What are executive decisions?

The term executive car was coined in the 1960s to describe cars targeted at successful professionals and middle to senior managers, often as a company car but retaining enough performance and comfort to be desirable in their own right. The executive car was seen as aspirational, hence the emphasis on standing out from the crowd […]

The term executive car was coined in the 1960s to describe cars targeted at successful professionals and middle to senior managers, often as a company car but retaining enough performance and comfort to be desirable in their own right. The executive car was seen as aspirational, hence the emphasis on standing out from the crowd — but also a business tool enabling its users to exploit Britain’s evolving motorway network. Early executive cars typically offered engines of between 2.0 and 3.5 litres in size, compared with 1.6 to 2.4 litres of a large family car; these days the average family saloon is more likely to be a two-litre car with executive cars generally starting at around 2.5 litres, although in some markets such as Italy and France where tax structures make large engines prohibitively expensive to own and run there are many 2.0-litre executive vehicles.So has the economic situation here in Nigeria moved company to select family cars as standout instead of premium car.

Lately Weststar launched the E200 into the Nigerian market. The launch saw a lot of our young entrepreneurs and upcoming executives entering the world of premium class for reasonable conditions, as they claim.

Still there are compact executive cars, a car classification term applied to premium cars smaller than executive cars. This includes Mercedes-Benz C-Class, Audi A4, Lexus IS and the BMW 3 Series, which still could be an executive option.

However the Nigerian market does not define itself by economic abnormality that influences demands in the market. Rather by life style and perhaps a little bit of market monopoly, certain cars can be sold or flooded onto the roads without necessarily being the best car or cheapest to handle, this includes Toyotas as well.

Toyota Camry and Honda Accord, respectively, retaining the front wheel drive transverse engine layout, which are not usually applied in executive cars rather these are sold across the world as large family cars and handled here in Nigeria as executive cars at executive prices. Perhaps it is the duty of the marketer to term what really for Nigerian is ok, but can that really match what is obtainable oversees? Don’t we fall short of standard in our judgments and allow ignorance to curb us to pay excessively for decision not well grounded?