| Toyota
maintains the lead, sells 22, 941vehicles in ‘07
• Corolla contributes over 40%
By Sun News Publishing
Friday
March 14, 2008
Since taking a cue from own slogan – Take the Lead
– by racing ahead of the competition in the local market
some years ago, Toyota (Nigeria) Limited has not only been
maintaining the lead, but has also been widening the margin.
Latest statistics made public by Toyota Motor Corporation
(TMC), Japan, recently, showed that the brand sold 22, 941
vehicles in 2007, which is about 40 percent of the volume
of new vehicle imports by all the auto marketers in the country
for the year.
Unconfirmed sources disclosed that about 50,000 new vehicles
were officially imported into the country last year, meaning
that Toyota alone accounted for nearly half of the imports
and sales in the market.
Insight into Toyota’s performance in Nigeria was given
by the TMC general manager, Africa division, Mr. Takashi Sakai,
during the recent launch of the New Generation Corolla at
the Expo Hall, Ocean View Restaurant, Victoria Island, Lagos.
He remarked: “In the year 2007, 22, 941 Toyota cars
were sold in Nigeria and Corolla contributed nearly 50 percent
of this volume. Toyota Nigeria thus has registered a 45 percent
(increase) and stays as the number one in this market. Ichi-Ban
as we say in Japanese or Ipo Ikinni (number one in Yoruba)
as here in Nigeria”.
Sakai was right, for the year before the last (2006), Toyota
sold 15, 428, which were, on its own represented an impressively
sharp rise from the figures of the previous years which were
below 2,000.
The TMC general manager did not forget to note with glee:
“The success story in Nigeria is not only achieved by
our high quality of manufacturing, but also by a strong sales
network in Nigeria.”
He also acknowledged the astute leadership of ‘Mr. Toyota’,
Chief Michael Ade. Ojo, who is the chairman of Toyota Nigeria
and the force behind the brand in the country, “I would
like to thank Toyota (Nigeria)Limited for their persistent
efforts as the authorized distributor in Nigeria, with the
strong leadership of Mr. Toyota, Chief Michael Ade. Ojo”.
Interplaying in Toyota’s favour in Nigeria, as in other
markets in the world, are are excellent brand image, good
product mix (quality vehicles in almost all the segments),
impressive performance by each of the vehicles, reliable after-sales
back-up and an integrated marketing drive. With the Hiace
and Yaris still doing very well in the market, TNL has been
launching new products into the market to beef up the Toyota
line-up. Since the beginning of the year, for instance, the
company has launched the New Generation Corolla and the latest
Landcruiser to satisfaction of the customers.
What the current trend means, according to auto market watchers,
is that Toyota is on the way to further widening its led.
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