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Interview:
Corporate Nigeria (CN) talks to
Mr. Mirko Plath, Managing Director
Weststar Associates Ltd
The Best or Nothing
CN: Weststar Associates Ltd is the general distributor of Mercedes-Benz in Nigeria. Can you give some detail of your company’s corporate history?
Mr. Mirko Plath: Weststar Associates Limited as the Authorised General Distributor for all Mercedes-Benz vehicles in Nigeria handles, according to the agreement signed with Daimler AG in 2008. The entire product range of the brand Mercedes-Benz, from Passenger cars to vans, city and intercity buses plus light and heavy-duty trucks, including supply of genuine spare parts as well as the distribution right of the high end luxury Maybach. Weststar, (a derivative of the 'west' as in West Africa and the 'star' representing the Mercedes-Benz logo) is currently responsible for coordinating the manufacturer’s business activities in Nigeria which includes dealer support, marketing, public affairs, training, overall strategic and operative sales development and after-sales services.
As well as supplying Mercedes-Benz luxury cars to the Nigerian market, Weststar Associates is also a distributor of Mercedes-Benz trucks and buses. Can you describe the different markets you cater to?
Mercedes-Benz, as a well-known brand, has built its reputation all over the world on a foundation of quality, safety, technological leadership and sustainability. The company's marketing programme has been instrumental in cultivating this reputation, and has successfully targeted all markets in the automobile sector which aside the passenger cars segment, includes as well, the commercial vehicle market with the supply of vans, minibuses, city and intercity buses and trucks. Meaning, no segment of the total market is left out in Nigeria.
Can you give some detail of the penetration of Weststar Associates in Nigeria?
Weststar’s penetration came on the heels of the initiative by Daimler, to restructure the Mercedes-Benz business activities in Nigeria. Mercedes-Benz is building on its very long tradition in Africa, as the brand has enjoyed and still enjoys a leading position in the Nigerian market for more than 50 years as one of the fastest growing markets in the African continent. Nigeria was identified by Daimler AG, Stuttgart, Germany, as a market with an increasing potential Due to its positive economic development, which prompted Daimler’s initiative to restructure the Mercedes-Benz business activities in Nigeria with a view to establishing the right professional approach and structured business processes, a necessary strategic decision in order to be prepared for the future in a growing market.
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