AFRICA remains the last continent to embrace automobiles. Nissan says the average number of cars per 1 000 people around the world is 182, but only 42 cars per 1 000 people in Africa.
At its factory in Rosslyn, Gauteng, Nissan is making the new Navara line for more than 45 African countries, some of which will use left-hand drive.
However, electric vehicles (EVs) are too expensive for most people in Africa, as they are in many other countries around the world. Also, some African countries, like Zimbabwe, have problems with power outages, which make it challenging for global executives to invest in EVs on the continent. If the manufacturers are moving away from fossil fuel, what options do we have as just users and consumers?
Electrification is inevitable.
"The arrival of HEVs and EVs in Africa is inevitable with time. Nissan is ready with our technology, e-Power, and more," Jordi Vila, Nissan Africa President, stated.
The e-Power technology device from Nissan has a petrol engine, a power generator, an amplifier, a battery, and an electric drive. The battery pack stores energy that the electric motor sends straight to the wheels.
"We launched it in Morocco with the Qashqai last year and in Egypt with the X-Trail in February," Vila said at a recent media event for the
Nissan Navara in South Africa.
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He said they were using their technology because Africa's electricity infrastructure was not ready. South Africa is progressing since it released an electric vehicle policy roadmap last year, which laid out steps to help people switch to EVs, such as offering tax breaks.
Zimbabwe needs a policy outlining automotive electrification.
Navara is made in Africa for Africans.
Africa should be able to make its own cars. Everything we need is here.
A few manufacturers are now producing some cars in Africa. One of them is Navara. The third-largest car company in Japan by sales has factories in both Egypt and South Africa, which it owns outright. It has been in Africa for more than 60 years.
Vila said that Nissan is sending pickup cars made in South Africa to new markets in Algeria, Libya, Sudan, Tunisia, and Egypt.
More updates and choices for the Navara.
The company is also adding two new double-cab types to its Navara line to make it more appealing to a wider range of people. Nissan will price the new Navara models lower than the current models. They will offer excellent value while still having the same excellent speed, sturdiness, and comfort that the Navara is known for.
Nissan spent R3 billion (US$173,3 million) to make the Rosslyn plant one of the most up-to-date of its kind when the Navara production began. When it comes to Light Commercial Vehicles, Nissan South Africa is the place to go.
President of Nissan Africa Jordi Villa says, "The expanded Nissan Navara range will shortly be available in Africa".
"By putting the Navara on the market in North Africa with left-hand drive, we now cover the whole continent, from the very southern tip to the north coast of Egypt and everywhere in between."
He added, "No doubt, Nissan and our Rosslyn factory are proud of this moment".
New logo
The brand-new Nissan mark, a modern and dynamic take on the famous logo, is now on all new Navara models. It represents the company's forward-thinking approach and long-term dedication to innovation.
The new badge bears a resemblance to the badges on models such as the new Nissan Patrol. The new badge aims to revitalise the Nissan brand. The well-known Nissan image is available in a more modern and sleeker form. It showcases the brand in the middle of Japan's Rising Sun.
Yoshisuke Aikawa, Nissan's founder, held a belief known as "Shisei tenjitsu o tsuranuku", which translates to "If you have a strong belief, it penetrates even the sun". The Nissan sign has stayed true to this belief. Now it looks to the future, where Nissan will still help families and companies live their best lives.
Crucial market for Nissan
Jordi Vali, president of Nissan Africa, told the press at the event.
"I just want to make sure you know that Zimbabwe is a very important market for us,” he said.
We remain committed to the Nissan Navara and have implemented today's updates and more options accordingly. These are well-suited to the market. We work very closely with a network of dealers in Zimbabwe.
Their sales and service are highly skilled and professional. Today, we released better versions of the Navara pickup truck. Then there are the new SUVs we are working on, like the Nissan Magnite.
We will soon be announcing update and upgrades to these cars. We did say, as part of our plan that more SUVs would be coming to Africa between now and 2026.
When it comes to HEVs and EVs, I think Nissan's e-power technology is better than what other companies use. This system is what Nissan will use to sell cars in Africa.
Nissan is proud of this technology for its ease of use and fuel savings.
He said Zimbabwe will benefit from this technology. Vila is from Barcelona and has worked for Nissan for 30 years. He has a lot of experience in sales and marketing in senior positions at regional offices and markets, such as Nissan Netherlands and Nissan Nordics, as well as in sales and network operations for Nissan in Europe.
Before this job, he was divisional vice president of marketing and sales for Nissan Europe, and prior to that, he was senior vice president of sales and marketing for Asia and Oceania.
He said: "Africa is a strong and important market for Nissan, and it will offer many chances in the years to come.
"We have a strong presence in Africa, and I am sure we will continue to use that knowledge to give our African customers the best products and services".
Nissan Africa is in a favourable situation because it has a strong organisation, a clear brand plan, and a product line that is the same across the whole continent. Nissan is the only OEM with fully owned factories in Egypt and South Africa, as well as assembly plants in Ghana and Nigeria. The company is ready to advantage from the continent's growth.
Nissan demonstrated its commitment to Africa by sending five Navaras and a Nissan X-Trail on the Daring Africa 2024 trip. The journey began in South Africa, the home of the Navara, and included stops in Mozambique, Zimbabwe, Zambia, Malawi, and Kenya before concluding in Egypt.
The fact that the expedition went through Zimbabwe shows how important our country is to Nissan.
The epic adventure shows off Navara's strengths and Nissan's African partners in each market.
It also connects the production plants in Rosslyn and Cairo before the Navara hits the Egyptian market.
Africa is important for Nissan.
Africa is a useful and important market for Nissan, and the years to come will bring many chances to grow. Nissan has a big footprint in Africa, and the company will keep using its knowledge to give African users the best goods and services possible.
He said that the continent has a special place in Nissan's heart and in its plans because it was the last major car territory in the world.
- andrew@muzamhindo.com.
