Once again, the patriotism of Nigerians towards Made-in-Nigeria goods has been put on the spotlight after a clash ensued among Nigerians over the market value of Innoson SUV (Sport Utility Vehicle). There was also an accusation that the vehicle was a replica of a Chinese vehicle brand, BAIC Motors.
Made-in-Nigeria products have been struggling to gain acceptance among Nigerians for years. While cement manufacturers like Dangote and BUA have succeeded in making the cement market theirs, manufacturers of some other products especially in the automobile industry have struggled to compete foreign-made products. One of these manufacturers is Innoson, the manufacturer of Innoson Vehicles.
Despite being the pride of Nigeria, which is cost-effective compared to foreign brands in Nigeria, Innoson Vehicles is still fighting for relevance among Nigerians, and the latest outburst towards the worth of one of its cars and the creative design of Innoson’s engineers show that some Made-in-Nigeria goods still have a long way to go.
[READ MORE: Nigerians react as Anambra lawmakers reject Prado SUVs for Innoson SUVs]
Collison against Innoson
In the era of support Naija-to-grow-naira, it is surprising that the condemnation was almost deafening. The Nigerian automaker had supported the Big Brother Naija reality TV show that was organised for Nigerians, so one would think it was a collaboration from heaven but some Nigerians did not see it that way.
The criticism of Innoson brands was based on the company’s originality in the design of its vehicles and its price. The Innoson SUV has a striking resemblance with the Chinese car, BAIC BJ80.
Innoson IVM80 vs Chinese BAIC BJ80
Oshey……. pic.twitter.com/pl4EKYMO3z
— ?Sàngó Olúkọ̀so? (@Otunbakush1) October 9, 2019
Make we no lie…..this Innoson motor ugly die https://t.co/MISRZU9fkb
— ?Sàngó Olúkọ̀so? (@Otunbakush1) October 8, 2019
Finally someone says it! They honestly need to come up with finer designs not all these war-like vehicle designs
— Tall Fine Boy ? (@DarrenViktoh) October 8, 2019
Exactly! C’mon 25 million for this?? Innoson can do better now haba
— Tall Fine Boy ? (@DarrenViktoh) October 8, 2019
@innosonvehicles This is Very Welcome And Commendable ..I want to advise that your designers of Cars Need to be Sack..
— Blessed ?? (@ibeh_ALIBABA) October 8, 2019
It's like Nigeria is synonymous with mediocrity, even private businesses, because I don't get how you want to build a car brand, and not hire mad designers.
— DaRth ToBi BoY ? (@fthsya) October 8, 2019
Sey na this car they value 30mil. They have scammed us after all the huge Manet made.
— Olubambo adetayo (@tbamboozy) October 8, 2019
Upgrade Honda Element
— Cookies Policy (@trendyatso) October 8, 2019
25 million go buy me better C300 2016 with some change instead of this towing van
— Engr U•M•D (@uchola_donald) October 8, 2019
Did it inform of hummer, dude been copying lots of old designs lately…
— ☀FELA¤▲THE AVIATOR ⚓️?⚔️ (@OMOLEOFLAGOS) October 9, 2019
????, this is not different from what Kantanka's doing. Rebranding Chinese cars and boasting at the same time, SMH! https://t.co/FnuRELu1f7
— YEUJIIN OWLEVARD© (@yeujiinIOI) October 9, 2019
Tribal sentiment
Many insinuated that the negative reactions towards the Innoson vehicles were tribal sentiments. Some Twitter users said those who condemned the manufacturer did so because Innoson vehicles are manufactured in Anambra, and if the manufacturing factory was located in other regions in the South-West and North, there wouldn’t have been criticism. However, the critics distanced themselves from such a notion.
Supporters of MIN
Innoson was, however, well supported, regardless of the critics’ attempts to belittle its design. According to Nigerians who condemned the criticism of Innoson, there’s no goods or product that doesn’t bear a resemblance to existing brands irrespective of the sector.
I really don't know what you hope to gain in thrashing Innoson vehicles.
Yes they may not be as sleek as the Benzs and Toyotas but what did you expect?
These other guys had almost a century headstart in automobile manufacturing.
You Nigerians are something else ?— Adunni Achebe (@Adunni_Achebe) October 9, 2019
Innoson is better than Benz!
Why do we have problem in supporting made in naija? Be like say na this yamayama talk make Tunde ednut music career collapse. pic.twitter.com/s6BYSStnuu— #hashtag (@hashtag2weets) October 9, 2019
When Techno started producing android phones, what was the physical difference with Samsung.?
