Toyota vs Honda: Why Honda is struggling against Toyota in Nigeria


Posted by: Henry Egan

Share this post:
We're sure you've also wondered why Honda struggles to outclass Toyota in Nigeria. This article will explore this in detail with our Toyota vs Honda comparison.

Toyota vs Honda is surely one of the biggest and most popular auto manufacturing competitors in the world by all standards. In fact, Toyota stands as the largest automobile manufacturer in the world by market capitalization, with a value of about $202 billion while Honda comes in at 6th with a market cap of about $47 billion. 

Overview of Toyota vs Honda

Both Japanese firms have had a storied evolution from small beginnings and have maintained an unassailable presence in the global auto market. Honda started its journey in 1948 developing motorcycles before beginning the production of cars and was the first of the two auto giants to have an imprint in Nigeria in terms of a production/assembly plant established as far back as 1979 in Ogun state.

Honda remains the only one between the two brands to have a physical wholly-owned subsidiary here in Nigeria, in fact, Honda currently runs two subsidiaries in the country, with one of them, Honda Automobile Western Africa Ltd involved in the assembly and production of cars. As early as 2015, the Honda Automobile Western Africa Ltd successfully assembled a Nigerian Semi-Knocked Down model of the famous Honda Accord.


Honda is one of the few auto giants that still operates a plant in Nigeria

Toyota on her part began as a spin-off from her parent company in 1936 and is the first of the two brands to begin exporting cars to Nigeria as early as 1965.

However, Toyota, unfortunately, has no real presence in Nigeria, besides its partnership with Elizade motors which serves as the sole distributor of its vehicles in Nigeria. The company has no physical presence or subsidiary in Nigeria which is not so cool considering the volume of Toyota cars that find their ways into Nigeria.

From the foregoing overview, you would be forgiven on paper to say that Honda has a better presence in Nigeria than Toyota, in terms of market volume.

However, that is not the case, as Honda has struggled to march Toyota's presence in the Nigerian market. This article will highlight two areas of why this is so.

Toyota vs Honda: Why Honda is struggling against Toyota in Nigeria

1. Toyota vs Honda Reliability: Honda struggles to out-do Toyota when it comes to Reliability

Nigerians are generally stylish people that love to make a style statement anywhere they go. This high style gradient also translates to the cars they drive, so basically Nigerians like stylish and fine-looking cars.

However, the reality of our roads combined with our tropical weather means that we have to strike a balance when it comes to choosing between aesthetics and reliability. As we already know, we generally prefer cars that are durable and reliable, when you consider how difficult it is to come by money these days.

With this backdrop, you will easily connect to my wavelength of thought when I say that Honda has lost so much ground to Toyota when it comes to the area of durability and reliability.

Toyota has continuously kept its identity as a category king when it comes to mechanical reliability especially with her two most popular models, the Toyota Camry and Toyota Corolla. No wonder, the country is littered with millions of Toyota Corolla and Toyota Camry models.

Year after year, Toyota makes sure to fix small and major technical and mechanical issues reported in their cars, with this their vehicles getting improved reliability and year-on dependability rating.

On the other hand, Honda seems to be heading downhill year after year when it comes to reliability. Interestingly, as Honda vehicles get improved aesthetics and road performance, their vehicle's reliability and dependability ratings plummet. This is why more and more Nigerians are shifting away from the Honda brand, and even some die-hard Honda fans who are generally starched up in Northern Nigeria, a beginning to add Toyota models to their garages.

Aside from that, Honda cars are generally plagued by bolt joint and tie rod issues, transmission failure issues, and even steering column complaints. Some people have even reported issues with cracked engine blocks.


Faulty ball joints are one of the most common Honda issues

All these issues most times occur without prior notice, no wonder people find it increasingly difficult to invest their cash in a Honda model. In fact, if you were to visit a mechanic shop and declare to everyone that you’re planning on getting a Honda car, trust me, you’ll definitely have a change of heart after the comments you’ll hear about this brand when it comes to mechanical reliability.

This is by all means the biggest factor that makes the Honda brand struggle for market share in Nigeria against a Toyota brand that ticks the reliability box.

>>> If you are looking for reliability, this article might help: Top 5 cheapest but reliable cars for commuting in Nigeria

2. Toyota vs Honda Resale value

The local car sales market is really growing and people are now finding new channels to sell personal cars. So, when trying to sell your car, you’ll want to get the best value, however, the resale value of a car is generally influenced by several factors and one major one is the vehicle brand.

Considering Honda’s low-reliability rating, it is easy to understand why the resale value of the car is not so encouraging. There is nothing as annoying and discouraging as having a good looking Honda car being priced way before its expected market value, priced way lower than a Toyota car even when both cars are in similar condition and shape.

So rather than buy a car that will be so difficult to sell or one with a terrible resale value, people rather choose the Toyota which will fetch you handsome cash whenever you try to resale. 


Honda cars are looking finer by the day

>>> Click to reveal related posts about resale value:

What Honda can do to push Toyota Back?

Already Honda has all it takes to be the King of Nigeria’s auto market, considering that it already has a plant that builds Semi-knock down models, as well as years of experience understanding how the Nigerian market works.

  • Honda will have to invest in research and development of auto technology targeted at the Nigerian market taking into consideration our roads and environmental conditions. This will mean that the cars built at the Ogun State plant are specifically meant for Nigeria and Africa. I believe this was the approach with the Semi-knocked down Honda Accord model assembled in 2015, Unfortunately, this Nigeria Assembled Honda Accord has not gotten the right publicity which thus leads us to our next suggestion.
  • More needs to be done to improve the visibility of any region-specific models built. This is imperative if you consider the low patronage the SKD Honda Accord received, very few people knew about it because not so much noise was made about it or maybe the noise didn't get to the people properly, Consequently, Honda will have to partner with the right people in the media and may have to change their advertisement/marketing strategy. 


So Honda, hope we have your attention now. offers one of the biggest online auto market-places in the country that allows you access to our over 2 million monthly visitors. So why not partner with us. Anyways we hope you guys enjoyed this article on Toyota vs Honda: Why Honda is struggling against Toyota in Nigeria, please do well to visit our pages for daily updates.

Before we go, why not check out this expert review by Scotty Kilmer on Honda vs Toyota:

>>> Do well to arm yourself with the best market info from our Tips and Advice section on

Share this post:
Henry Egan

Henry Egan


Henry Egan a poet, essayist, content writer, blogger and technical writer who is willing to read just that last material to develop the best content possible. Henry feels he is more of a new generation writer with a sassy and swanky style. You can be sure you'll get all the facts in and never get bored with his articles.

He has got a flair for technical reviews on automobile and cars. He studied Mechanical Engineering but his first love remains Literary Art.

Related Articles

See more
Covid 19