Chief
Innocent Chukwuma of Innoson Group and owner of Innoson Vehicle Manufacturing
(IVM) Company is a legend! Floating a vehicle manufacturing company in Nigeria isn’t
just raising the bar; it is taking the entire lawyers home with you. I can’t
just admire him enough, and imagine being him for a bit.
If you haven’t seen
his cars anywhere around, that might be because you don’t live close to many
government officials. He has been feeding majorly off official vehicles for Federal
Government and a couple of big companies. But unless his cars are disposable, that
B2B model is not going to hold out much longer. He has to start looking at consumers.
Needless to say that there are major entrenched players in consumer cars, but IVM recently showcased #2.9M SUVs and a
couple of other cars so I’m guessing he has his thoughts in that direction.
I believe there are
ways he can carve out a niche in the consumer market by integrating a network
of local support services and going tech. Here’s what he could do:
- Change that logo. It looks like something designed with Word Art on 2003 Microsoft Word.
- BRAND. Innoson represents the success of African enterprise. For me, an indigenous car manufacturer in Nigeria is a monumental success, a testimony to the fact that we have defied odds to achieve the unthinkable in Nigeria. IVM cars should be all about celebrating that African greatness. Owning an IVM car should simply mean “I am an African who defied odds to make it in Africa and this car is my trophy!” IVM could have a special line that is ONLY sold to African Royal Father, another one for great professionals, achievers and industrialists like himself, another one for their wives (My husband Udeme is a great man!), one for young professionals, etc. Make IVM a “statement” car! Once you pull up in an IVM, all you are saying is I am a great African!
- Local support Network. He should have an army of local auto mechanics who can fix any IVM vehicle blindfolded and one hand tied. This is one secret almost all great software company understand, they all have a legion of engineers who can fix and extend their products within customers’ reach.
- Go tech. This is 2015. Every single product’s performance can be remotely monitored using a cloud service. Detecting malfunctioning parts and notifying the owner, referring him/her to or calling up the nearest IVM certified mechanic in the event of a breakdown (hi, Autosave.com.ng), ordering original parts from IVM Konga store should all be part of the IVM experience. It should be impossible to steal/tamper with an IVM car in Nigeria. The cloud service can alert owner of what has been removed and/or report its current location. Instantly alert all nearby hospitals and ambulances in the event of an accident. This could mean partnering with a Telco for connectivity. I’m sure that if IVM visits Yaba (Nigeria’s tech capital), many companies will be more than happy to throw in a couple of months’ worth of free services for car owners.
- Great Insurance plan. A partnership with a good insurance company could be a game changer. If anything goes wrong, IVM can fix/replace the car. I’m thinking the cloud service can serve as a “brainbox” to help quickly verify claims and shorten the processes.
I believe that he can benefit a
lot by leveraging his understanding of the people and collaborating with a LARGE
network of other local service providers to build a complete Nigerian lifestyle
around IVM cars. I’m sure he can fit all these in and still keep the price low!
I’m sure people will like to see
more benefits like free fuel for 1 year, exclusive refill during scarcity, free
driver with every car, free breakfast for all primary school children car
owners, propellers to fly past traffic, notification on latest movies on cinema
and current price of garri but more importantly they will like to know that the
car itself works perfectly in the first place and won’t be keeping its Great
African owner stranded every now and then.
More grease to your cars and long live IVM.






