By Muyiwa Lucas
In a show of might, CFAO Motors, owners of Chevrolet, Nissan, Renault, Mitsubishi, Florid and Greatwall automobile franchises, staged a motor show inside the gardens of the Oceanview Restaurant, Victoria Island, Lagos, recently. And for lovers of automobiles, the two-day auto exhibition would remain evergreen in their memories.
The event, which had on parade all the auto franchises and brands under the CFAO Group, presented an opportunity for existing and intending vehicle owners to have a first-hand interaction with brand owners and dealers, and also gave an opportunity for automobile manufacturers to give insights into some of their products. This event was, indeed a milestone in the group’s attempt at projecting its automotive division as an auto ‘distributor for the discerning consumers’.
Darren Robinson, general manager, GM, operations, CFAO Motors, disclosed that the essence of the event was to present the company as a one-stop auto shop, where the needs of customers would be met with relative ease. Besides, he explained that given the prevailing economic recession, “We have come together to create a synergy among our group, which would improve our operations”, Robinson explained. According to Graham Lowe, chairman, organising committee and managing director, NMI Intermotors, the idea of the CFAO Motor Show was conceived earlier in the year. “The plan was to organise a show where all the brands would be exhibited in one location. And for two days, June 5 and 6, 2010, we held the city of Lagos spellbound as we showcase different models under our brand names”, he explained.
While the GM operations regrets that the credit crunch has made the business environment tense, he is, nonetheless, happy that his company has been able to maintain its market share of five per cent. CFAO Motors, according to Robinson, between January and April 2010, had recorded 30 per cent sales above its projected target for the period, which also marked a significant improvement from the same period in 2009; a reverse situation for the market leader who recorded a loss of about 30 per cent in the same period. Yet, Robinson is hopeful: “If the velocity of money improves, then this would be a better year for us”. He disclosed that the company had very ambitious plans for the country, adding that the Nigerian market was very important and strategic for CFAO Motors.
Pavir Singh, managing director, Alliance Autos, agreed that the event was a reaction to the financial crisis as no company could afford wastages anymore. “We are just trying to show the changing face of the company with this event; it is a consolidation exercise”, Singh said. Alliance Autos, a member of the group, he explained, had also redefined its operations to deliver better quality service to its customers and the market. The company, which trades in Nissan and Renault brands, the helmsman believes, is set to further consolidate on its Renault brand as it is currently conducting a thorough check to get the right Renault product models for the market. For Singh, the show was indeed an eye-opener, which has enabled the company to meet with new customers, who had little or no indepth knowledge about the brands of the conglomerate.
For Idris Siyaka Siyaka, project manager, Asian Hall Cica Nigeria Limited, the newest member in the CFAO Automotive Group, the show could not have come at a better time as it afforded great exposure for his brand of automobiles. Siyaka, explained that the series of enquiries about his product, like the Florid, a 1.3-litre engine car, gives him satisfaction. “It is our first time in an auto show and we are proud to be here; we are also proud to be under the umbrella of CFAO Automotive Group”, he said.
Lowe is happy with the turnout of visitors to the event. Although he was yet to get the total figure of visitors to the exhibition, Lowe maintained that “though there has not been a rush of visitors, but there is a steady flow; we have seen good quality of visitors which is better than what we get from attending general auto show”. Intermotors recorded on the spot sales and several enquiries which may ultimately translate to sales.
Indeed, the array of vehicles on display at the exhibition is a testimony to the leadership position of CFAO Automotive Group as the leading warehouse of automobiles of choice, this was attested to by the numerous visitors to the show. Ifeanyi Eze, a banker, expressed satisfaction with the exhibition. For him, the presence of all the brands in a single show presented him an opportunity to make a good choice of car. “CFAO Automotive Group is a trusted name in automobiles; so, this outing is a further confirmation of their innovativeness”, Eze said.
Particularly inspiring is the unique atmosphere of the venue and the manner the vehicles were displayed at the bank of the waterfront beside the high garden. The vehicles were showcased in separate locations with nicely branded flags signifying each product. In the Great Wall brand, Florid was the attraction at the Asian Hall Cica pavilion, while the Chevrolet Cruze stands out at the NMI/Intermotors stand. Similarly, the Teana proved its worth among cars displayed at the Nissan stand. Mitsubishi Lancer Ex, Peugeot 307 and the Pajero attracted the erstwhile Nigeria Communications Commission boss, Ernest Ndukwe to its stand.
CFAO’s exhibition was no doubt innovative, and may have signalled a revolution in auto shows in the country. Investigations by the magazine revealed that based on the success of CFAO’s exhibition, auto franchises are now looking inwards to staging individual shows, reasoning that it would offer them better leverage when compared to the general auto exhibitions the industry is used to and, which in any case, is gradually losing steam. CFAO would be remembered for being the first motor company to exhibit over 20 different models of vehicle under one roof in one location.
Robinson: Hopeful
Vehicles on display ‘for the discerning consumers’
Singh: It is a consolidation exercise |
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