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By Moses Akaigwe
One of the highpoints of the just concluded 25th Abuja International Motor Fair was the official unveiling of a new pick-up truck assembled under the JIM-ISUZU brand name by an indigenous automaker, Cedric Masters Automobiles at its auto plant in the Lekki area of Lagos.
Among the high profile guests who witnessed the premiere of the new light truck at the Eagle Square venue of the fair, was captain of industry and CEO of Crome Group, Sir Emeka Offor, who was accorded the well deserved honour of having a feel of the vehicle
On hand to assist the industrialist and business mogul get familiar with the array of technological features of the JIM-ISUZU pick-up was the Chairman of Cedric Masters Group, Chief Anselm Ilekuba, who also acquainted his guest with other activities of the family of companies at their base in Lagos.
Apparently impressed with the quality and performance of the made-in-Nigeria pick-up and its features, the Crome Group Chairman applauded Cedric and Chief Ilekuba for contributing to the development of Nigeria’s auto industry.
He thumbed up for JIM-ISUZU, a tough, tech-forward pick-up engineered for Nigeria’s motoring environment.
From the opening of the fair on Tuesday, November 18, 2025, to the closing ceremony, fair visitors ceaselessly showed interest in the new pick-up – making Cedric Masters” stand one of the busiest.
The unveiling, performed on behalf of Vice President Kashim Shettima by the Minister of Innovation, Science and Technology, Kingsley Tochukwu Udeh, drew a massive crowd to the Eagle Square exhibition arena.
Senior government officials, including the Minister of State for Industry, Senator John Owan Enoh; NADDC Director-General, Otunba Joseph Oluwemimo Osanipin; NADDC Board Chairman, Chief Emma Eneukwu; top Customs officials; fleet operators; transport entrepreneurs; and a wide range of automotive enthusiasts joined the audience in witnessing what many called “the most exciting pickup debut of the year”.
Built for Tough Terrain
With its aggressive front fascia, raised chassis, aerodynamic profile, and confident stance, the JIM-ISUZU pick-up quickly asserted itself as a vehicle built for Nigeria’s toughest terrains.
Introducing the pick-up to some guests at the stand, the Cedric Motors Chairman described it as “the perfect fusion of Chinese engineering, Japanese technology, and African resilience.”
“Nigeria needs vehicles that can work as hard as its people — strong, reliable, fuel-efficient, and smart,” he said. “The JIM-ISUZU is more than a pickup; it’s a dependable partner for government agencies, SMEs, farmers, fleet managers, construction firms, and individuals who demand durability without sacrificing comfort.”
Engineered for Performance, Endurance
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Powered by a highly efficient turbo-diesel engine designed for low running cost and superior torque, the JIM-ISUZU comes equipped with:
*A reinforced ladder-frame chassis for heavy-duty use
An advanced digital dashboard and modern infotainment suite
Enhanced suspension geometry for bad roads and off-road capability.
During a test-run inside Eagle Square, the NADDC DG showcased the pickup’s smooth acceleration, tight turning radius, and impressive stability — earning cheers from spectators and potential buyers.
The vehicle’s launch aligns with Nigeria’s broader push for industrialisation and increased local automotive capacity. In his remarks, the Vice President applauded Cedric Motors for strengthening local assembly efforts and providing Nigerians with more reliable transport options.
The Minister of State for Industry added that the JIM-ISUZU’s entry is expected to “raise the competitive bar, stimulate fleet renewal, and support local content growth across the automotive value chain.”
Hours after its unveiling, Cedric Motors reported a wave of purchase enquiries from corporate organisations and government agencies.
Chief Ilekuba confirmed that flexible financing packages — designed in partnership with local banks — will make the pickup accessible to SMEs and retail buyers across the country.
“We are confident that the JIM-ISUZU will soon be a common sight on farms, construction sites, highways, and in cities,” he said. “This is a game-changer.”
Star Attraction of the 2025 fair
As the Abuja Motorfair continued with exhibitions from top global and local brands, industry watchers agree that the JIM-ISUZU unveiling stood out as the fair’s most electrifying moment so far.
With its rugged engineering, bold design, and competitive pricing, the new pickup is set to challenge established players and reshape Nigeria’s fast-growing commercial vehicle market.
