Ford’s Driving Skills for Life Programme Returns to Nigeria

By Bennett  Oghifo

Ford Motor Company, in conjunction with its distributor Coscharis Motors, is bringing back the much-anticipated Driving Skills for Life (DSFL) programme to Nigeria. This highly-acclaimed programme was implemented for the first time in Nigeria in 2016 in order to improve driving skills and road safety in Nigeria.

This year the focus will be on a special training session for members of the Nigeria Auto Journalists’ Association (NAJA) on June 8, 2017. The DSFL programme will include driving on a 4×4 trail requiring the use of four-wheel drive, as well as a special presentation on child safety in the car.

Participants will get the opportunity to learn about the features that the Ford Ranger offers such as safety, departure angles, brake distance on gravel and anti-lock braking system (A.B.S) and how to use other four-wheel drive functions such as traction control, locking differential and drive train.

Drinking and driving will be under the spotlight again, with the use of the drunk-driving goggles. These goggles imitate a drunk driver and simulate how alcohol actually impairs driving skills. 

NAJA, the umbrella body for all journalists in Nigeria covering the automobile and automotive industry, is already setting a good example by insisting that its members undergo annual training and Ford’s DSFL is part of this programme. This initiative has already been highly praised by the Nigerian Automobile Manufacturers’ Association (NAMA).

“The members of NAJA are delighted that Ford has brought back road safety training in the form of its proven DSFL programme,” said Mike Ochonma, Vice President of NAJA. “We are focused on continually striving to improve the standard of driving by our members as we like to see them as influencers in the realm of safe, defensive driving and this latest opportunity for them to further hone their skills is greatly appreciated by our organisation.”

Earlier this year the Federal Road Safety Commission (FRSC) said that 80% of road accidents in the country are due to human factors such as speeding, dangerous overtaking and overloading.

“Against this background, Ford is very pleased to be able to offer its proven road safety tool in the form of the Driving Skills for Life programme,” commented Abiona Babarinde, General Manager – Marketing and Corporate Communications, at Ford’s distributor, Coscharis Motors.

“This time around we are concentrating in working with the local motoring journalists and we trust they will transfer all their learnings on the DSFL course to their readers and viewers to spread the importance of safe driving and road safety.”

Ford launched DSFL in the United States in 2003 and the programme has been improved and adapted to suit local conditions in many other global markets over the years. It was launched in South Africa in 2014, introduced into Angola in 2015 and last year it was rolled out in Nigeria, Uganda, and Kenya.

Ford DSFL, is a comprehensive programme aimed at providing new skills and information to newly licensed drivers and improve the defensive driving ability of experienced drivers. The programme also addresses both the inexperience of young drivers as well as issues surrounding distracted driving, thereby, enhancing eco-driving to personal safety and the environment.