If anyone is ever told today that there was a time when Toyota cars were least considered in the Nigerian market, it’ll seem almost impossible to believe. But, that’s the story of Toyota in Nigeria as it has had to compete with the likes of European and American brands like Peugeot, Volkswagen, Volvo, Ford, Mercedes-Benz, etc.
However, its popularity in the Nigerian market began to grow with the entrance of people like the legend of Nigeria’s auto industry, Chief Michael Ade Ojo. What Chief Michael Ade Ojo did was introduce the business of Toyota cars through his company Elizade Motors.
Subsequently, companies like Wextex and Globe Motors followed suit. Before then, Japanese cars were not duly recognized by the federal government of Nigeria, which meant they were considered not good enough for the Nigerian market. Today, the narrative has changed because hardly is any corner in Nigeria that Toyota has not infiltrated.
Some Toyota cars you’ll randomly spot on Nigerian roads include; the Corolla, Camry, Avensis, Avalon, RAV4, Highlander, Matrix, Venza, Prado, Land Cruiser, 4Runner, Hilux, Tacoma, Hiace, Sienna, Dyna, and the Lexus SUV and sedan models such as Lexus 300, 330, 350, 460, 470.
Below are some of the reasons Toyota went from being unrecognized in Nigeria to dominating the scene.
Ease Of Maintenance
Unlike other car models currently available in Nigeria, one reason Toyota cars stand out and maintain a strong stance on Nigerian roads is the ease of maintenance. They are made with the most straightforward technology that even an inexperienced mechanic can handle.
Economy Of Brand
Having a Toyota car is affordable and a good economy for many Nigerians. You don’t need to break the bank to afford one, fix one or buy spare car parts for one.
With regular servicing, changing the shock absorber, and monitoring of other parts of the car, it serves good use at an affordable cost for many.
Efficiency Of The Brand
Although many Nigerians find Toyota cars easy and affordable to maintain, it still does not take away the efficiency of this car. Toyota cars, just like every other car, are made with quality products. And for many Nigerians looking for efficiency and affordability, Toyota is always an option. This is because owning an affordable yet efficient car is everyone’s goal.
Durability Of The Brand
If you are looking for an affordable yet efficient car that can withstand wear, tear, pressure and damage, Toyota is on the list. Many Nigerian drivers and car owners love the brand because it suits Nigerian roads, and drivers don’t have to worry about encountering so much pressure.
In-Demand Brand
For car dealers, Toyota is a good business. Car dealers don’t need to worry about making sales because there’s always someone ready to purchase a Toyota at any time.
Toyota cars, whether new or fairly used, are a good market in Nigeria. All the buyers require is that they’re in sound condition. So, car dealers note that Toyota and Lexus cars don’t stay long before being sold.
The Resale Value
Despite how long an owner of a Toyota car has it, it can still be resold at a reasonable market value. While there’s the possibility of the price dropping, it doesn’t take away that the resale brings it substantial value.
Conclusion
In the minds of many Nigerian car owners, Toyota builds trust. It’s an exciting fact to realize how it has dominated the marketing for a brand that wasn’t given attention three decades ago.
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