In a bid to increase its share of the pickup market, Motor dealer DT Dobie has unveiled a campaign through which it will showcase its five most popular pick up truck models across 25 counties spanning over 2,500 kilometres.
Calling it the “DT Dobie Nissan Challenge 2012”, the campaign is set to begin on February 5 and last 5 days, as a different truck carries 1000 kilograms of relief food all over Kenya in an effort to demonstrate the toughness and reliability of the vehicle.
The relief food will be donated to Nasiger Primary school in Lodwar to support the community due to the current drought challenge.
According to the Kenyan Motor Industry, 41% of the 12,158 vehicles sold in 2011 were pickups.
Nissan General Manager, Usha Nagpal, said they plan to educate the public on road safety for drivers and pedestrians, hoping to grow their market share from the current 17.5% to 20% this year.
DT Dobie’s managing director Zarak Khan said the demand for pick up trucks is rising in rural areas due to rapid economic growth.
“Last year we gained a huge percent of the market share and we want to take full advantage of the Challenge to shift the mindset of our existing and prospective customers to differentiate between the usage of luxury and business vehicles,” he said.
Khan said that the company’s sales and marketing team will assist the general public on how to acquire the right vehicle for any situation and he urged young Kenyans to be part of the events by following the challenge on Twitter and Facebook.
Fans can like their page on www.facebook.com/dtdobienissanchallenge and follow the challenge by using #NissanChallenge to get daily updates and tweet questions on how the vehicle holds up in different terrains around the country.
By CHARLES GICHANE