For one, Atlas Honda retains its market leadership and in fact, has grown market share—which has gone up from 62 percent during the first half last year to 68 percent this time. Even when volumes are dropping, Honda remains ahead of the curve, and this is testament to its brand reputation in the market. Revenue per unit sold rose by 10 percent as price increases kicked in. This is another reason why volumes have dropped.
| Atlas Honda Limited (ATLH) | |||
| Half Year | April-September | ||
| Rs (mn) | 2019 | 2018 | Chg |
| Revenue | 41,303 | 41,156 | 0.4% |
| Cost of Sales | 38,279 | 37,391 | 2.4% |
| Gross Profit | 3,024 | 3,764 | -19.7% |
| Administrative expenses | 330 | 318 | 4% |
| Selling & Marketing expenses | 1,013 | 927 | 9.2% |
| Other operating expenses | 157 | 202 | -22.5% |
| Other income | 539 | 435 | 23.9% |
| Profit from operations | 2,066 | 2,763 | -25.2% |
| Finance cost | 13.9 | 11.0 | 25.7% |
| Share of profit of an associate- net of tax | 2.5 | 11 | -77.1% |
| Profit before tax | 2,052 | 2,752 | -25.4% |
| Taxation | 639 | 811 | -21.2% |
| Net profit for the period | 1,413 | 1,941 | -27.2% |
| Volumes (units) | 526,154 | 577,980 | -9.0% |
| Earnings per share (Rs) | 11.38 | 15.65 | -27.3% |
| GP margin | 7.3% | 9.1% | -20.0% |
| Operating margin | 5.0% | 6.7% | -25.5% |
| NP margin | 3.4% | 4.7% | -27.5% |
| Source: PSX/PAMA | |||
Generally, higher fuel and power costs and rupee value against dollar (depreciated 35% since Apr-18) added to the cost burden due to which margins slipped to 7.3 percent from 9.1 percent. However, the company runs a tight ship. It has kept a good control over its overheads as administrative, marketing and operation expenses remained 4 percent of revenues—same as last year. Despite higher interest rates, the company’s finance costs are less than 0.1 percent of revenues.
Further increase in input costs may push the company to raise prices a tad more, though the competition in the sector is intense (especially in the segment of motorcycles targeting middle to low-middle income groups), as many more (and cheaper) motorcycle players are operating in the same segment. This might dissuade the company from raising prices that in turn will affect the top-line and ultimately, margins. Though Honda’s growing market share may reject the notion that when incomes slide, consumers go for more affordable products since evidently, Honda’s reach remains intact. Demand outlook is not rosy though and it is particularly critical for the motorcycle buying segment in rural areas and low middle income urban areas. Tough times are here, but they are not nearly as bleak as other segments within the automotive industry.