The two-day Absa Auto Fair has ended with participating automobile brands reporting sales, generating customer leads and strengthening engagement with prospective buyers.
The event has also triggered calls from exhibitors and patrons for the fair to be held more frequently, as the automotive industry seeks more platforms to connect consumers with vehicle brands, products and financing options.
The fair brought together leading automobile brands, dealers, prospective buyers and other players in the automotive value chain, creating opportunities for vehicle sales, product demonstrations and direct customer engagement.
Despite early morning showers on both days, patrons turned up at Ghud Park to explore vehicles across different segments, compare models and assess available offers.
For participating automobile brands, the fair provided a direct platform to meet prospective customers, showcase new models and generate leads that could translate into sales beyond the event.
“As I speak to you, even today, there is a lady who came in ready to finalise a deal but with a promise that we will close the transaction tomorrow. So far so good,” Iddriss Mohammed, Sales Supervisor of Silver Star Auto, said.
“A great experience for us because we generated a lot of inquiries from this event. So hopefully we convert them into sales,” Pankaj Thakur, Sales Manager at Hyundai, added.
Zhariana Kate, Sales and Marketing Unit Head at Swiss Group Limited, said the company had already secured leads and some initial payments from prospective customers.
“We actually have some leads already. Some people already made a down payment and a lot of people said they are going to come next week to see the car more,” she said.
Bridgette Bless Agbatornu, Sales Consultant at Japan Motors Trading Company Limited, said she was optimistic about meeting her sales target following the event.
“I will be able to meet my target. We sell Nissan and Geely and other brands. So we have vehicles for everybody, and with the prices they are going for, they are surprisingly very affordable, but it’s still giving luxury.
“I am hoping I close about 50 deals from here alone,” she said.
Beyond vehicle displays, exhibitors in vehicle tracking, security and other automotive services also used the platform to reach potential customers and promote their products.
The strong response from exhibitors and patrons has prompted calls for more editions of the fair to sustain engagement between automobile businesses and consumers.
Eric Mends, Head of Marketing at Office Data Ghana, urged vehicle buyers to prioritise security after purchasing their cars.
“I will urge each and every one who is purchasing a car here today to think about the security of the car. Anything can happen; nature, uncertainty can happen. You can even lose your car. People can hijack your car. So it’s very important for you to secure the car,” he said.
He also called for the fair to be organised more frequently.
“We wish it [Absa Auto Fair] would be twice a year, not even once a year, because we are getting the returns, we are getting the numbers, we are getting people and noticing our brand,” he added.
Sidiq Issah, CEO of Key Security Solutions, also called for future editions to run for longer.
“We are happy to be part of the maiden edition. We wish that it could be more than two days. If we can start from Friday until Sunday, that would be great. The patronage has been good,” he said.
For patrons, the fair provided an opportunity to compare vehicle models, assess prices and understand financing options before making purchasing decisions.
“Everybody is trying to make a sale, so everybody is going to give you the best deal possible. So I think it’s okay,” a patron, Chelpang Yakubu, said.
Another patron, Benjamin Annan, said he attended the event with the intention of making a purchase.
“I am here to make a choice. I have not just viewed, done window shopping and gone away,” he said.
For Absa Bank, the fair also served as a platform to connect prospective vehicle owners with financing solutions while helping automobile dealers reach a wider customer base.
The bank’s Head of Sponsorship and Internal Communication, Cyril Nai, said feedback from this year’s event would inform improvements to subsequent editions.
“Indeed, for the auto companies, we know a lot of auto companies that have made good sales, and right from the first day, we know one company did as much as four vehicle sales on the first day. We are hearing more good news from the other auto companies and that’s really great.
“What is going to be different is that it’s going to be better, it’s going to be even bigger, with a few things that we’ve picked, of course, to improve what we have done,” he said.
The Absa Auto Fair was held in partnership with Citi FM and Hollard Insurance and featured a range of participating vehicle brands.
The event was held at Ghud Park from August 22 to 23, 2026.
