Moses Akaigwe

The award of the exclusive distributorship for the Bajaj 3Ws and 4Ws tricycle business in Nigeria to the Stallion Group will go a long way in empowering Nigerians to be self-reliant, in addition to impacting positively on the economy of the country.

Coming on board the Stallion Group stable also provides a veritable platform for Bajaj, a dominant tricycle brand with over 70 percent market share in many populous countries, to exploit its vast potentials for growth, and with time, re-enact its success story in the local market.

 

This was the projection by Manish Rohtagi, Managing Director of Bajaj Auto Keke Ltd, a member of the Stallion Group, while giving insight into the new partnership between the popular conglomerate and the renowned three-wheeler brand for the distribution of its Keke Marwa {also called Keke NAPEP} in Nigeria.

In an interview in Lagos, Rohtagi described the partnership as economically beneficial, saying that as a time-tested conglomerate with over 50 years of impacting on the Nigerian economy, Stallion brand is now a household name touching lives daily with its long list of locally made products. The Group also employs thousands of Nigerians directly and indirectly.

 

On the other hand, the Managing Director disclosed that, loved in 70 countries, Bajaj is a world leader in the intra city vehicle space, in addition to standing for integrity, dedication, resourcefulness and determination to succeed.

 

“With similar brand ethos, we believe that this alliance will go a long way in empowering Nigerians to be self-reliant and improve the interests of the stakeholders, be it employees, dealers, distributors, vendors, mechanics, unions, logistic operators or bankers,” he remarked.

 

Rohtagi, however, explained that the immediate task is to establish and forge long term partnership with the dealers and the value chain, hinting that about 5 million Nigerians would in the next five years be taken off the unemployment market through the “ecosystem.”

 

According to the Bajaj Auto Keke Ltd helmsman, Stallion Group is not unmindful of the need for finance packages to ease purchase of the tricles in view of the effect of the global economic downturn on many sectors even locally. “Our customers are the ones who are most impacted by the pandemic as a lot of them are daily wage earners.

 

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“Owning a tricycle in these times could be impossible if not supported through micro finance banks and non-banking finance companies that come forward to support them through hire purchase. In terms of financing packages, we have many MFB’s and financing partners who are committed to supporting their purchases on best viable terms.”

As the world leader, especially in populous countries like India, Argentina, Columbia and many other Asian and Latin American markets, Bajaj has extended its dominance to the northern and north central parts of Nigeria, as well as many states in the east with dominant market share of over 85 percent, he said in the interview.

 

This, Rohtagi admitted, demands that a lot of premium be placed on sustaining the success streak, especial;;y in terms of providing efficient after-sales support for the Baja products users, including supply of genuine replacement parts nationwide.

“Our focus has always been in keeping our employees and dealers satisfied. The core of our strategy in non-leading markets would revolve around our channel partners. The Nigerian customer is well informed, and they have a keen eye for value for money and support by the company…

 

“After-sales service and spare availability have been the backbone of Stallion Group Flagship brands like Honda, Hyundai, Nissan, Changan, Ashok Leyland, KYC, Skoda, Volkswagen, Audi and Porsche. Service is one of the core strengths and the investment in state of the art sales and service facilities to support the topical requirement justifies the commitment towards the customers.

“We have well established processes which are laid down by Bajaj Auto based on experience on product and customer requirements. We will have a dedicated network of service and spares which will be handled by highly trained Nigerians engineers and technicians. Highest level of craftsmanship is what one can see in our dedicated team of engineers and technician.”

 

He also reacted to the habit of admitting one passenger in front by some commercial tricycle operators, and how Bajaj is addressing it. “The seat is strictly designed and meant for the driver alone. We have options of protective covers and flexible doors for further safety which may come with additional cost.

 

“The primary objective for the product is to make it affordable, safe and easy mode of transportation for the people. The people have fewer options for public transport like the commercial motorcycle (okada), the tricycle and small buses {danfo. Keke is one of the safest, comfortable and fastest commute available with least environmental impact.

“Bajaj will be offered in different engine and body dimensions. What we are bringing to the market are models that are technically modified and are more innovative than mere aesthetic makeovers. We do not want to experiment on the consumers’ safety and comfort by bringing in new things indiscriminately when it will not serve a purpose.

“We have a defined plan for introducing the new 3W and 4W segment. The 4W, Qute is an example of innovativeness that is not only fuel-efficient and eco-friendly, but also a very safe and comfortable commute for intra-city travel in cities like Lagos.

“In the last two years, I have travelled round the country to engage with customers and seek their feedback. I have observed that Bajaj is a dominant player in many states, including the hinterlands, and in some of these places, the road severity is very high in comparison to the south-eastern parts of the country.

“So, if it stands the test of those markets which are affected by severe harmattan, heat and poor infrastructure, then the product is definitely the most durable and rugged with great performance.’