Low duty payments on imported smaller Toyota-branded vehicles, combined with durability and low maintenance costs, have driven the brand’s high importation levels in Nigeria, according to industry sources.
While most vehicles from 2015 onwards pay similar duty rates, Toyota models are generally cheaper when factoring in overseas purchase prices, clearing charges, and related costs. In contrast, luxury brands such as Mercedes-Benz and other high-end vehicles remain costlier.
The Apapa Chapter Chairman of the National Council of Managing Directors of Licensed Customs Agents, Abayomi Duyile, explained that Toyota’s popularity stems from cost efficiency and ease of maintenance. “Vehicles like Jaguar, Rolls-Royce, and others are high-end, so they attract higher duties. Toyota cars are also easy to maintain, which appeals to Nigerians,” he said.
Similarly, Ugochukwu Nnadi of the National Association of Government Approved Freight Forwarders noted that Toyota’s range of smaller models, such as the Yaris, Matrix, and Corolla, aligns with the purchasing power of most Nigerians, boosting demand.
The National President of the Association of Motor Dealers of Nigeria, Ajibola Adedoyin, added that Toyota’s enduring appeal is due to its durability, low fuel consumption, and easy maintenance, making it the most sold brand in the country.
