Ghana’s appetite for brand-new vehicles appears to be strengthening as consumers increasingly consider affordability, warranty protection and long-term value when deciding between new vehicles and used imports.
The trend was evident at the two-day Channel One TV–Zonda Tec Auto Sale and Expo in Accra, which attracted prospective vehicle buyers, government officials, business executives, industry players, academics and celebrities.
The exhibition, which ended on Friday, August 14, provided consumers with an opportunity to inspect and compare a range of vehicles while engaging dealers on prices, after-sales support and ownership options.
Strong patronage during the expo prompted Zonda Tec Ghana Limited to extend its promotional prices to Saturday to accommodate customers who were unable to attend the event.
The Chief Executive Officer of Zonda Tec Ghana Limited, Yang Yang, said the response from customers exceeded her expectations, with sustained traffic recorded at the company’s Dzorwulu showroom throughout the exhibition.
“I really want to use this opportunity to thank Channel One TV. It’s really beyond my expectations,” she said.
According to her, customer traffic was heavy from the opening day and continued into the second day.
“Even from the first day, we can see the customers flooding into our Dzorwulu branch. And then on the second day, we continued the same trend,” she said.
She explained that congestion around the showroom prevented some prospective buyers from reaching the venue, compelling the company to extend the promotional prices for an additional day.
“So many customers have sent a message to us because the road is choked. They were not able to come. Let’s continue tomorrow,” she said.
Ms. Yang, however, cautioned that the special prices were temporary and would not be maintained after Saturday.
“Our price: we are going to have the promotional price for three days. After these three days, we cannot maintain this price again,” she said.
The expo also generated significant commercial interest, with the company recording payments from prospective buyers during the event.
Ms. Yang cited the experience of one of the company’s marketing officers, who attracted more than 10 customers to the showroom, five of whom had made payments.
“I said, exactly how many have made the payment? He said, five. Only for one marketing man, alone,” she said.
Although the figure related to a single sales representative and did not represent the expo’s overall sales, it indicated the level of customer conversion generated during the event.
For many patrons, affordability was one of the strongest attractions.
Some consumers said promotional pricing, combined with the warranty offered on new vehicles and the opportunity to physically inspect the cars, was making brand-new vehicle ownership increasingly attainable.
A public servant, Barikisu, said the value proposition was difficult to ignore.
“For a price like this for a brand-new car, I will go for it: a brand-new car and a five-year warranty. Who doesn’t want a warranty?” she said.
Gospel musician Perez Musik, who attended the exhibition, said the experience had challenged some of his previous perceptions about Chinese vehicles.
“People say a lot about Chinese vehicles, so I said to myself, let me come and experience it. I should come and see and ask questions that I have, and honestly, I am very satisfied,” he said.
He singled out the Tank 700, describing it as impressive in terms of its design and perceived quality.
“The Tank 700, I think it is an amazing car. Wow, I don’t even know how to describe it. It is very bold, and it feels very safe, and it gives you some level of confidence,” he said.
Businessman John Mahama similarly urged consumers to reconsider long-held perceptions about Chinese vehicles.
“There’s a notion that Chinese cars are questionable, but just believe in it,” he said.
The expo also triggered wider discussions about Ghana’s automotive industry, including local vehicle assembly, job creation, after-sales services and the country’s continued dependence on used vehicle imports.
The Deputy Minister for Foreign Affairs, James Gyakye Quayson, said his visit to the exhibition had changed his perception of the quality and value of Chinese vehicles.
“We have always had the second thought that Chinese products are low quality and all that, but seeing what I’ve seen, I think the quality is in there and the value, most of all, for the average person, for the developing country, economy and everything, I think,” he said.
Mr. Quayson challenged consumers to carefully consider value for money when purchasing vehicles, particularly where newer alternatives could offer lower acquisition costs.
“So why would you lock up about two million cedis and say a Japanese Land Cruiser, when a million cedis can get you in something like that? So do the math,” he said.
Renowned marketing scholar Professor Ebo Hinson, who delivered the keynote address, said Ghana’s continued reliance on used vehicle imports was contributing to a significant economic challenge.
He called for increased support for local vehicle assembly and the production of new vehicles that could be made affordable to a wider section of the population.
“Ghana still imports used vehicles, contributing to a significant trade deficit. What I’m advocating here today is that we need more of what Zonda is doing so that we can all afford new vehicles that will last a lifetime,” he said.
Prof. Hinson further argued that Ghana’s automotive ambitions should extend beyond assembling vehicles to the production of local components and eventually engineering and vehicle design.
Head of Events and Partnerships at Channel One TV and Citi FM, Frema Adunyame, said the partnership with Zonda Tec was aimed at connecting consumers with businesses and bringing products shaping Ghana’s economy closer to the public.
She said the affordability conversation was particularly important given concerns about the condition of some vehicles on Ghana’s roads.
“We want the Ghanaian people to know that you also deserve brand new vehicles; they are cars that you can purchase regardless of how much you are earning,” she said.
Ms. Adunyame also called for greater attention to vehicle safety and roadworthiness.
“Let’s get rid of all the rickety cars on our roads. We are recording a lot of accidents; most of these are also because of the vehicles we are using,” she said.
Although the expo officially ended on Friday, Zonda Tec extended its promotional prices to Saturday, offering customers who missed the event an additional opportunity to inspect the vehicles and take advantage of the discounted offers.
Beyond the immediate sales, the event has renewed discussions about the future of Ghana’s automotive market, particularly the need to make brand-new vehicles more affordable while strengthening warranties, after-sales services, local assembly, and domestic manufacturing.
The growing consumer interest demonstrated at the expo suggests that, for an increasing number of Ghanaians, the decision between buying a used import and investing in a new vehicle is becoming less about price alone and more about value, reliability, safety, and long-term ownership costs.
