Ford’s time in Nigeria has come – Maduka
By Theodore Opara
THE President/CEO, Coscharis Group, Dr. Cosmos Maduka has stated that the time has come to position the Ford brand in its rightful place as a leading auto brand in Nigeria.
Dr. Maduka who was speaking during the opening of the Ford Showroom in Lekki, Lagos, described the facility as the best in the country and sub-Sahara Africa, adding that it doubles as the company’s Corporate Headquarters in Nigeria.
“Our conviction is that now is the time to position the Ford brand in its rightful leadership place and emphasize our ambition to remain the auto market leader in Nigeria as we believe so much in the Ford pay off “Go further”, he said.
According to Dr. Maduka, though the investment on the new facility was bigger than the Nigerian market size in Nigeria presently, they are looking beyond the present.
The Coscharis boss who was recently honoured with a national award of CON predicted that the next world economic miracle will take place in Nigeria. “We are only celebrating our successful past as a company, but more importantly, we are looking into the future. A future that starts now with the opening of this Ultra Modern Ford Showroom.
He further noted that it has always been the vision of his company to build an institution that will be timeless in relevance, hence their mission to deliver excellent products and services to customers by giving them the highest value for their money.
The Coscharis boss described the new facility as one of the steps to realise their vision, adding that “as part of the company’s corporate social responsibility, it will plough back resources into the immediate and larger society, while ensuring that the employers have a sense of pride and fulfillment. The Ford showroom is a world class showroom, with the new Ford facility comprising 38 car lifts, two wash bays, spray booth, 26 tool boxes etc.
Looking back to 2001 when they started Ford dealership in Nigeria, Dr. Maduka disclosed that tremendous progress has been made with the brand in the last ten year when they were selling just 100 vehicles annually compare to now when the company is selling over 2000 vehicle within the same period.
“we are systematically making in-road into the country with the Ford brand as we are now doing over 2000 vehicles in one year,” he said.
Despite the progress, the Coscharis boss said they have not scratched the surface of the market yet. According to him the future for Ford in Nigeria remains very bright given the strategies and plans being laid out by Coscharis to achieve their goals.
“We are working very hard on customers satisfaction. We have been strategising on after sales as Ford is the only brand in the country that is offering extended after sale service,” he stated.
He noted that if Ford can supply them enough products, they would capture more market share with the state of the arts products from Ford.
So far, he said, plans are on to introduce the quick lane and quick parts program aimed at making spare parts more accessible to their customers. This, he said, would make it possible for customers to have the genuine parts to fix their vehicles, no matter the location in the country.
Also speaking at the occasion, Director of Operations, Ford Export and Growth, Mr. Hal Feder who led the powerful delegation from Ford headquarters in United States of America to Nigeria commended Coscharis Group for its efforts at driving the Ford brand to the forefront in Nigeria auto market.
He attributed Ford’s position as one of the leading brands in the world auto market to the quality of products and planning.
“The key to our success is planning. We act as a team. We have great new fresh products,” he said.
He disclosed that Ford had invested about $60 million in parts alone in Dubai which will also be serving the Nigerian market. Also speaking at the occasion, Mr. Ezio Tuniz, Regional Manager, Sub-Sahara Africa, Ford Export and Growth Operations, said “Ford vehicles-passenger and commercial – all embody our One Ford Plan in which we source from our global network of suppliers to guarantee our Nigerian customers the high quality they expect from their vehicles.”