Dangote Revives Peugeot’s Legacy with 3008 GT Assembly in Nigeria
Jerry Adesewo
For decades, Peugeot was a household name in Nigeria, dominating the roads with its rugged yet stylish vehicles. From the late 1970s through the early 1990s, Peugeot was the preferred choice for government fleets, businesses, and private owners alike. Cars like the Peugeot 504 and 505 became synonymous with reliability and durability, cementing the brand’s legacy as a pioneer in Nigeria’s automotive landscape. However, the decline of local auto assembly plants, economic downturns, and inconsistent government policies saw the once-thriving Peugeot Assembly Nigeria (PAN) struggle to maintain its dominance.
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Now, with Dangote Peugeot Automobiles Nigeria Limited (DPAN) at the helm, the iconic brand is making a strong comeback. Under the leadership of Africa’s most influential industrialist, Alhaji Aliko Dangote, DPAN is reigniting Peugeot’s legacy in Nigeria, not just with nostalgia but with a clear vision for the future. The latest milestone in this resurgence is the commencement of the assembly of the high-performance Peugeot 3008 GT at DPAN’s modern plant in Kaduna.
The 3008 GT, known globally for its cutting-edge technology, sleek design, and high-performance turbo engine, marks another chapter in Nigeria’s reawakening auto industry. It joins the existing lineup of ‘Assembled-in-Nigeria’ Peugeots, including the 301 sedan and the 5008 seven-seater SUV. The 3008 GT, with its luxurious features such as an intuitive I-Cockpit system, Bluetooth telephony, lane departure warning, and an advanced Electronic Stability Programme (ESP), is expected to set new benchmarks for locally assembled vehicles in the country.
A Step Toward Automotive Excellence
Dangote Peugeot’s move to introduce the 3008 GT and the rugged Peugeot Landtrek pickup truck aligns with the company’s broader strategy of revitalising Nigeria’s automotive sector. The Landtrek, a 2.4-litre workhorse with a rear-wheel-drive system, is poised to challenge existing pickup brands in the market. With its reputation for resilience, this model is designed for Nigeria’s tough terrain and business needs, and discussions are already underway to introduce the 4×4 version soon.
According to Umar Isa-Kaita, Chief Commercial Officer of Dangote Peugeot, the company is in discussions with various auto firms to expand Peugeot’s dealership and after-sales service network across Nigeria. This expansion is expected to enhance the visibility, availability, and maintenance of the new-generation Peugeots, ensuring owners have access to genuine spare parts and expert servicing.
A Promise Fulfilled
The introduction of the 3008 GT and Landtrek comes as a fulfillment of DPAN’s earlier commitment when it rolled out the Peugeot 301 in January 2022. At the time, Managing Director Ibrahim Isa Gachi assured stakeholders that models like the 3008, 5008, and 508 would soon be assembled locally, and the company is delivering on that promise. With a plant capacity capable of assembling up to 120 vehicles per day across two shifts, DPAN is poised to reclaim Peugeot’s place in Nigeria’s competitive auto industry.
Reviving a Nigerian Auto Legacy
Peugeot’s legacy in Nigeria dates back to the establishment of the Peugeot Automobile Nigeria (PAN) assembly plant in Kaduna in 1972. For years, Peugeot vehicles were the backbone of government fleets and the preferred choice for private users due to their durability. However, the decline of local manufacturing and an influx of imported vehicles, particularly from Asia, gradually eroded Peugeot’s market share.
With Dangote Industries Limited, alongside the Kaduna, Plateau, and Kebbi State governments, now holding stakes in DPAN, the brand is not only making a comeback but redefining its relevance in modern Nigeria. The strategic partnership with Stellantis Group, Peugeot’s parent company, further strengthens its position in the market.
The revival of Peugeot under Dangote’s leadership is more than just an industrial feat; it is a symbol of Nigeria’s potential for self-sufficiency in automobile manufacturing. As the country continues its push toward industrialisation and local production, Dangote Peugeot’s commitment to quality, affordability, and innovation signals a new era for the Nigerian auto industry—one that honours the past while accelerating into the future.
Dangote Revives Peugeot’s Legacy with 3008 GT Assembly in Nigeria