Nigeria’s auto industry got a symbolic boost on October 1, 2025, when Dr. Jumoke Oduwole, Minister of Industry, Trade, and Investment, officially adopted the locally built Nord Demir SUV as her official vehicle. The announcement came on Nigeria’s 65th Independence Day and underscored the government’s “Nigeria First” initiative, which seeks to prioritise domestic manufacturing and reduce reliance on imports.
The endorsement followed a working visit to Nord Motion’s facility at the University of Lagos Innovation Complex. Accompanied by key figures such as Prof. Bola Oboh, representing UNILAG’s Vice Chancellor, and Oluwatobi Ajayi, Executive Chairman of Nord Automobiles, the Minister toured the showroom, research and development centre, assembly line, and after-sales workshop. She then acquired a Nord Demir SUV, now her official transport in Abuja. This decision signals not just patronage of a local brand but also the possibility of scaling industrialisation through frameworks like the African Continental Free Trade Area (AfCFTA).
Nord Motion, founded in 2016 and headquartered in Lekki, Lagos, describes itself as Africa’s premier automobile corporation. The company designs, assembles, and markets a range of vehicles, including SUVs, sedans, pickups, buses, EVs, and tricycles. Recognition has followed: in 2018, CEO Oluwatobi Ajayi was named in Forbes’ 30 Most Promising Young Entrepreneurs in Africa. More recently, Nord launched an affordable electric vehicle priced at ₦16 million ($11,000) in September 2025, showing its intent to compete in sustainable mobility.
The Nord Demir itself is positioned as Nigeria’s first indigenous flagship SUV—durable, modern, and built for local terrains. UNILAG’s partnership with Nord strengthens the educational and industrial link, with the campus plant supporting internships, research, and its own “Green Campus” sustainability drive. With two assembly plants—in Epe and UNILAG—Nord aims to ramp up production capacity in anticipation of regional demand.
The government’s “Nigeria First” policy, promoted by President Bola Ahmed Tinubu, finds a practical example in Oduwole’s endorsement. She noted that four of the top ten companies on the Nigeria Stock Exchange already use Nord vehicles, positioning the brand as a growing force in Nigeria’s corporate and government fleets. Social media responses to her decision were largely positive, with many users suggesting that dignitaries visiting Nigeria should also be driven in Nord vehicles to showcase local innovation.
The move also surfaces questions about Nigeria’s auto sector challenges. Quality standards, as monitored by the Standards Organisation of Nigeria, must remain strict to avoid past problems with substandard imports. Infrastructure gaps and competition from global brands remain hurdles. Yet, endorsements like this help establish credibility and could catalyse further adoption across Africa under AfCFTA.
Nord Motion’s product line shows its versatility:
- SUVs like the Nord Demir and A5, priced between ₦16 million ($11,500) and ₦30 million+ ($21,500+), blend rugged durability with premium interiors.
- Sedans such as the Nord Flit and A3, in the ₦10 million–₦15 million ($7,200–$10,800) range, target fuel efficiency and affordability for urban drivers.
- Pickups like the Nord Tank, between ₦15 million–₦25 million ($10,800–$18,000), support logistics and heavy-duty use.
- Passenger buses like the Nord Max, ranging from ₦20 million–₦40 million ($14,500–$28,800), offer commercial and eco-friendly options, including CNG and EV models.
- Tricycles (Nord Keke), priced ₦1 million–₦3 million ($720–$2,200), remain accessible to urban and rural communities.
Dr. Oduwole’s decision goes beyond personal preference. It marks a shift in official culture and encourages government institutions and private organisations to adopt Nigerian-built vehicles. Whether this momentum translates into widespread adoption will depend on Nord Motion’s ability to scale production and maintain quality, and on Nigeria’s commitment to reinforcing its auto sector with the right infrastructure and policy support.
