Toyota

2021 BSM Index

TOP 50 BRANDS NIGERIA® 2021

 
#20 Toyota Nigeria Limited
BSM Index62.49
 YoY +2
CEO Kunle Ade-Ojo
Year Founded (in Nigeria) 1965
Websitewww.toyotanigeria.com
Head Office

Ojulari Road Lekki Peninsula Scheme Lagos

Nationality Japan
Customer Base–
 Number of Branches –
 Annual Turnover–
Employees–
 Marketing Budget –

Toyota Nigeria, Enduring, adaptable, elegance, wide acceptability, these are some of the words that could be used to describe the Toyota brand of automobile products since its first introduction into the Nigerian market in 1965. By 1976, the number of Toyota distributors had grown to five. Ten years later, Toyota Motor Corporation, Japan (TMC) appointed two additional distributors because of poor performance by some of the appointed distributors.

By 1995, four distributors; which included Elizade Nigeria Limited were the only surviving distributors for Toyota Motor Corporation, Japan. However, for ease of business processes and efficiency, Toyota Motor Corporation, Japan, decided to consolidate its operations by appointing Toyota (Nigeria) limited as its sole distributor in Nigeria.

This consequently paved the way in 1996 for Toyota (Nigeria) Limited (TNL) to commence operations as the exclusive distributor of Toyota Motors in Nigeria.

For over two decades now, the company has remained the exclusive franchise owner of the Toyota brand in Nigeria and has consistently sustained a top spot for the brand in the Nigerian automobile industry. This remarkable success story is attributable to the ingenuity and resourcefulness of the board of directors under the indefatigable Chairmanship of Chief Michael Ade. Ojo OON. His vision, industry and tireless commitment to the brand over the years have paved the way for the brand’s acceptance in Nigeria. Toyota Nigeria again had a strong outing in this annual brand ranking as one of the Brands that Power Nigeria.

Complementing the hard work of the board is a dynamic management team under the leadership of the Managing Director, Mr. Kunle Ade-Ojo. This has impacted positively on the fortune of the multiple awards winning auto brand as it has continued to break new grounds in the market place to the satisfaction of its customers.

As the Toyota brand ruled the world in volume, so also is in Nigeria, where it has become a vehicle of choice for all occasions. A simple walk down the street or any major highway will show this.

RSS Toyota News
  • 15TH TOYOTA DREAM CAR ART CONTEST 2022 March 24, 2022
    Toyota Dream Car Art Contest is a CSR initiative of Toyota Motor Corporation Japan to develop the innate artistic talent in children and to cultivate an enduring relationship with them and by extension, their parents.  Toyota distributors and dealers alike have keyed into this global initiative because of its acceptance and impact on children’s psyche...
    Bayoursnoop
  • Toyota (Nigeria) Limited Launches Starlet September 15, 2021
    A new Star is Born. We have successfully launched the Toyota Starlet to the Nigeria market, at our head office, on the 27th August 2021. Visit https://toyotanigeria.com/listings/starlet/ to learn more about the new Toyota Starlet. You can reach out to any of our accredited dealers for information regarding costing, kindly visit Dealers – (toyotanigeria.com)
    Bayoursnoop
  • 2021 TOYOTA DREAM CAR ART CONTEST – Awards Presentation July 11, 2021
    Toyota Dream Car Art Contest is a CSR initiative of Toyota Motor Corporation Japan to develop the innate artistic talent in children and to cultivate an enduring relationship with them.  Toyota distributors and dealers alike globally have keyed into this initiative because of its acceptance and impact on children’s psyche the world over.   The...
    Adebayo Ajala
Friesland
Julius Berger

The Toyota brand of automobile is arguably the most popular automobile on Nigerian roads. Toyota (Nigeria) Limited is the exclusive franchise owner of the Toyota brand in Nigeria. For about two decades now the company has consistently sustained the top spot for the Toyota brand in the Nigerian automobile industry.
Toyota was first introduced to Nigeria in 1965 by R. T. Briscoe, then its exclusive distributor. In 1976, the Federal Government of Nigeria cancelled exclusive distributorship and appointed four additional distributors in Nigeria; Baloni Nigeria Limited, Bao Motors, Elizade Nigeria Limited, and Nelphinco Nigeria Limited.
In 1996 Toyota (Nigeria) Limited (TNL) started operations as the exclusive distributor for Toyota Motor Corporation in Nigeria with the following ownership formula: R.T Briscoe holding 51% shares, Elizade Nigeria Limited holding 40% and EAC holding 9%, EAC. R.T Briscoe Plc divested its operations in this resulted in a revised ownership structure that gave Elizade Nigeria Limited (ENL) 100% share ownership. Toyota Motor Corporation Japan upon request to Elizade Nigeria Limited, allowed Sumitomo Corporation of Japan to invest in Toyota’s business in Nigeria to the level of 26% equity holding.
In those early days in Nigeria, the Toyota brand had to strive for acceptance, particularly in the face of competition from Nissan, Peugeot and other established brands. In the late 70’s and mid 80’s there was another wave of competition backed by strong government patronage: the Federal Government had taken a stand to buy vehicles assembled locally. However, with positive development in the financial sector paving way for easier purchase terms, quality product line up, strong and superior marketing effort, propelled by excellent after sales services, the Toyota brand is currently the brand of choice in today’s Nigerian automobile market.
Toyota Motor Corporation Japan, was founded in 1937 by Kiichiro Toyoda, as a division of his father’s textile equipment business; the Toyoda Automatic Loom Work. The new automobile company was named “Toyota” instead of the family name “Toyoda”. In 1962, the Toyota Motor Corporation produced its 1 millionth vehicle in Japan. By 1986, the Toyota Motor Corporation produced its 50 millionth vehicle in Japan.
Toyota (Nigeria) Limited offers the Nigerian public high quality products tailor-made to suit the Nigerian climatic and road conditions. The excellent range of products in the brand’s portfolio has been a major factor that set the Toyota brand apart with such products as: Passenger vehicle models which includes the Corolla, Avensis, Camry etc. Commercial vehicle models, which includes the Hilux pick up, Hiace, Coaster, Land cruiser etc.
As recorded globally, Toyota has repeatedly received the highest selling brand of automobile repeatedly, Toyota corolla, the premier brand has also won the car of the year repeatedly.
I think one of the biggest news from Toyota Nigeria this year was the announcement its assembly plant in Nigeria according to the Chairman, Chief Micheal Ade-ojo. This ends months of speculations on the company’s position of establishing an assembly plant in Nigeria following the autopolicy of the Federal Government introduced in 2013.
Toyota is one of the top brands in Nigeria 2015

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