Nissan Ghana (Auto Parts Ltd) - Q2 2013

SWOT Analysis


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Company Overview

Auto Parts (APL) was incorporated in 1941 and became a distributor for Nissan Motor, the first Japanese brand in the country, in 1960. The company operated an assembly plant in Accra from 1965 to 1979, when operations changed to just imports. It still boasts one of the biggest servicing workshops in the region and is planning to expand its dealership network through agreements with four new partners.

Nissan is also represented by Japan Motors (JM), which was established in 1965. The company operated two assembly lines until 1980, when tax breaks were withdrawn by the government at the recommendation of the World Bank and IMF.


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Financial Data

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Operational Data

  • Year established (APL): 1941

  • Year established (JM): 1965

Company Details

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Latest News

The Nissan Almera was launched in Ghana in June 2012. At the launch in Accra the general manager in charge of sales and marketing of Japan Motors dealership, Imad Antoine Ghorayeb, said: 'The design comes with a premium feel, good visibility and class level.' It will be aimed at individuals and corporate clients for business, private and family use. Ghorayeb added: 'With the launch, the new Almera cars are now available at all our showrooms across the length and breadth of the country at an affordable price.'

Nissan's Sub-Saharan operations are coordinated by Nissan South Africa, which has invested in expanding its capacity for regional exports. In July 2011, Nissan highlighted Ghana alongside Angola, Kenya, Mauritius and the Democratic Republic of the Congo as markets in the region with highest growth potential. Nissan mentioned Ghana as being particularly likely to offer double-digit growth. The region will see 12 new Nissan launches leading up to 2016 as it targets sales of 52,000 units in Africa (excluding South Africa, Egypt, Libya and Sudan).

Nissan is also expanding its sales network. In April 2012, JM opened a new showroom in Tamale, which will serve the three northern regions of the country. JM has been targeting the north in particular as part of its growth offensive, which saw the company surpass its new vehicle sales target by 20% in 2011 and meet its after-sales objectives.

This article is tagged to:
Sector: Autos
Geography: Ghana

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