Yousuf Dewan Companies, one of the Pakistan’s most prominent business houses, entered into a joint venture with Kolao Group of South Korea in April 2016. The new joint venture company ‘Daehan-Dewan Motor Company’ (DDMC) unveiled Daehan Shehzore, the immensely popular pick-up, as it resumes its production at its automotive assembly plant in Sujjawal, Sindh. The factory rated at 20,000 units per annum on double shift basis is one of the best in Pakistan equipped with CED paint-shop with painting robots a technology that ensures complete rust protection and high-quality painting.
This development was made possible after Dewan Farooque Motors Limited (DFML) received a coveted Brownfield status from Ministry of Industries and Production. The un-veiling of Daehan Shehzore took place at the Mohatta Palace, Karachi in a grand ceremony on 25th February 2018. This grand launch ceremony was attended by honourable Minister for Interior, Planning, Development and Reforms Mr. Ahsan Iqbal, Chaiman Kolao Group Mr. Oh Sei Young, Government Officials, members of diplomatic corps, industry leaders, media and other dignitaries.
The Automotive Development Policy (ADP-2016-2021) has generated tremendous interest in Pakistan’s automobile market and is expected to promote healthy competition in the sector leading to increased choice for customers. DDMC (DFML) has been awarded the brownfield incentive resulting in revival of DFML’s automobile plant, which was not in operation since 2010 due to pull-out of manufacturing partner from Pakistan. Back in operation now the plant will start manufacturing the locally product Daehan Shehzore, the famous pick-up followed by other light commercial vehicles and SUV’s. The revival has already resulted in creation of hundred on jobs at the assembly plant and many more at vendors, suppliers, and strong ‘3S’ dealership across Pakistan.
This new vehicle continues the legacy of DFML’s immensely popular and trusted SHEHZORE brand, meeting the rising demand of durable commercial vehicles in Pakistan. SHEHZORE pick-up’s 2.6L reliable fuel-efficient diesel engine, dual rear-wheel pick-up features a 10 feet cargo deck length, 1+2 seating capacity, wider interior room and storage space and newly added convenience and safety features. Daehan Shehzore pick-up comes with a beautiful exterior design featuring an aerodynamic cabin, front-opening maintenance panel, stylish head lamps and stylish fog lamps. The low-flooring, three-sided droppable deck delivers maximum loading and un-loading efficiency. Many of vehicles essential components such – such as tyres, battery, seats, rear deck and exhaust system etc, – are locally produced in Pakistan supporting economic activity and creation of employment at local vendor level.
Speaking at the occasion, Mr. Dewan Muhammad Yousuf Farooqui, Chairman Yousuf Dewan Companies, said; “Shehzore pick-up in the most popular light commercial vehicle in the automotive industry of Pakistan. With over 50,000 units in operation, Shehzore has become a generic name for pick-ups in the country”. Mr. Farooqui further said that; “the development was made possible by the acquisition of Brownfield status from the Ministry of Industries and Production, the Engineering Development Board and the Board of Investment”.
“The Joint Venture Agreement (JVA) with Kolao group will help us to keep our promise of delivering only the best-quality vehicles to our trusted customers as we stay committed to contributing our best to our motherland’s socio-economics development” he added.
At the occasion, Mr. Oh Sei Young, Chairman of Kolao Group and joint venture partner in Daehan-Dewan Motor Company’ (DDMC) said; “I am confident that the Daehan Shehzore pick-up will achieve the desired result and will assure you that the Kolao Group will consistently provide full support to this joint venture agreement (JVA). I am positive that the comeback of Shehzore pick-up under Daehan will regain market leadership in its segment”.
The chief guest on this occasion Mr. Ahsan Iqbal, honourable Minister for Interior, Planning, Development and Reforms said; “The government through Automotive Policy is committed in extending full support to the local automotive industry of Pakistan. The policy has already attracted significant investment of over US$ 800 million. I congratulate Dewan Yousuf and his team for their relentless efforts to revive their automotive assembly plant and wish them goo luck in the future”.
As the DFML assembly plant resumes production, the launch of Daehan Shehzore pick-up will be followed by the introduction of other high-quality light commercial vehicle and SUV’s in near future. The company believes that CPEC-linked infrastructure development across Pakistan is set to send the country’s economic activity to new highs with an immense increase in demand for commercial vehicles to meet which DDMC is all geared-up.
Immediately after the inaugural speeches the honourable Minister for Interior, Planning, Development and Reforms Mr. Ahsan Iqbal along-with Mr. Dewan Muhammad Yousuf Farooqui, Chairman Yousuf Dewan Companies unveiled the vehicle Daehan Shehzore pick-up. He also sat in comfortable cabin of it Daehan Shehzore pick-up with Mr. Dewan Muhammad Yousuf Farooqui briefing the honourable Minister on the finer aspects of the newly launched vehicle.
After the launch, traditional dances of Pakistan and Korea were soothing and treat for all the attendees, who were then treated to a lavish dinner. The epitome of this grand launch ceremony of Daehan Shehzore was a musical performance by the legendary Pakistan rock/pop band “Strings” who are celebrating their 30 years in existence. Strings mesmerize the crowd for nearly two hours with their excellent, near perfect, memorable and nostalgic performance.