We’re excited to launch Owner’s Corner by 234Drive, a new interview series focused on the lived realities of car ownership in Nigeria—proudly brought to you by MTN. The series goes beyond spec sheets and aesthetics to document the economic, emotional, and practical realities of owning cars, everything from your everyday sedan to luxury SUVs.
Each episode of Owner’s Corner features a car owner speaking candidly about why they bought their vehicle, what it costs to keep it on the road, and what ownership looks like over time, not just at the point of purchase.
The series trailer offers a snapshot of these stories. One featured owner describes the contradictions of luxury ownership: the prestige of driving a Range Rover, the high cost of maintenance, and the constant anxiety of breakdowns on Nigerian roads. In another moment, the financial reality is laid bare as another owner recalls needing a loan to purchase his car in the first place.
Straying away from the culture of Nigeria’s low-trust society, one that often dictates a level of secrecy, Owner’s Corner lays it all bare. Owners speak about repair costs that rival rent payments, the toll of poor infrastructure, expensive spare parts, and the unspoken rules of driving certain cars in public. At the same time, they also talk about pride, performance, comfort, and the sense of identity that comes with ownership.
The series reflects a broader shift in automotive media in Nigeria, which 234Drive is proud to be spearheading. Audiences are increasingly interested in context— not just what a car is, but what it demands.
Full episodes of Owner’s Corner will be posted on our YouTube channel every week, so subscribe so you don’t miss it! The series will feature a wide range of cars, including Hondas, Range Rovers, and Ferraris, with a focus on ownership stories that reflect different income levels and use cases.
With Owner’s Corner, 234Drive continues its focus on mobility through a cultural and economic lens — telling stories not just about cars, but about the people who live with them.
