In what is being hailed as a landmark moment for Nigeria’s automotive industry, Carloha Nigeria, the authorised distributor of Chery vehicles, has launched the country’s first-ever manufacturer-backed emergency roadside rescue service that extends free assistance beyond its own customers to motorists driving competing brands.
The groundbreaking initiative, branded CarlohaCare 6-6-7 Rescue, is being described as an unprecedented industry-first in Nigeria, potentially redefining customer care standards in the nation’s automotive sector.
For the first time in Nigeria’s history, an automobile company is offering free emergency roadside rescue services not only to owners of its vehicles but also, for a limited period, to motorists driving other brands, subject to operational capacity.
The service, accessible through a dedicated emergency hotline—07000 667 667—provides professional rescue assistance to stranded motorists on highways and major roads across the country.
Announcing the initiative, Carloha Nigeria’s General Manager of Marketing, Mr. Felix Mahan, said the company was determined to raise the bar for customer experience and road safety in Nigeria.
“We have the team, the trucks and the expertise,” Mahan stated. “When our rescue fleet has capacity to spare, we believe it is our responsibility to deploy those resources to keep Nigeria’s roads moving. This is an unprecedented industry-first for Nigeria. By extending these free rescue services to both our customers and users of competing brands, we are demonstrating our commitment to improving safety for all road users.”
Industry stakeholders say the initiative represents a major shift from the traditional automotive aftersales model, where emergency assistance services are almost exclusively reserved for customers of individual brands.
The launch is the latest expansion of Carloha Nigeria’s award-winning CarlohaCare 6-6-7 aftersales package, which previously earned the company the title of Most Outstanding Aftersales Car Company at the Nigeria Auto Journalists Association (NAJA) Awards.
The package includes a six-year manufacturer’s warranty, six years of free scheduled maintenance, and a seven-day repair promise that guarantees customers a courtesy vehicle if repairs exceed seven working days due to qualifying circumstances.
According to Carloha Nigeria’s After-sales Manager, Mr. Samson Akinbowale, the rescue programme addresses one of the biggest fears confronting motorists—being stranded without help.
“Vehicle breakdowns can happen unexpectedly and often create stressful situations,” he said. “With the CarlohaCare 6-6-7 Rescue Initiative, motorists can enjoy peace of mind knowing that trained professionals are available around the clock to provide prompt assistance whenever required.”
Beyond emergency towing and roadside rescue operations, the programme also offers on-location maintenance and technical support services for fleet operators and individual customers, helping to minimise vehicle downtime and reduce dependence on workshop visits.
While Chery owners will continue to enjoy priority service during periods of high demand, non-Chery motorists can also access the rescue service by calling the same emergency hotline and confirming availability at the time of request.
Analysts believe the initiative could trigger a new era of competition in Nigeria’s automotive industry, where customer support and mobility services may become as important as vehicle sales themselves.
For thousands of Nigerian motorists, however, the significance is more immediate: for the first time, help on the road may no longer depend on the badge on the bonnet.
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