The 25th Abuja International Motorfair opened on a high note on Tuesday, November 18, 2025, as Cedric Autos, a subsidiary of the Cedric Masters Group, unveiled the highly anticipated JIM-ISUZU Pickup—an all-new rugged, tech-driven utility vehicle positioned to redefine Nigeria’s light-duty and commercial vehicle segment.
The unveiling, performed by the Vice President of Nigeria, Senator Kashim Shettima, represented by the Minister of Innovation, Science and Technology, Kingsley Tochukwu Udeh, drew a large and enthusiastic audience.
Also present were top government officials, including the Minister of State for Industry, Senator John Owan Enoh; the Director-General of the National Automotive Design and Development Council (NADDC), Otunba Joseph Oluwemimo Osanipin; Chief Emma Eneukwu, Chairman, NADDC Governing Board; representatives of the Nigeria Customs Service; fleet operators; transport entrepreneurs; industry stakeholders; and automotive enthusiasts.
The crowd converged at the expansive exhibition grounds in Abuja to witness what many hailed as “the next big thing in Africa’s pickup segment.”
The JIM-ISUZU made an unmistakable debut with its bold stance, aggressive front fascia, elevated chassis, and aerodynamic contours—hallmarks of a vehicle engineered for Nigeria’s toughest terrains and the demands of modern businesses.
Speaking at the unveiling, Chief Anselm Ilekuba, Chairman and CEO of Cedric Motors, described the new model 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 not just a pickup; it is a dependable partner for government institutions, SMEs, farmers, fleet managers, construction firms, and individuals who demand durability without sacrificing comfort.”
Powered by an efficient diesel engine renowned for low running costs, strong torque delivery and impressive fuel economy, the JIM-ISUZU is tailored for both urban use and rugged rural operations.
Key features include:
Advanced turbo-diesel powertrain optimised for Nigerian fuel quality
Reinforced ladder-frame chassis for heavy-duty performance
Smart digital dashboard and infotainment suite with mobile connectivity
Improved suspension geometry for bad roads and off-road conditions
Class-leading payload and towing capacity
Nationwide maintenance and service support at affordable cost.
A statement explained that during a test-run demonstration inside Eagle Square led by the NADDC DG, the vehicle impressed the crowd with its smooth acceleration, tight turning radius and stable handling—earning cheers from early prospects and enthusiasts.
The firm explained that the launch aligns with Nigeria’s broader drive to strengthen local automotive production and reduce dependence on imports.
In his remarks, the Vice President commended Cedric Motors for expanding the nation’s industrial base and offering consumers more high-value options.
The Minister of State for Industry added that the entry of the JIM-ISUZU is expected to “raise the competitive bar in the commercial vehicle space, stimulate fleet renewal, and support local content growth.”
According to the statement, within hours of the unveiling, “Cedric Motors reported a surge in enquiries from corporate organisations and government agencies.
“Flexible financing options through Nigerian banks are also in place to support SMEs and individual buyers.
“We are confident that the JIM-ISUZU will soon become a familiar sight across Nigeria—on farms, construction sites, highways, and in urban centres. This is a game-changer,” Ilekuba said.