You see y'All think any of you can bring Innoson motor's down but I'm sowie bro that company is going to get bigger and bigger.
You ethnic bigot. https://t.co/0Lz5zGnQI8— ? Obong Ekpe ? (@Ody_johnson) October 9, 2019
Tunde Ednut made jest of Innoson and called it "Onitsha NEPA motor".
Like I don't understand how these morons look down on anything from East like they can do better.
The way these Traffic swamp dwellers talk down on Onitsha you would think Lagos is a Santorini! https://t.co/5t5YlnZa11
— Anambra 1st son? (@UchePOkoye) October 9, 2019
There's an unholy agenda to bring the pedigree of innoson motors to disrepute.
Try to read up the specifications of innoson cars instead of jumping on bandwagon.
I'd advise y'all promote what you love instead of killing what you hate. pic.twitter.com/StRDVPxXOr
— Ogbuefi Okafor?? (@MistaChika) October 9, 2019
What Tunde Ednut said about the Innoson SUV is surprisingly how a lot of Yoruba's view Igbos.
If its fake then its Aba Made.
Permit me to say this.Ndi Igbo are the most creative, enterprising and hardworking tribe in Nigeria did I even add Richest too. pic.twitter.com/iAxX9kuT37
— South East Focus (@SouthEastNaija) October 9, 2019
Innoson is better than benz pic.twitter.com/6yTBC5ElTz
— Ifi Matthew (@IfiMatthew) October 9, 2019
This Usu went on campaign of calumny against Innoson because he is into importation of tokumbo cars.
Now you see why we can't make progress.
This usu from Sango wants to continue to import second hand cars.
So the best way to go about it is to misinform public against Innoson. https://t.co/KgLxmLOXo0
— Anambra 1st son? (@UchePOkoye) October 9, 2019
If we can't appreciate or hype our own home made vehicles (innoson motors) then i don't think we are ready to move forward in this country. No wonder our leaders keep messing around with us cuz they already know that we don't love ourselves. ?
— I G O D O (@IG0D0) October 9, 2019
I would rather buy a brand new Innoson Motor than a tokunbo car.
Buy Naija to Grow the Economy #bbnaija#MercyQueenOfHighlights #MercyInnosonAmbassador— Mary Efombruh (@Mary_Efombruh) October 9, 2019
Innoson's car is ugly??
Even toy car you never produce you dey here dey castigate person product wey even if they sell you three times e no go reach buy am.
— Snr.Olisa?™ (@Puff_Duks) October 9, 2019
Innoson is ugly but you go collect if dem dash you abi? ?
Thunder faya your left yansh dia! pic.twitter.com/IeUm97iA7B
— ? OTUNBA LAMBA ?️ (@Elhay16) October 9, 2019
I saw a lot of comments by supposed celebrities, Tunde Ednut and Omo Akin especially on the Innosson jeep given to Mercy. The only reason they are condemning the car is because it's Nigerian made or should i say made in the South East.
— #hashtag (@hashtag2weets) October 9, 2019
Innoson Vehicles. Made in Nigeria yet despised by Nigerians. Hate all you want but you can’t stop a good thing! ⭐️ pic.twitter.com/Jft2hVnKID
— Umeh and 99 others (@UmehWrites) October 9, 2019
[READ ALSO: Irate Nigerians drag Imo State Governor for snubbing Innoson Vehicles]
Copycat in the automotive industry
Replica is not allowed in the automotive industry globally and any automaker involved in copycat design can be sued for copyright infringement and in some cases, unfair competition because the replica is often cheaper and more affordable compared to the original. However, a handful of Chinese automakers have been sued and the court ruled against them.
AfCFTA impact
With the free trade agreement already signed and likely to kickoff soon, it’s important for Nigerians to embrace Made-in-Nigeria goods in order not to be swept away by goods made in other African countries. The acceptance of Made-in-Nigeria goods will improve the production level and reduce unemployment in Nigeria.
Of course, after corruption and tribalism, the next problem we need to deal with in order to progress as a country is slavish mentality that foreign items are always better. A lot of young people can be excused for their ignorance because such beliefs are older than them. However, the Innoson company needs to be more creative and strategic in pricing and product positioning. They should strive to make more reliable mass market cars that will not cost too much above most high grade tokunbo cars in order to entice the public. High returns shouldn’t be their main goal for now, but rather mass market penetration and volume sales beyond institutional buyers who currently constitute the bulk of their customers.