Africa's Indigenous Automotive Innovation: A Focus on Innoson Vehicle Manufacturing and the Future of Electric Vehicle Marketing

The African electric vehicle market is gaining momentum, with indigenous automotive manufacturers like Nigeria's Innoson Vehicle Manufacturing (IVM), Ghana's Kantanka, and Uganda's Kiira Motors driving innovation and resilience despite challenges. This study highlights the role of entrepreneurship, local systems, and government policies in shaping the industry's growth. While obstacles such as infrastructure gaps, high costs, and limited support persist, these firms hold potential for both local and global impact. Drawing particularly from the case of IVM, the findings underscore the need for aligned policies, education, and industrial strategies to foster sustainable growth and global competitiveness, emphasizing the importance of indigenous enterprise development and sustainable marketing.