Made in Nigeria, Driven by Vision: How Two Carmakers Are Battling for the Nation’s Roads [INSIGHT]

 

Buying a new car in Nigeria today feels more like a luxury than a necessity. With inflation surging at 23.71% and interest rates climbing to 27.5%, the average Nigerian is being priced out of the auto market. The nation’s car industry shrank by 22.3% in the first quarter of 2025, and nearly 75% of vehicles sold are second-hand imports. Amid these challenges, two local automotive brands—Innoson Vehicle Manufacturing (IVM) and Nord Motors—are taking center stage in a national conversation about industrial resilience, innovation, and identity.

While the country struggles with shrinking consumer power and a weak naira, local carmakers are doubling down on efforts to challenge the import-dominated market. The electric vehicle segment, often seen as the future of global transport, barely registers here. EV sales dropped by nearly 26% in 2025, making up less than 1% of total sales, hampered by high prices and the lack of charging infrastructure.

In this bleak context, two Nigerian auto manufacturers are emerging as symbols of possibility—albeit with very different philosophies.

On the southeastern plains of Anambra State, Innoson Vehicle Manufacturing continues its mission of producing practical, rugged vehicles that speak directly to the needs of Nigeria’s working class. Founded by Chief Innocent Chukwuma in 2007, the company is deeply rooted in the industrial town of Nnewi, often dubbed the “Japan of Africa.” The brand built its name on affordability, durability, and a deep understanding of local terrain—literally and economically.

At the other end of the spectrum, Nord Motors brings a glossy, tech-savvy vision to Nigerian roads. Launched in 2018 by entrepreneur Oluwatobi Ajayi, Nord was born out of Lagos’s start-up culture. The company caters to a younger, urban, style-conscious demographic seeking status, design, and innovation in equal measure. Think premium vehicles that whisper “Silicon Valley” but are engineered for Africa’s bumpy roads.

These contrasting identities define not only their vehicles but also the way each company connects with consumers. Innoson’s customer base is largely made up of rural transporters, public institutions, and military fleets. Its vehicles are workhorses—reliable, affordable, and built with more than 70% local content. Parts like plastic trims, tyres, and batteries are made in Nigeria, offering a real case for indigenous industrial capacity.

Nord, on the other hand, speaks to the aspirational middle class. Its models boast modern aesthetics, infotainment systems, and a bold marketing strategy that thrives on social media and influencer appeal. Though the company assembles vehicles locally, much of its high-tech hardware is imported. This has raised questions about what truly qualifies as “Made in Nigeria,” a debate that touches the core of the country's industrial policy.

Local content remains a crucial benchmark. While Nord’s aesthetic and urban appeal give it cultural currency, Innoson’s supply chain represents a deeper economic footprint. The contrast isn’t just style versus substance—it’s ecosystem versus expression.

Where Innoson enjoys the backing of government contracts and military partnerships, Nord is leaning into agility and branding, forging alliances with state governments like Lagos and logistics firms navigating urban congestion. Policy incentives exist to support local assembly, but their impact is often blunted by bureaucratic red tape and uneven access to financing.

Brand perception also reveals much about each company's reach. IVM is respected, particularly in the East and among older demographics. Yet its public image lacks the punch and polish of Nord’s urban campaigns. Meanwhile, Nord continues to win mindshare in Lagos and among professionals but struggles with distribution and after-sales support outside major cities.

Consumers reflect these divides. Drivers of Innoson vehicles often praise the reliability and ease of maintenance, especially in remote areas where spare parts are readily available. Nord owners applaud the aesthetics and tech features but frequently raise concerns about service availability and premium pricing.

Challenges persist on both sides. Innoson must modernize its digital presence and respond to growing demand for connected vehicles. Nord must scale production, improve affordability, and expand nationwide support to match its ambitions.

Yet both brands represent something larger than market share. They embody two valid approaches to solving a national problem: how to reduce Nigeria’s dependency on imported vehicles and build a self-sustaining automotive industry from within. The country expects 70% of all vehicles sold by 2050 to be locally assembled. But to reach that goal, stakeholders must navigate currency volatility, policy gaps, and a used-car market that still dwarfs new sales.

Electric mobility, while promising in theory, remains a long way off for most Nigerians. Global brands like Volkswagen and Kia have made inroads with pilot EV models, and Nord has taken early steps toward electrification, but mass adoption remains unlikely without massive investment in infrastructure.

For Nigeria’s automotive dreams to materialize, the question shouldn’t be whether Innoson or Nord will win. Rather, it should be: can Nigeria create the conditions for both to thrive? Supporting one doesn’t require sidelining the other. One builds from the soil of tradition and necessity, the other reaches toward global aesthetics and modernity.

Between the tech entrepreneur in Lagos and the industrialist in Nnewi lies a blueprint for national progress. Nigeria’s journey to automotive independence might just need both hands on the wheel.