The company’s participation went beyond branding, as it played a visible role in race logistics, community engagement, and public interaction with modern mobility technologies. Organisers and spectators described the deployment as one of the more integrated brand activations seen at the annual international road race.
A key highlight was the use of the Chery HIMLA pickup truck, which served as the official carrier of the race’s giant timing clock. The vehicle remained in motion throughout the competition, ensuring visibility of race timing while also serving as a demonstration of durability and performance under operational pressure.
Beyond logistics, Carloha created a major exhibition hub that featured several models from the Chery lineup, including the Chery Tiggo 9, Chery Tiggo 8 Pro, the electric iCAR electric vehicle, and the HIMLA pickup. The display allowed visitors to explore the vehicles up close and engage with emerging automotive technologies, particularly in the electric mobility segment.
Test-drive sessions formed another major attraction, drawing hundreds of participants ranging from athletes and spectators to guests and officials. These sessions gave attendees direct exposure to features such as safety systems, comfort design, intelligent driving support, and performance handling.
The company’s pavilion became one of the busiest areas at the event, attracting athletes, families, business leaders, traditional rulers, and government officials. Interactive demonstrations and product briefings were also conducted to introduce attendees to new mobility concepts and ownership solutions.
A notable moment during the event was the visit of former Edo State Governor, Adams Oshiomhole, who test-drove the iCAR electric vehicle, drawing attention from spectators and fueling discussions around the future of electric mobility in Nigeria. Former Edo State Deputy Governor, Philip Shaibu, also visited the stand and commended the company’s involvement in sports development.
Speaking on the activation, Carloha Nigeria’s General Manager, Felix Mahan, said the company’s goal was to contribute meaningfully to an event that promotes athletic excellence, healthy lifestyles, and national pride, while also introducing innovative automotive solutions to a wider audience.
He noted that the Okpekpe race has grown into a significant platform for community engagement and sports tourism, adding that Carloha’s presence was designed to enhance both the operational and experiential aspects of the event.
The company also used the occasion to promote its CarlohaCare 6-6-7 ownership package, which offers six years of free service, a six-year warranty, and a seven-day repair promise—positioned as a long-term value and after-sales assurance model for customers.
Overall, Carloha’s involvement underscored how corporate participation in sporting events is increasingly blending brand visibility with practical support, while also spotlighting the growing conversation around electric vehicles and modern mobility in Nigeria.