By: FRANK KINTUM
Imagine spending millions of naira on a brand-new car, driving it out of the showroom with excitement, only to find yourself stranded barely two weeks later because the vehicle has developed a fault. You call the dealer who could not stop smiling when collecting your payment, but suddenly, getting a response becomes a struggle. The promises of quality service and customer care appear to have vanished along with the excitement of your purchase.
For many Nigerian motorists, this is the uncomfortable reality behind the glamour of buying a new vehicle. What should be a rewarding experience can quickly become a costly ordeal when automobile dealers and distributors fail to provide the support customers expect.
In a country where purchasing a brand-new vehicle often involves years of savings, bank loans or substantial financial commitments, the stakes are particularly high. Yet, while automobile brands invest heavily in attracting buyers through impressive showrooms, aggressive advertising and attractive sales packages, the experience customers receive after payment does not always reflect those promises.
This growing disconnect is bringing after-sales service into sharper focus in Nigeria’s automotive industry and raising a fundamental question: Are Nigerian car buyers getting the full value of their investment, or are they simply being handed four wheels and left to fend for themselves?
Consumer rights advocate, Akonte Ekine, knows this frustration firsthand. He recalled purchasing a brand-new vehicle through a bank, only for it to develop a problem barely two weeks after delivery. His attempts to obtain assistance from the seller and insurance company, he said, received little attention.
“I once spent my good money to buy a brand-new car through a bank and just two weeks after, the car developed a problem. I complained to the seller and to my insurance but they didn’t even show interest in the situation,” Ekine told BusinessDay.
His experience highlights a troubling question for automobile manufacturers, distributors and dealers: What happens to customers after the money has changed hands?
For Ekine, the expectation is straightforward. Businesses must deliver the quality of service they promise, irrespective of the market in which they operate.
“The consumer is the same everywhere. What he or she wants is simple quality service based on the brand promise,” he said.
That expectation carries particular weight in Nigeria, where purchasing a vehicle often represents one of the biggest financial decisions an individual or business will make. Beyond the initial purchase price, motorists must contend with maintenance, insurance, replacement parts and unexpected mechanical problems. Access to genuine spare parts, qualified technicians, functional service centres and effective warranty arrangements can therefore determine whether vehicle ownership becomes a rewarding experience or an expensive source of frustration.
For buyers who have invested heavily in a new vehicle, these services should form part of the value promised at the point of purchase, not be treated as optional privileges.
The law offers consumers a lifeline
While disappointing experiences can leave motorists frustrated, Nigerian consumers have legal protections that businesses are expected to respect.
The Executive Vice Chairman and Chief Executive Officer of the Federal Competition and Consumer Protection Commission (FCCPC), Mr Tunji Bello, has reinforced this position, stressing that businesses cannot use restrictive company policies to escape their statutory obligations.
Speaking at a stakeholders’ engagement organised by the FCCPC and Lagos State Consumer Protection Agency (LASCOPA) in Lagos on July 29, 2026, Bello emphasised that consumers are entitled to appropriate remedies when purchased goods fail to meet legally required standards.
“They must also know that where the law gives them the right to a refund, replacement, or repair, that right will be respected,” he stated.
He further explained the legal obligations attached to consumer transactions, noting that:
“Every transaction also carries an implied warranty that goods supplied will be of acceptable quality and fit for the purpose for which they were purchased.”
These protections are reinforced by the Federal Competition and Consumer Protection Act 2018, which provides for consumers’ entitlement to goods of acceptable quality. Section 132 establishes an implied warranty of quality and provides remedies for qualifying defective products.
For automobile buyers, these provisions are significant. They reinforce the principle that businesses cannot simply dismiss legitimate complaints where the law provides grounds for a refund, replacement or repair. A warranty should therefore be more than an attractive selling point; it should offer meaningful protection when a vehicle develops a qualifying fault.
Beyond selling cars: The business of earning trust
For automobile manufacturers, distributors and dealers, the growing attention to customer satisfaction presents an opportunity to rethink their business priorities.
The success of an automobile brand cannot be measured exclusively by the number of vehicles sold, the attractiveness of its showroom or the strength of its advertising campaigns. Its ability to retain customers and build lasting relationships is equally important.
Investments in well-equipped service centres, trained technicians, genuine spare-parts networks, transparent warranty policies and efficient complaint-resolution systems can strengthen consumer confidence and encourage repeat patronage. Equally important is communication: customers experiencing mechanical problems should not have to make endless calls or visit multiple offices simply to obtain information about repairs and warranty claims.
A company that responds promptly and resolves complaints effectively demonstrates that its commitment extends beyond securing a sale. Conversely, unresolved complaints can damage a brand’s reputation, discourage prospective buyers and undermine years of investment in marketing and brand development.
In an increasingly competitive market, customer satisfaction must therefore be recognised as a business priority rather than an administrative responsibility.
What buyers must ask before collecting the keys
While automobile companies have a responsibility to deliver quality products and honour their obligations, consumers also need to become more deliberate about their purchasing decisions.
Beyond comparing prices, fuel efficiency, engine capacity, technology and appearance, prospective buyers should investigate warranty coverage, the availability of authorised service centres and genuine spare parts, and the procedures for resolving faults. Understanding these conditions and retaining purchase documents and service records can prove invaluable when seeking assistance or pursuing a complaint.
Ultimately, buying a brand-new vehicle should mark the beginning of a relationship built on clear responsibilities between the customer and the automobile brand.
For Nigerian car buyers, the message is simple: Before collecting the keys, find out what happens when the vehicle breaks down.
A brand-new car should deliver more than the excitement of a showroom purchase. It should come with the assurance that the company behind it will honour its obligations when customers need help.
Frank Kintum is the Publisher/CEO of TransportDay Newspaper
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