Manny Ita
Innoson Vehicle Manufacturing (IVM) has initiated a significant pivot in its brand strategy, moving away from its traditional focus on utility toward a “Cultural Heritage on the Road” campaign that targets the luxury automotive segment for the 2027 market cycle. Headlining this transition is the Innoson Ijele, a vehicle inspired by the majestic Ijele masquerade, which is being repositioned from its origins as a rugged pickup into a premium flagship SUV. The 2027 Ijele is engineered to offer a high-performance experience with 4WD capabilities and an innovative chassis featuring front double cross beam independent suspension, designed to provide a smooth ride on varied terrains. This exotic shift is reflected in the SUV’s “sedan-style” interior, which includes high-quality leather, ambient lighting, and intelligent digital displays aimed at competing with established international luxury brands.
As part of its 2027 vision, IVM is also accelerating the transition to sustainable energy by offering diverse propulsion options across its exotic range, including Compressed Natural Gas (CNG), Liquefied Natural Gas (LNG), and full Electric Vehicle (EV) variants. The electric flagship, utilizing the brand’s EX02 technology, is projected to deliver a range of 330km to 400km, effectively addressing “range anxiety” while maintaining high-end features like automated rear-view mirrors and remote sensors. Chief Innocent Chukwuma has confirmed that a multi-billion naira expansion at the Nnewi factory is specifically dedicated to these eco-friendly luxury models, with an annual production target of 60,000 units. Regarding the company’s evolution, IVM Head of Corporate Communications Cornel Osigwe stated, “The essence of culture is not static; it is a fluid force that evolves. The Ijele brings this ancestral spirit to life, framing it within the context of modern ingenuity.”
The shift into the exotic market is accompanied by a robust financial framework, as IVM has expanded its partnership with Access Bank and Sterling Bank to offer auto-financing with staggered payments for these high-value models. While entry-level luxury vehicles in the stable start at approximately ₦22 million, the 2027 flagship Ijele SUVs are expected to reach a price bracket between ₦60 million and ₦80 million. Due to the high level of customization required for the exotic range, the company has indicated a current waiting list of approximately six months for new orders. Reaffirming the brand’s commitment to durability, IVM clarified that even its most exotic 2027 models will retain the “Nnewi Promise” of reinforced shock absorbers and a standard three-year warranty on engines, axles, and gears, ensuring they remain suited for the African environment.
