The ongoing 25th Abuja Int’l Motorfair kicked off Tuesday, November 18, 2025 as Cedric Autos, a subsidiary of Cedric Masters Group officially unveiled the much-anticipated JIM-ISUZU Pickup, a rugged, technology-driven model poised to redefine Nigeria’s light-duty and commercial vehicle market.
The unveiling masterpiece JIM-ISUZU utility Pickup by His Excellency, the Vice President of Nigeria, Senator Kasshim Shettima, represented by Kingsley Tochukwu Udeh, Minister of Innovation, Science and Technology attracted an impressive crowd.
In attendance were government officials including the Minister of State for lndustry, Senator John Owan Enoh and Otunba Joseph Oluwemimo Osanipin, Director-General of the National Automotive Design & Devt. Council, (NADDC), Chief Emma Eneukwu, chairman, governing board of the NADDC Nigerian Customs Service, other government agencies top politicians, fleet operators, transport entrepreneurs, and automotive enthusiasts and exhibitors that gathered at the expansive exhibition ground in the Abuja Int’l Motorfair to witness what many described as “the next big thing in Africa’s pickup segment.”
A Head-Turning Debut;
The JIM-ISUZU bold stance, aggressive front fascia, elevated chassis, and aerodynamic contours signals a vehicle locally assembled and engineered for Nigeria’s toughest terrains and a vehicle that meets the demands of modern businesses.
Speaking during the unveiling, Chief Anselm llekuba, Chairman & CEO, Cedric Motors, described the JIM-ISUZU 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.
The JIM-ISUZU is not just a pickup; it is a dependable partner for the various government institutions and agencies, SMEs, farmers, fleet managers, construction firms, and individuals who demand durability without compromising comfort,” Ilekuba said.
Built for Nigeria, Built to Last,
The JIM-ISUZU powered by a highly efficient diesel engine, known for its low running cost, superior torque, and remarkable fuel economy features Cedric Autos says makes it ideal for both urban commutes and rural operations.
Key highlights of the new model include:
Advanced turbo-diesel powertrain for optimised for Nigerian fuel quality,
reinforced ladder-frame chassis designed for heavy-duty performance, smart digital dashboard, infotainment suite, and mobile connectivity, improved suspension geometry ideal for bad roads and off-road conditions, class-leading payload and towing capability, affordable maintenance with nationwide service support.
During a brief test-run demonstration at the fair by the NADDC DG inside the Eagle Square the vehicle displayed smooth acceleration, stable handling, and an impressive turning radius; qualities that drew applause from enthusiastic crowd and prospective buyers.
Regarded as boost for local automotive growth,
the launch of the JIM-ISUZU also aligns with Nigeria’s push for industrial growth and improved automotive sector performance.
The Nigerian Vice President commended Cedric Motors for investing in Nigeria’s auto sector and expanding options for local consumers.
On his part, the Minister of State for lndustry, remarked that, the entry of JIM-ISUZU is expected to“raise the competitive bar in the commercial vehicle space, stimulate fleet renewal, and support local content growth.”
Market Response: Excitement and Early Bookings
Barely hours after the unveiling, Cedric Motors confirmed that several corporate organisations and government agencies had already made early purchase enquiries.
Cedric Autos chairman said that, flexible financing options are also available through local banks to make the JIM-ISUZU accessible to SMEs and individual buyers.
Chief Anselm llekuba added that:
“We are confident that the JIM-ISUZU will quickly become a familiar sight across Nigeria — on farms, on construction sites, on highways, and in cities. This is a game-changer.”
A standout highlight of the 2025 Motorfair
As one of the headline attractions of this year’s Abuja Motorfair, the unveiling of JIM-ISUZU underscored the fair’s reputation as West Africa’s most influential automotive marketplace. With its bold design, rugged engineering, and competitive pricing, the JIM-ISUZU is set to compete strongly against established brands in Nigeria’s growing pickup market.
While the motorfair continues through the week with exhibitions from leading brands, and exclusive offers for visitors, many analysts say the JIM-ISUZU unveiling will remain this year’s Motorfair’s most talked-about moment.
