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By Moses Akaigwe
Cedric Automobile Assembly Company has explained that the desire to deliver high-quality vehicles that combine Japanese engineering and Chinese innovation at competitive prices, led to the assembly of JIM-ISUZU pick-up trucks and bus models in Nigeria.
The company says the move was also motivated by a commitment to support the growth of Nigeria’s automotive industry through local assembly.
Chief Executive Officer of Cedric Masters Group, Chief Anselm Ilekuba, disclosed this in an interview, noting that the JIM-ISUZU pick-up assembled at the company’s plant in Lekki have quickly gained the confidence of users in both government institutions and the private sector.
JIM-ISUZU, formally known as Jiangxi Isuzu Motors, is a joint venture between Chinese and Japanese partners, producing a range of commercial vehicles including pick-ups and the 15-seater Roar bus.
According to Ilekuba, the brand leverages a blend of Japanese and Chinese technology to deliver durability, efficiency and value to customers.
“The JIM-ISUZU brand is built on a hybrid of Japanese and Chinese technology. We introduced this combination to Nigeria to deliver superior value to consumers,” he said.
He revealed that within a few months of rollout, hundreds of the company’s 2.4-litre pick-up trucks have already been deployed across different parts of the country.
As the authorised assembler of the brand in Nigeria, Cedric Autos— a subsidiary of Cedric Masters Group — says it is encouraged by the level of patronage so far and plans to gradually expand the range of JIM-ISUZU vehicles available in the local market.
Ilekuba added that the vehicles are already in use by several government agencies and institutions.
“Our vehicles are widely adopted by regulatory and government institutions in Nigeria. Notably, the Director-General of the National Automotive Design and Development Council (NADDC) uses our vehicle, and the Minister of State for Industry, Trade and Investment is also a user.
“The Nigeria Customs Service is our largest institutional client, having awarded us about 80 percent of its pick-up vehicle requirements after a rigorous evaluation.”
He added that the vehicles are also being used by the Ministry of Finance, the Department of State Services, and some state governments, including Anambra State.
Ilekuba attributed the growing acceptance of the JIM-ISUZU pick-up in Nigeria to its rugged performance and reliability, which he said are derived from the technological partnership between the Chinese and Japanese manufacturers.
According to him, the vehicles combine strong suspension systems inspired by the legacy of the legendary Isuzu Tiger with modern interior features, improved infotainment systems and enhanced comfort.
“Japanese engineering ensures durability and powertrain strength, while Chinese advancements contribute aesthetics and media technology. Global brands maintain uniform quality standards regardless of assembly location,” he explained.
The Cedric Masters Group chief also emphasised that strong after-sales support has been a key factor behind the brand’s steady penetration of the Nigerian market.
“After-sales service is our core strength. Our partnership with a global brand ensures that any technician familiar with Japanese vehicles can service our products. Spare parts—both OEM and aftermarket—are readily available nationwide.”
He noted that the company operates offices in Lagos, Abuja, and Port Harcourt, supported by a nationwide service network through its Tyre Masters centres as well as licensed dealers in Nigeria and Cameroon.
The JIM-ISUZU pick-ups and Roar buses are powered by a 2.4-litre turbocharged engine designed to meet global emissions standards.
Ilekuba said the smaller turbocharged engine delivers stronger performance, lower emissions and improved fuel efficiency.
“The market response to this technology has been overwhelmingly positive,” he said.
Cedric Autos’ assembly plant in Lekki currently has an installed production capacity of about 2,000 vehicles annually, with room for expansion.
However, the company deliberately limited its early production scale to avoid excessive borrowing and high operating costs.
“We are ready to scale up production as demand grows,” Ilekuba stated.
He described the JIM-ISUZU pick-up as the company’s flagship product, stressing that Cedric Autos prefers to focus on a limited product range while maintaining high quality.
“Our vehicles are engineered specifically for Nigerian terrain and operational realities, offering a credible Made-in-Nigeria alternative to imported models such as the Toyota Hilux.”
Looking ahead, the company plans to expand its product offerings through new partnerships.
“We are finalising technology transfer agreements with Original Equipment Manufacturers to expand our product portfolio in line with our development roadmap,” he added.
Cedric Masters Group first gained prominence as a major tyre marketer under Cedric Masters Ltd, with branches across Nigeria and Cameroon. The Group now operates several subsidiaries in the automotive sector.
“Under our auto dealership arm, Cedric Motors, we run conventional dealerships for leading automotive brands. We import and sell brand-new vehicles, provide robust after-sales services, and stock spare parts.
“However, the flagship of our automotive operations remains Cedric Automobile Assembly Company, which reflects our long-term commitment to Nigeria’s industrial development,” Ilekuba said.
