[dropcap]A[/dropcap]utomobile Marketing war on Nigerian economic territory might have changed gear, as a formidable Chinese brand, GAC(Guangzhou Automobile Group) recently opened its first ever showroom in Lagos, courtesy of CIG Motors Limited, Nigeria’s sole representative for the Chinese auto maker.
The opening event was attended by Chinese Deputy General Consular, Li Yong as well as executives of top financial institutions, companies and media organizations from China and Nigeria, who all witnessed unwrapping of GAC’s Sports Utility Vehicle (SUV), the GS5 2.0L as well as GA3 1.6 luxury saloon assigned to tackle its existing competitors in Nigeria.
In her address at the occasion, CIG’s chairperson, Ms Diana Chen expressed optimism that GAC brand would gain popularity in the country, because, in her view, Nigerians have taste for high quality, which according to her, is what GAC vehicles are known for around the world.
Her words: “And that is what CIG promises to deliver to Nigerian motoring public as we make available GAC range of vehicles, coupled with top quality and unique after sales services. We are set to offer the highest standards and quality of service with genuine spare parts available for all the vehicles”.
Indications, therefore, are that existing players in Nigerian automobile market might be up for a stiffer competition as from this year, 2015, reason being that GAC brand, albeit new in Nigeria, has over the years, proved itself to be a force to reckon with in other parts of the world.
Aside taking its time to manufacture top-rated automobiles, the auto maker’s Research and Development (R&D) subsidiary has successfully attracted recognition, receiving several top quality automobile design awards. For instance, GAC’s entire production line scored five star in C-NCAP Crash assessment. And indeed JD Power car quality reports show that new car quality of GAC Motors is better than industry average, surpassing such popular brands as Ford, General Motors and Nissan.
Early 2014, the auto maker won China Auto Industry Award(Xuanyuan Award), beating BMW X3, GM Lacrosse and new Ford Mondeo and in that same year, won a top prize of China Science and Technology in Automobile Industry.
Moreover, assigning GS5 to play the role of the biblical John the Baptist in Nigeria‘s auto market is significant. It is more like telling competitors that ‘very soon, it would no more be business as usual’. Reason: The SUV proved a strong point, when it represented GAC at a Cultural Expedition known as Great Tour from China to France, which held between September and October 2014. It was recorded that GS5’s partaking in the touring event safeguarded participating envoys to pass through more than 30 cities across Euro-Asian landmass without a single technical hitch. At a ceremony held after the expedition, GS5’s success was celebrated with champagne, as envoys showered encomium on GAC for manufacturing “such a great cat for Chinese people”.
More so, if GAC’s performance report in other parts of the world is anything to go by, market slicing competition in Nigeria’s auto market is certain to hit up, because Motoring World gathered that GAC Motor has concluded plans to launch more than 20 new models, including compact SUVs, luxury cars and seven-seater, multi-purpose vehicles, to reinforce its long-term internationalization strategy.
GAC’s new show room is located along Ligali Ayorinde Street, Ajose adeogun street junction, Victoria Island, Lagos. The company has also secured a showplace in Abuja in Garki II , Plot 466 Ahmadu Bello way where after sales service is also available.