As Mercedes cuts dealerships, Nigerian traders may be axed

There is uncertainty over the fate of some Mercedes-Benz dealers in Nigeria operating through Weststar Associates Limited (the authorized distributor of Mercedes Benz in the country) as there are speculations that they may be sacked.

This follows international reports that Mercedes-Benz plans to reduce its dealerships by 10% worldwide, and up to 20% in the home market, Germany, by 2025, as it targets direct sales.

The prolific car manufacturer plan to hit 25 per cent online sales by 2025 as well as secure 80 per cent of European sales through its new direct sales model by 2025.

“We want to have more proximity to the customer and therefore have better control over pricing,” Mercedes chief financial officer Harald Wilhelm recently said.

“That’s why we are moving from the current dealer role.”

Weststar Associates Limited dealers in Nigeria who may be among those that may be affected by this new policy of Mercedes Benz include Skymit, Sunny Motors, Barbedos Cars, Mercedes Benz Centre and Tetralog.

However, when an official of Weststar Associates Limited was contacted by Transport Day, he promised to get back with an official position of the company concerning the matter, but Transport Day was yet to get the feedback as at the time of filling this report.

Mercedes-Benz currently has approximately 6,500 Mercedes and Smart sales and service outlets worldwide, and roughly 1,000 dealerships in Germany.

According to Bettina Fetzer, Vice president of communications and marketing, cuts to its global dealership will take place by 2025 while cuts in the German market will take place by 2028.

Founded in 2007, Weststar Associates Limited came into being after the official exit of Mercedes Benz representative office in Nigeria, following the disinvestment of the German company from Anambra Motor Manufacturing Company (ANAMMCO), Enugu.

Source: Transport Day