Innoson Motors moves to enhance brand equity in Nigeria’s auto market

Isola Moses | ConsumerConnect

Innoson Vehicle Manufacturing Company Limited, manufacturers of Innoson Motors (IVM) is set to improve its brand equity in the Nigerian automobile market as the company intensifies efforts at dominating the nation’s auto market from other imported vehicles.

Brand equity is the level of awareness and consumer goodwill generated by a company’s brands and/or products in a given market.

Įnnoson Motors is the only wholly owned indigenous auto manufacturing company in Nigeria, located at the heart of South East (Nnewi, Anambra State).

This manufacturing company is owned and managed by Chief Innocent Chukwuma.

Chief Chukwuma founded the company in 2007 with special interest in producing cars, but over the years IVM Motors has gained relevance and ventured into production of buses, (18 seaters, 32 seaters) as well as luxurious buses.

The company’s success story started in 2007 when it opened its plant at Nnewi, it was said that they barely have buyers, because nobody wanted to buy untested and new brand due to fear of the unknown, according to New Telegraph.

The company has been able to overcome that teething difficulties to survive the competition with many other well-known vehicles in Nigeria already by producing quality vehicles.

Innoson Motors, being a new brand that is still striving to survive among other global vehicles brands, adopted the approach of producing excellent and serviceable vehicles.

This has made people to gain trust and interest in buying and driving their brand of vehicle, as the government placed order for over 500 IVM utility vehicles for security agencies and other government Ministries, Departments and Agencies (MDAs).

Another area of focus is integrated marketing to create brand awareness. Over the years this Innoson Motors has shown special interest in advertising their products, and this measure has contributed to the company’s success story, stated the report.

Currently, Innoson Vehicles are being used in many African countries such as Mali, Ghana and Benin Republic.