PakWheels.com has been conducting automobile industry surveys during recent years and is a pioneer in the field. The 2014 edition of the survey was a big leap from the past where we almost doubled our pool of respondents. The survey covered all aspects of the industry, mainstream and otherwise. The data that we’ve gathered covers the public’s spending habits, driving habits, expectations, requirements and routine practices in terms of the automobile sector in Pakistan. Products associated with the automobile sector were also included in the survey, including motor oils, insurance companies, tracking companies and radio channels. The first part of the survey asked users to rate the cars that they own or use the most. These ratings, which also lead to the crowning of awards, were purely based on these users’ experiences. The second part of the survey included users’ perceptions, regardless of what brands they used or owned. This gave us insights into how people view different brands available in Pakistan and what they think of those brands. This report analyses all data collected and extracts useful information for consumers and stakeholders of the automobile industry in Pakistan.

1. 2014
AUTOMOBILE
INDUSTRY
SURVEY

2. PAKISTAN’S #1 AUTOMOBILE WEBSITE
B U Y . S E L L . D I S C U S S

3. ABOUT
PAKWHEELS
Founded in 2003, PakWheels.com has become Pakistan's #1 Automobile Portal. Over the years, the
website has helped millions of Pakistanis buy & sell cars and bikes, read automotive reviews and news,
check automotive prices and find solutions to all their automotive needs.
Think Wheels. Think PakWheels.
Automobile Industry Survey 2014
40%OF PAKISTAN’S
INTERNET
POPULATION
VISITS US
250
MILLION
PAGEVIEWS
25
MILLION
VISITORS

4. PROVINCE
BREAK-UP
The data is proportional to population figures of all
provinces. Islamabad is the only exception with a much
higher response rate than it’s actual population share.
Automobile Industry Survey 2014
10,436
Total Number of
Respondents
PROVINC
E
BREAK-
UP

5. Automobile Industry Survey 2014
AGE
BRACKETS
90%Aged Between 18 & 50
INCOME
BRACKETS
Income levels are more or less
evenly distributed across all
participants.
5% UNDER 17
30% 18-24
21% 25-29
30% 30-39
10% 40-49
4% 50+
28% UNDISCLOSED
5% 0-10K
8% 10-20K
16% 20-40K
18% 40-70K
11% 70-100K
7% 100-150K
8% 150K+
AGE
BRACKET
S
INCOME
BRACKET
S

6. AUTOMOBILE
CONSUMERS
Some participants do not own, drive or use cars very often.
Data from such participants was used to gauge the industry from a third person’s
perspective.
Automobile Industry Survey 2014
77%Car Owners
90%Car Drivers
94%Respondents play
a role if and when
buying a car.

7. LICENSING &
REGISTRATION
A significant number of people do not follow the law and admitted to doing so in
the survey. The most alarming figure was the number of underage drivers on
Pakistan’s roads.
Automobile Industry Survey 2014
23%Drive without a
driving license.
76%Underage (under 18)
respondents drive cars.
2%Drive unregistered
cars.

8. BUYING &
SPENDING
TRENDS
It is interesting to note that most of the participants claimed to have bought
second hand cars.
Automobile Industry Survey 2014
55%
Respondents
said their cars
were bought
second hand.
32% Respondents said their cars were bought
brand new.
65%New cars were bought with full cash
payment upfront.
24%New cars were bought through car
financing or a loan.

9. CAR
PRICES
Automobile Industry Survey 2014
50% spent < 1 Million.
30% spent < 2 Million.
7% spent < 5 Million.
3% spent > 5 Million.
10% did not disclose this information.
CAR
PRICES
80%
Spent under PKR 2 million on buying a car. 10%
did not disclose their range and only 10% spent
more than PKR 2 million.

10. MARKET
SHARE
Automobile Industry Survey 2014
MARKET
SHARE
(BRANDS)
25% HONDA
33% SUZUKI
28% TOYOTA
14% OTHERS
86%
Market is dominated by Honda, Suzuki and Toyota.
This number includes imported vehicles.
MARKET
SHARE
(MODELS)
10% CITY
13% COROLLA*
12% CIVIC
10% MEHRAN
8% CULTUS
47% OTHERS
*Xli & GLi (1.3L) Variants

11. IMPORTANT ASPECTS
WHEN BUYING A CAR
Participants were asked to rate the importance of the following 11 aspects when
buying a car. Contrary to popular belief, resale scored less than safety and fuel
efficiency.
Automobile Industry Survey 2014
DRIVE/RIDE QUALITY
4. VALUE FOR MONEY
5. SAFETY
6. INTERIOR FEATURES & ACCESSORIES
7. INTERIOR DESIGN
8. EXTERIOR DESIGN
9. RESALE
10. COST OF OWNERSHIP
11. AFTERSALES SERVICE
1
2
3
FUEL EFFICIENCY
COMFORT

12. AUTOMOBILE
BRAND
PERCEPTION
Participants were asked to rate local brands for the following criteria. Toyota and
Honda made it to the top.
Automobile Industry Survey 2014
POPULAR
BRAND
UNIQUE
BRAND
HIGH QUALITY
BRAND
OVERPRICED
BRAND
1. TOYOTA
2. HONDA
3. SUZUKI
1. HONDA
2. TOYOTA
3. SUZUKI
1. HONDA
2. TOYOTA
3. MITSUBISHI
1. HONDA
2. TOYOTA
3. SUZUKI

13. Automobile Industry Survey 2014
CAR
INSURANCE
75%Do not have insurance.
CAR
TRACKING
75% NONE
5% EFU
3% ADAMJEE
8% UNDISCLOSED
9% OTHER
78% NONE
3% C-TRACK
2% TRACKING WORLD
11% UNDISCLOSED
6% OTHER
INSURANCE
COMPANIES
TRACKING
COMPANIE
S
78%Do not have a tracker.

14. Automobile Industry Survey 2014
MOTOR
OILS
82%
Respondents do not
prefer motor oil from
their 3S dealers.
RADIO
CHANNELS
26%Respondents do not listen to radio.
OVER
CALTEX1
2
3
SHELL
ZIC
HUM FM106.21
2
3
CITY FM89
FM100

15. ABOUT THE
SURVEY 2014
PakWheels.com has been conducting automobile industry surveys during recent years and is a pioneer in
the field. The 2014 edition of the survey was a big leap from the past where we almost doubled our pool
of respondents. The survey covered all aspects of the industry, mainstream and otherwise.
The data that we’ve gathered covers the public’s spending habits, driving habits, expectations,
requirements and routine practices in terms of the automobile sector in Pakistan. Products associated
with the automobile sector were also included in the survey, including motor oils, insurance companies,
tracking companies and radio channels.
The first part of the survey asked users to rate the cars that they own or use the most. These ratings,
which also lead to the crowning of awards, were purely based on these users’ experiences.
The second part of the survey included users’ perceptions, regardless of what brands they used or
owned. This gave us insights into how people view different brands available in Pakistan and what they
think of those brands.
This report analyses all data collected and extracts useful information for consumers and stakeholders of
the automobile industry in Pakistan.
Automobile Industry Survey 2014

16. PAKWHEELS.COM
Lower Ground Floor, Leeds Center
Main Boulevard, Gulberg
Lahore, Pakistan.
(042) 111 - WHEELS
(042) 111 - 943357
marketing@pakeventures.com