Sales challenges in the local automobile industry
There was a lot of excitement in the Ghanaian Automobile Industry as the first Vehicle Assembly Plant, in the modern era, was established by Volkswagen Ghana in August 2020, followed by Toyota Ghana and others. Users anticipated cheaper vehicles relative to newly imported models while assemblers and dealers expected an increase in sales units of the vehicles but has that been the case? The challenges go both ways for both the assembler or the dealer and the user. In the first part, we will focus on the challenges of the assembler or the dealer in selling their products. Image courtesy www.myjoyonline.com Market Size With a population of a little over 30 million, Ghana is a small marketplace for 6 vehicle assemblers and counting. This is in addition to other dealerships that import finished products and the Pre-Owned car dealers. Some dealerships like Japan Motors (Nissan), Rana Motors(Kia), Toyota Ghana(Toyota), Stallion Motors (Hyundai) and others have branches across the country t
