Client: Elizade JAC Autoland (exclusive distributor for JAC vehicles in Nigeria)

Website: www.airtel.com.ng/

Project: Go-to-Market Strategy & Integrated Product Launch (T9 Pickup & JS8 PRO SUV)

Timeline: 2nd – 22 October, 2025

Role: Lead Strategist

The Challenge: Penetrating a Saturated Market with Polar Opposite Offerings

Elizade JAC Autoland, the exclusive distributor for JAC vehicles in Nigeria, faced a significant strategic challenge in mid-2025. They were preparing to launch two fundamentally different vehicles into one of the continent's most competitive automotive markets: the rugged, powerful JAC T9 Pickup and the spacious, family-focused JAC JS8 PRO SUV.7 The core problem was twofold: how to make these new entrants desirable against formidable competition, and how to craft two distinct marketing narratives for two very different target audiences without creating a confused brand message.

By mid-2025, Elizade JAC Autoland faced a critical inflection point. As the exclusive distributor for JAC in Nigeria, they needed to break the stranglehold of entrenched Japanese competitors. The challenge was compounded by the assets themselves: they were preparing to launch two fundamentally different vehicles simultaneously.

1. The JAC T9 Pickup: A rugged, powerful workhorse aiming for the commercial and adventurer segment.
2. ^{The JAC JS8 PRO SUV: A refined, spacious family vehicle aiming for the premium urban segment.}

The core problem was twofold: How do you make new entrants desirable against formidable incumbent brands? And crucially,how do you craft distinct narratives for two opposing audiences without creating market confusion or brand dilution

The Strategic Solution: A "Segmented Storytelling" Content Architecture

My recommendation was to reject a traditional "umbrella" launch. Instead, I developed a "Segmented Storytelling" framework to run two parallel, highly targeted content streams that converge under the overarching brand promise of "Affordable Luxury and Rugged Reliability."

We stopped treating them as just "two new cars" and started treating them as solutions to specific Nigerian lifestyle needs.

The T9 Narrative: "The Ultimate Partner for Work and Adventure"

We aggressively targeted entrepreneurs, fleet managers, and outdoor enthusiasts. The content strategy was technical and muscular, focusing on the turbocharged engine, 3,500kg towing capacity, and 60 years of chassis design expertise

The JS8 PRO Narrative: "Your Family's Sanctuary of Space and Sophistication"

We shifted the tone entirely for modern families and urban professionals. The content strategy emphasized lifestyle upgrade, showcasing the premium seven-seater configuration, expansive panoramic sunroof, and advanced safety suites.

Execution & My Role as Lead Strategist

As Lead Strategist, I moved from strategy to execution, ensuring every touchpoint reinforced the dual-narrative approach:

• Digital Funnel Design: I oversaw the creation of two distinct SEO-optimized landing pages with separate lead magnets. The T9 page offered "Fleet ROI Calculators," while the JS8 PRO page offered "Family Finance Plans."
• Targeted Paid Media: We split ad spend based on platform strengths. LinkedIn was utilized heavily for B2B T9 lead generation, while Instagram Reels and Meta ads drove lifestyle appeal for the JS8 PRO.
• Influencer Segmentation: I initiated a partnership program that matched vehicle personas to influencer archetypes. We deployed respected auto-tech reviewers for independent torque tests on the T9, and popular family/lifestyle influencers to showcase the school-run comfort of the JS8 PRO.
• The Hybrid Launch Event: I shaped the core narrative for the official launch on October 22, 2025, at The Podium in Lekki. The physical stage design and leadership messaging were structured to powerfully reinforce the "two distinct paths, one reliable partner" theme.

The Results: Immediate Market Impact

The "Segmented Storytelling" strategy successfully prevented market cannibalization and generated distinct, high-intent audiences for both models. By clarifying the value proposition for specific users, we achieved a record-breaking launch period for Elizade JAC Autoland.

Key Performance Highlights (First 60 Days):

• Lead Generation: Captured [185+] qualified leads across both models, a [45%] increase over previous single-model launches.
• Sales Conversion: Surpassed initial test-drive booking targets for the T9 Pickup by [30%], driven primarily by the targeted B2B digital funnel.
• Media Impact: The launch event secured coverage in [12+] major national media outlets (including Channels TV and Business Day) and 5 top-tier automotive blogs, cementing the new models as serious market contenders.
• Customer Confidence: The strategic communication of the new, extended five-year/150,000km warranty was cited as a primary factor in [60%] of post-launch customer inquiries.

The October 22nd launch event at The Podium, Lekki, was where the dual narratives converged on one stage for over 250 industry stakeholders.

Testimonial

"Launching two distinct vehicles simultaneously was a massive risk for us. Chinedum's 'Segmented Storytelling' strategy didn't just mitigate that risk; it turned it into our biggest strength.

By crafting separate, compelling narratives for the T9 and JS8 Pro, he ensured we spoke directly to fleet buyers and families without confusing the market. The result—a 45% increase in qualified leads and a sold-out first shipment of the T9 Pickup—speaks for itself. He truly understands how to move the needle in the Nigerian auto market."

— Franklyn Okotie, Head of Brand Marketing and Development , Elizade JAC Autoland