Why Toyota Is The Most Used Car In Nigeria

Toyota vehicles have come to stay in Nigeria with over three decades of presence in the largest economy in Africa.

Toyota, like other car brands, Suzuki, Honda, Mitsubishi, Nissan and many others were looked down on as brands by people that their spare parts price is at a high rate and not affordable and scarce in the market.

For some decades Nigerians were only interested in European and American brands such as Peugeot, Volkswagen, Volvo, and Mercedes Benz, with American models like Ford, General Motors, and Chrysler competing strongly with the European brands.

However, people have the belief that Toyota products are stronger, luxurious, economical and durable even the spare parts are easy to get anywhere in the country and also cheaper than other brands.

In the 70s Toyota dealership in Nigeria was perceived as a wrong investment by many until the legend of the Nigerian auto industry, Chief Michael Ade Ojo, through his company Elizade Motors came into the business of Toyota.

The arrival of the Japanese brands spearheaded by Toyota changed the equation later on. To prove that these Japanese cars were not reckoned with then, none of them was considered by the Federal Government when it set up plants to produce passenger cars, buses, and trucks. In establishing these plants, Peugeot and Volkswagen were set up to produce passenger cars, small pickups and mini-buses while Mercedes Truck Manufacturers were set up to produce large buses, trucks and tractors.

The narrative changed when Japanese models that were not only efficient and durable but also luxurious and highly economical. Since then Toyota has never ceased to take the lead by dominating the market with its array of models both in the new and used car market segments.

At the moment, eight out of every 10 passenger cars on Nigerian roads is either a Toyota or Lexus (Toyota family). These include models like Starlet, Corolla, Camry, Avensis, Avalon, RAV4, Highlander, Matrix, Venza, Prado, Land Cruiser, 4Runner, Hilux, Tacoma, Hiace, Dyna, Sienna while Lexus models such as Lexus 300, 330, 350, 460, 470 (sedans and SUV) rule the luxury vehicle segment.

Toyota models like Crown, Corona, Cressida, Carina 1 and II, and Celica paved the way for Toyota’s dominance when they were introduced earlier into the country. They did well in terms of reliability, fuel efficiency relatability, durability, comfort and safety which made the brand the most sought after in Nigeria. Today, the dominance of the Toyota brand has made some people refer to Toyota as a native of Nigeria, a position that Peugeot used to enjoy in the past.