Yousuf Dewan Companies, one of Pakistan’s most prominent business houses, entered into a joint venture with the Kolao Group of South Korea in April 2016.  The new JV Company, Daehan-Dewan Motor Company, unveiled Daehan SHEHZORE, the immensely popular pickup, as it resumes vehicle production at its automobile assembly plant in Sujawal, 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 the coveted Brownfield status from the Ministry of Industries and Production. The unveiling of Daehan SHEHZORE pickup took place at Mohatta Palace Museum, Karachi in a grand ceremony on 25th of February, 2018. The ceremony was attended by the Honourable Minister for Interior, Planning, Development and Reforms, Mr. Ahsan Iqbal, Chairman Kolao Group Mr. Oh Sei Young, government officials, members of diplomatic corps, industry leaders, media, and other dignitaries. 

The Automotive Development Policy (ADP 2016-21) has generated tremendous interest in Pakistan’s automobile market and is expected to promote healthy competition in the sector leading to increased choice for the customers. DDMC (DFML) has been awarded the Brownfield incentive resulting in revival of DFML automobile assembly plant which was not in operation since 2010 due to the pull-out of manufacturing partner from Pakistan. Back in operation now, the plant will start manufacturing the locally produced Daehan SHEHZORE, the famous pickup, followed by other light commercial vehicles and SUVs. This revival has already resulted in creation of hundreds of jobs at the assembly plant and many more at the vendor, supplier and the strong ‘3S’ dealership network across Pakistan.

The 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 pickup’s 2.6L reliable fuel-efficient diesel engine, dual rear-wheel pick-up features 10 feet cargo deck length, 1+2 seating capacity, wider interior room and storage space, and newly added convenience and safety features. Daehan SHEHZORE pickup comes with a beautiful exterior design featuring an aerodynamic cabin, front-opening maintenance panel, and stylish head and fog lamps. The low-flooring, three-side droppable deck delivers maximum loading and unloading efficiency. Many of the vehicle’s essential components – such as tyres, battery, seats, rear deck, and exhaust system etc. – are locally produced in Pakistan supporting economic activity and creation of employments at the local vendor level.

Speaking at the occasion, Mr. Dewan Muhammad Yousuf Farooqui, Chairman Yousuf Dewan Companies, said: “SHEHZORE pickup is the most popular light commercial vehicle in the automotive history of Pakistan. With over 50,000 units in operation, SHEHZORE has become the generic name for pickups 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, a landmark achievement for which he thanked the Ministry of Industries and Production, the Engineering Development Board, and the Board of Investment. “The JVA with Kolao group will help us 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 socioeconomic development,” he added.  

At the occasion, Mr. Oh Sei Young, Chairman Kolao Group and the Joint Venture Partner in Daehan Dewan Motor Company, said: “I am confident that the Daehan SHEHZORE pickup will achieve the desired results and assure you that the Kolao Group will consistently provide full support to the JVA. I am positive that the comeback of SHEHZORE pickup under Daehan will regain market leadership in its segment.” 

The Chief Guest Mr. Ahsan Iqbal, Minister for Interior, Planning, Development and Reforms, said; “The government through the Automotive Policy is fully committed to 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 good luck in the future.”

As the DFML assembly plant resumes production, the launch of Daehan SHEHZORE pickup will be followed by the introduction of other high-quality light commercial vehicle and SUVs 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.