The automotive industry in Africa is experiencing significant growth, with remarkable advancements being made across the sector. Leading this charge is Innoson, a company at the forefront of innovation. The latest Innoson model, the G6T, exemplifies the competitive potential of the African automotive industry when supported locally. For broader reach, it is crucial that distribution channels extend beyond the country of manufacture to other countries in the region.
The new Innoson G6T boasts 72 safety configurations, including 46 active safety features such as Electronic Stability Control (ESC), LED daytime running lamps, a tire pressure monitoring system, and a multi-view camera system. Additionally, it includes 26 passive safety features, like active head restraints, side airbags, and side air curtains. These features ensure comprehensive protection for both drivers and passengers.
Africa’s rugged terrain necessitates vehicles designed to withstand such environments, and Innoson’s vehicles are tailored to meet these demands. The latest 4×4 G6T, priced at $27,000 for the full-spec model, is a prime example. While the price might be a barrier for some, the vehicle’s capabilities make it a worthy investment.
However, the “Buy Africa” initiative faces challenges. Local consumers often doubt the quality of products made by African businesses, which hinders their growth. This skepticism is common in many countries where the promotion of local products is insufficient. Governments need to play a key role in marketing and supporting local enterprises, particularly in competitive industries like the automotive sector.
Companies such as Kantanka, Nord, Mureza, and Innoson struggle with brand identity issues. Over the years, certain foreign brands have monopolised the market, leading consumers to prefer imported vehicles over locally manufactured ones. This perception crisis affects various industries, where foreign products are often seen as superior to local offerings.
There is a growing call to promote regional trade and establish manufacturing facilities across the continent. For instance, if a Nigerian car manufacturer sets up operations in Zimbabwe, the products might be better appreciated locally than at home. This regional approach could help change mindsets and foster the growth of enduring, Africa-made brands.
The continent needs to instil a sense of pride in its people, reinforcing the belief that Africans can grow their businesses into massive global brands with adequate support. The failure to improve intra-continental business relations by governments costs Africa billions in foreign product purchases, taxes, and duties. The high demand for motor vehicles in Africa, coupled with the preference for foreign products, hampers the growth of local industries.
As the African Continental Free Trade Area (AfCFTA) gains momentum and trading begins, there is hope on the horizon. Africa will need strong companies capable of driving serious discussions and leading the continent towards a self-sustaining automotive industry. By fostering local talent and supporting homegrown businesses, Africa can build a robust and competitive automotive sector that stands the test of time.
