When Will Innoson Motors Overcome Low Self-Esteem?

Innoson Vehicle Manufacturing (IVM) prides itself as Nigeria’s first indigenous car makers/brand, with over 70% of its car components fabricated in Nigeria and the other 30% sourced from technical partners in Asia.  The IVM brand (Cars, Buses and Jeeps) has taken off in Nigeria and can be spotted on many roads across Nigerian cities. Innoson has also emerged as major vehicle suppliers to Nigeria’s Security agencies. Innoson’s current production capacity stands at 10,000 vehicles per annum, however its founder Innocent Chukwuma recently announced that the company is aiming at 60,000 vehicle per annum, after the acquisition of ultra-modern automated factory equipments.

Innoson Car Assembly line

A clear data on Innoson’s sales records is not available; we are not sure of how many cars the company has sold since inception. We are only aware that there’s been some decent Government patronage over the years.

Nigeria Brand Police believes that Innoson’s survival lies in its ability to expand customer base across Nigeria and beyond, into other African markets, especially in neighboring West Africa.

Unlike international vehicle brands like Toyotas, Honda, Kia ,Ford, Innoson (IVM) seems to be reluctant in embracing full swing advertising targeted at local and international markets. We have not seen top quality television commercials; there has been no attempt at celebrity brand endorsements, major Billboards with compelling pay-off-lines and banners are nowhere to be seen. One gets the impression that Innoson is not yet ready, or that the company has doubts about its own capacity to meet up with increased demand.

We acknowledge that the company has made some good in-roads via Social media especially through Twitter engagements. But we need to see more.

Innoson Vehicle Manufacturing carries the Nigerian flag with it; prospects of Nigeria’s industrialization will look brighter when indigenous brands like Innoson get their acts together.