Even if you are not into cars and other automobiles, you must have come across a reel or video of an interesting person talking about the nitty-gritty of cars in an engaging way. His name is Suneel Sarfraz Munj, the co-founder of PakWheels.
The journey of PakWheels from a simple online forum to Pakistan’s largest automotive marketplace shows that if you have an understanding of the market in depth, you can smartly solve them.
Let’s dive into their journey.
The Beginning of PakWheels
PakWheels started in 2003 as a passion project by Muhammad Hanif Bhatti. At the time, Pakistan’s internet penetration was minimal, and the concept of buying a car online seemed almost absurd to most people.
PakWheels changed that perception. Just as Zameen transformed the real estate market, PakWheels has automated car buying and selling
In those early days, the website ran on basic infrastructure, and transactions happened entirely offline. PakWheels served merely as a connecting point. Sellers would post their car details, and buyers would contact them through the platform. Even this simple service filled a massive void in Pakistan’s automotive market.
Content and Marketing Strategies
The idea of PakWheels was not new, but it felt different in the context of Pakistan. When you look at their cut-throat marketing strategies, you understand why they are still dominating the industry.
The following are the strategies they have used:
Content Strategy: Education + Entertainment
PakWheels uses a ‘Content-First’ approach, which builds its authority in the market.
- Expert & Owner Reviews: Their YouTube channel has “Expert Reviews” for technical deep-dives and “Owner Reviews” so you can get the real insights.
- Short Form Content: They heavily invest in TikTok, Instagram Reels, and YouTube Shorts to capture younger demographics.
The “Ecosystem” Model
They know the pulse of the Pakistani market. The main concern of the used car market is a trust deficit. PakWheels addressed this concern through a smart ecosystem model.
- Inspection Service: By offering a 200+ point inspection report, they market a “peace of mind” guarantee. This report has become a standard requirement for many private buyers in Pakistan.
- “Sell It For Me” (SIFM): A concierge service that targets busy professionals. PakWheels handles the calls, negotiations, and paperwork in this model.
- On-Ground Events: They host Auto Shows and Car Melas nationwide to facilitate face-to-face deals.
A-List Actors & Media Personalities That are Associated with PakWheels
Apart from Sunil Munj himself, there are several A-list celebrity names associated with them. For instance:
Fawad Khan & Mahira Khan: They participated in garage tours and shared their personal car preferences.
Tabish Hashmi: The famous comedian and host did a highly popular “Owner Review” of his Hyundai Sonata.
Faizan Haqqee: A well-known host who has collaborated with PakWheels on various vlogs.
Mustafa Hanif: A prominent YouTuber who frequently collaborates with PakWheels for fun segments.
These marketing and promotional strategies worked for them because they made the super-technical industry of cars into a fun and easy one that the masses can understand.
They have bridged 3 major segments:
The “Masses”: Through actors like Fawad/Mahira to build brand aspiration.
The “Gen-Z”: Through YouTubers to stay relevant in the digital-first economy.
The “Car Purists”: Through Suneel Munj’s technical deep-dives and vintage restoration vlogs.
National and International Footprint
Today, PakWheels operates across Pakistan with physical offices in major cities, including Karachi, Lahore, and Islamabad. They’ve moved beyond just classified listings to offer end-to-end solutions.
National Footprint
PakWheels has headquarters in Lahore and physical hubs in Karachi and Islamabad. Their Inspection Service and Sell It For Me (SIFM) teams operate in more than 10 major cities.
International Expansion
They have expanded in the GCC region as well. ArabWheels.ae is PakWheels’ official international arm in the United Arab Emirates. It replicates the PakWheels model in the Arab region.
Work Hall Can Help You Build Startups Like PakWheels
At Work Hall, we understand what startups need. If you have an interesting idea and a motivated team, you can use our co-working spaces to conduct your operations. We provide the infrastructure, including high-speed connectivity and professional meeting rooms, so you can focus on scaling your vision.
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