they are provided. With this customer-centric ethos stretching throughout the diverse branches of Al-Haj, the group is certain to continue achieving many milestones in the years to come.

Copyright Business Recorder, 2019


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