Nigeria is currently ranked number two on the Chevrolet brand consumer index after Angola in the sub-Saharan African market. Other countries after Angola and Nigeria with high potential growth markets are Zimbabwe, Kenya, Mozambique, Ghana and Senegal.
Presenting the automaker’s Sub-Saharan highlights to Business Day Nigeria after an inspection tour of General Motors manufacturing plant in Port Elizabeth, Ruth Mugugu, Communications Manager ( Chevrolet, Isuzu and Opel) for GM South Africa and Sub-Saharan Africa market, disclosed that, in 2011, the carmaker sold over 153 000 vehicles in Africa. (Total- 153712, SSA -78009) She also revealed that, overall volumes in Sub-Saharan Africa grew by 22.3% in last year when compared to the same period last year, with the highest volume growth taking place in South Africa, Nigeria, Angola and Mozambique.
“This is great achievement when you consider that the industry’s sales in the region were up 16.9%.” According to GM image maker, Chevrolet brand consumer awareness grew by 51% in Nigeria 2011 with 8 percent market share compared to 2010 On the volume growth in Nigeria for 2010 when compared to 2009, Ruth Mugugu said; “Our volumes grew by 89% 2010 versus 2009.
While the growth rate has been pleasing, these numbers are off a low base and we are focused on exponentially growing our volumes in the Nigerian market.” She singled out the Aveo as the top selling volume model in the country.
Making further reference into the local market, she expressed, confidence, that with the increasing prospects and future growth plans of the Chevrolet brand in Nigeria with 57% volume great in 2011 vis-à-vis 2010, it will be a brand that will be the envy of other competitors in no distant time.
Taking a look at important brands for the Sub-Saharan Africa, she pointed out that, Chevrolet saw 57% volume growth in 2011 in comparison to 2010, with expected new launches new launches within the year that will include the Chevrolet Cruze Hatchback and Trailblazer.
It would be recalled that, during Business Day’s visit to the Port Elizabeth assembly plant of GM in South Africa, Edgar Lourencon, President and Managing Director GM Africa, who addressed the journalists with his management team said the company will be launching exciting four new models into the market.
Some of the new products include the all-new Captiva Sports Utility Vehicle, Sonic Sedan, Olando (MPV) as well as a new three ton pickup vehicle. According to the President, the company is determined to offer the best product to Nigeria because of the country’s position as one of its key markets with highest potentials.
He said Chevrolet will push more products on the sub-Saharan Africa with a lot of more new products have been slated for launch between 2011 and 2013 aimed at improving services to the customers. Edgar Lourencon disclosed that the company has recorded appreciable growth in the first half of the year.
For instance, he said from January to June 2011, industry growth in South Africa stood at 15 percent, while GM grew by 40 percent. This growth he said was driven by quality products from Chevrolet. As a global brand, the Managing Director, “We address the needs of every market and give every the best needed.
In the last five years, we have ensured that no matter where we produce a product, the quality must be the same.” NMI Intermotors, one of the automotive subsidiaries of CFAO Group in Nigeria and accredited importers and distributors of the Chevrolet brand has since inception been growing at a faster pace to compete with already existing brands before its entry into the market.