HISTORY

The Toyota brand was first introduced to Nigeria in 1965 by R. T. Briscoe, then its exclusive distributor. In 1976, the Federal Government of Nigeria cancelled exclusive distributorship and appointed four additional distributors in Nigeria; Baloni Nigeria Limited, Bao Motors, Elizade Nigeria Limited, and Nelphinco Nigeria Limited.

Ten years later, Toyota Motor Corporation Japan appointed SCOA Motors and Westex Motors as additional distributors because of poor perfomance by some government appointed distributors; at this time the country was passing through a phase of economic transformation that led to the ruling government adopting an economic Structural Adjustment Program (SAP) to stabilize the system. This led to major changes in the Nigerian business environment.

By 1995 R. T. Briscoe, Elizade, SCOA Motors and Westex Motors were the only surviving distributors for Toyota Motors Corporation, Japan. A year later, in 1996, Toyota Motors Corporation decided to revert to sole distributorship option, owing to rivalry and aggressive competition between the four distributors. Thereafter, SCOA Motors and Westex Motors ceased to be distributors for Toyota.

In 1996 Toyota (Nigeria) Limited (TNL) started operations as the exclusive distributor for Toyota with the following ownership formula: R.T Briscoe holding 51 percent shares, Elizade Nigeria Limited holding 40 percent and EAC holding nine percent, EAC (majority shareholder in R.T Briscoe Plc) divested its operations in Africa ( Nigeria Inclusive ), which resulted in a revised ownership structure that gave Elizade Nigeria Limited (ENL)  100 percent share ownership.  Toyota Motor corporation Japan upon request to Elizade Nigeria Limited, allowed Sumitomo Corporation of Japan to invest in Toyota’s business in Nigeria to the level of 26 percent  equity holding.   

In its early days in Nigeria, the Toyota brand had to strive for acceptance, particularly in the face of competition from Nissan, Peugeot and other established brands. In the late 70’s and mid 80’s there was another wave of competition backed by strong Government patronage: the Federal Government had taken a stand to buy vehicles assembled locally. However, with positive development in the financial sector paving way for easier purchase terms, quality product line up, strong and superior marketing effort, propelled by excellent after sales services, the Toyota brand is currently the brand of choice in today’s Nigerian automobile market.   

PRODUCT

Toyota (Nigeria) Limited offers the Nigerian public high quality products tailor-made to suit the Nigerian climatic and road conditions. What indeed has set Toyota apart from competition is the excellent range of products in the brand’s portfolio that have met the demand of the market in terms of customer satisfaction.

Some of the products offered are:

Passenger vehicle models: including the Corolla, Avensis, Camry etc.

Commercial vehicle models:: including the Huilux pick up, Hiace, Coaster, Land cruiser etc.

Some of these models are modified to meet specific fleet’s special requirements and challenges without compromising set standards. A great deal of premium is placed on after sales service support as the company is not only sales oriented but market driven to ensure that we make our customers partners for life. One element of trust that Toyota (Nigeria) Limited has been able to build into the mindset of its customers is the availability of geninue spare parts. This has helped it bond with its customenrs, giving it a competitive edge over other automobile products in  the market.

THINGS YOU DID NOT KNOW ABOUT TOYOTA

• The First Toyota Prototype passenger vehicle was completed in 1935.  

• The Toyota Motor Corporation was founded in 1937 by Kiichiro Toyoda, as a division of his father's textile equipment business; the Toyoda Automatic Loom Work.

• The new automobile company was named "Toyota" instead of the family name "Toyoda".

• In 1962, the Toyota Motor Corporation produced its 1 millionth vehicle in Japan. Toyota Corolla was first introduced in Japan.

• By 1986, the Toyota Motor Corporation produced its 50 millionth vehicle in Japan.