Toyota dominates every automobile market segment. With its wide variety, today, every five out of ten vehicles on Nigeria’s roads are Toyotas.
Toyota's dominance is because it covers the new and used car market. According to automobile engineers, the technology used by Toyota is less complex and easy to use. As a result, customers use Toyota for its durability and ruggedness. Even today, Toyota's 90s models work great as if made in this millennium. For example, the 1990’s Toyota Camry Lamella still dominates the car market of used cars, selling for over a million naira.
According to Rasheed Abiodun, an auto technician at Ikeja who specializes in maintaining Japanese cars, Toyota models stand out for several reasons. These include simple techniques for ease of maintenance, availability of spare parts, and engine durability. In addition, he says that Toyota vehicles last longer than other models and generate business.
Another technician, Mr. John Okonkwo, runs a popular used-cars market in Lagos. According to him, Toyota models have become most people's favorite, and as long as you focus on the Toyota brand, there's always something to do. He says that markets are filled with parts of Toyota, and even if the entire engine is to be replaced, it is available and affordable compared to other brands. Also, he added that when you repair a Toyota, you are not afraid of breakdown and customer returns.
Even Toyota used car dealerships have a similar story to Toyota. Mr. Ibukun Adeoye, a popularly used car dealer in Ikeja, told Vanguard Motoring that the Toyota brand is more popular with customers, so he focuses on the brand and the Lexus. He added, "Since I started selling Toyotas, I have had no reason to argue with my customers. Instead, they bring their friends to me for larger purchases, and we consider ourselves family." He has noticed customer satisfaction in his many years of the automotive business. Sometimes customers bring more customers and are compliant enough to a month for the arrival of their Toyota.
Once you use the brand, you don’t want to change. Most banks and insurance companies acquire Toyota because the resale value is almost the same as you bought it four years ago. Mandilas once told me that after selling other brands and Toyota, she concluded that the Toyota brand was second to none in terms of durability and low maintenance costs. Kemi Eruosanyi, national marketing manager at Mandilas, one of Toyota's dealers in Nigeria, explained that while acquiring Toyota may be higher, it has little or no maintenance cost. You will have to spend almost nothing from regular maintenance to keep your Toyota running, “she said.
