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How They Are Competing For Market Share
Chinese car brands are competing with established brands in Nigeria. They are competing with other top Japanese manufacturers like Toyota and Honda. Five prominent Chinese car brands have a strong presence and growing demand in the Nigerian market, including Changan, Geely, GAC, Chery, and BYD. These brands offer a diverse range of vehicles, such as the Changan CS series (CS15, CS35 Plus, CS75, CS95), the Geely Coolray and Monjaro SUVs, various GAC SUV models, and popular BYD electric vehicles.
Historically, many Nigerians have preferred traditional Japanese or German cars over Chinese brands. This perception is gradually changing as Chinese automakers introduce features that attract more consumers. Chinese cars are not just affordable; they also incorporate advanced automotive technology. Many models are equipped with cutting-edge features, such as advanced driver-assistance systems (ADAS) and state-of-the-art infotainment systems.
Additionally, Chinese manufacturers are increasingly integrating smart technology into their vehicles, providing seamless connectivity with smartphones and smart home devices, which enhances the driving experience.
When it comes to producing affordable vehicles, Chinese manufacturers often outpace competitors from other countries. The value offered by Chinese cars makes them an appealing option for budget-conscious buyers. Here are some of the Chinese car brands available in the Nigerian market:
GAC MOTORS
GAC Motors, short for Guangzhou Automobile Group Co., Ltd., is a major Chinese car company based in Guangzhou, Guangdong. Established in 1954, it is now one of the largest car manufacturers in China. GAC Motors has gained popularity in Nigeria, especially after the Governor of Lagos State, Babajide Sanwo-Olu, invited them to set up a plant in Ojota, Lagos. They plan to establish a fully automated manufacturing plant in the Lekki Free Trade Zone and introduce their vehicles to the Nigerian market. Represented by CIG Motors Co. Nigeria, Ltd., GAC Motors sells its cars in Nigeria under the Trumpchi brand.
GAC Motors has three main models that are well-known in Nigeria: the GAC GS4, GAC GS8, and GAC GA3S.
The GAC GS8 is a spacious SUV that comfortably accommodates seven people and is known for its luxury and comfort, blending Chinese design with European reliability. It competes strongly with other large SUVs like the Honda Pilot and Toyota RAV4 in Nigeria.
The GAC GA3S is a smaller car, ideal for small families, offering good fuel efficiency and practicality. Although it may not be the cheapest option, it is reliable and functional.
The GAC GS4 is a compact SUV available in traditional, hybrid, and electric versions, making it particularly suitable for the hectic city life in Lagos, as it is robust, affordable, and easy to maneuver in traffic.
CHERY CARS
Chery Nigeria was established through a partnership between PAN Nigeria Ltd. and Chery Automobile Co. Ltd. of China. This Nigerian car company has been selling sedans and SUVs in Nigeria for over 20 years. Among their popular models is the Arrizo, a sedan featuring a 1.5-litre engine and a fuel-efficient CVT gearbox. The Tiggo 4 is a crossover SUV equipped with a 1.5-litre turbocharged engine, known for its low emissions and excellent fuel economy. Additionally, there is the Tiggo 8, a seven-seater SUV that comes with a highly efficient Honeywell turbocharger and a BorgWarner DVVT engine.
Chery made history as the first Chinese car brand to sell vehicles internationally, and now they have entered the Nigerian market, offering a full range of vehicles to interested buyers.
MAXUS CARS
Maxus is a Chinese vehicle brand fully owned by SAIC Motor, a major Chinese automaker. Maxus specializes in manufacturing both commercial and passenger vehicles. The brand has partnered with Mikano Motors, a leading automotive company in Nigeria. Maxus was originally a British brand dating back to 1896, known for its commercial and passenger vehicles. It was acquired by SAIC Motors in 2010. Now, Maxus is entering the Nigerian market with its mid-size pickup truck, the T60. The T60 offers advanced technology and is available in three gasoline variations with both manual and automatic options. It is powered by Mitsubishi engines and features a Borg-Warner 4WD system. Mikano Motors will assemble the T60 locally in Nigeria.
Overall, the partnership between Maxus Autos and Mikano Motors aims to provide Nigerian customers with reliable vehicles and excellent after-sales services.
GEELY AUTO
Geely Auto Group is another prominent Chinese car brand in Nigeria. Located in Hangzhou, China, it has been manufacturing cars since 1997 under the Zhejiang Geely Holding Group. Geely specializes in SUVs, crossovers, sedans, and MPVs. Notably, they own the Volvo Car Group and hold a significant stake in Daimler AG. Geely is committed to producing high-quality vehicles with advanced technology, evident through its five global R&D centers located in Hangzhou, Ningbo, Gothenburg, Coventry, and Frankfurt. In Nigeria, Mikano International Limited has formed an exclusive partnership with Geely Automobile International Corporation, making it the sole strategic partner of Geely Automobile in the region.
One standout model available in Nigeria from Geely is the Coolray, a premium SUV that combines a sleek, sporty exterior with a luxurious, tech-filled interior. The Sport Plus trim includes features like a fully automatic parking assistant and a 10.25-inch full HD touchscreen for seamless connectivity and control.
DONGFENG (DFSK)
Dongfeng, also known as DFSK, offers a versatile range of vehicles catering to both personal and business needs. Models like the Glory 580 are recognized for their functionality, comfort, and modern design at attractive price points.
BYD (BUILD YOUR DREAMS)
BYD leads the electric vehicle (EV) segment and introduces innovative technologies to Nigeria. With a growing interest in sustainable mobility, BYD’s hybrid and electric models exemplify the future of transportation in the country.
–Isaac Abimbade
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