Meet the Ex-Mercedes-Benz Exec Building One of Africa’s Foremost Indigenous Car Brands

Ajayi Joshua Oluwatobi could have remained in the comfortable corridors of Mercedes-Benz, where his career trajectory was already glittering with awards and accolades. Instead, Nigeria’s 2016 recession forced him to pivot — and that gamble gave birth to Nord Automobiles, one of Africa’s most ambitious indigenous car brands.

Today, Nord is no longer just a bold idea on paper. With assembly plants in Lagos, a growing footprint across Nigeria, Ghana, Ivory Coast, and Egypt, and a mission to democratize car ownership, Oluwatobi is rewriting what it means to drive African-made vehicles.

Nigeria’s Car Market: The David vs. Goliath Challenge

Nigeria is the third-largest importer of vehicles from the U.S., and as of 2023, imports surged by an eye-watering 708%. On Lagos roads, Toyota Corollas, Honda Accords, and Mercedes-Benz SUVs dominate — while Chinese-made Chery and Geely seduce price-conscious buyers with affordability.

But one thing remains rare: cars made in Nigeria.

Nord’s mission is to change that. By assembling durable, stylish, and affordable cars locally, the company is taking on an entrenched culture of import dependency.

From Mercedes-Benz Star to Nigerian Trailblazer

Oluwatobi’s roots trace back to his National Youth Service Corps (NYSC) days at Mercedes-Benz Nigeria. Retained after service, he quickly rose in the Van division, eventually becoming CEO of Jetvan.

His leadership saw Mercedes-Benz vans jump from under 1% market share to 7%, winning him the 2013 Mercedes-Benz Best Sales Performance for Africa award.

But the 2016 recession hit hard. “We were selling luxury vehicles. Suddenly, no one could afford them,” Oluwatobi recalled. “Customers who once bought new buses were stuck repairing old ones.”

Faced with collapse, he asked a radical question: Why not build a car Nigerians could actually afford?

Building Nord: From Sketch to Assembly Line

Oluwatobi sketched prototypes, tapped a German firm for design refinement, and traveled to Thailand and China for reliable body suppliers. By 2018, Nord’s first vehicle rolled out of its Sangotedo assembly plant.

Since then, Nord has offered vehicles that retail at prices dramatically lower than imports. For example, Nord’s entry-level EV now sells for ₦16 million (about $11,000) — a fraction of the inflated costs of imported alternatives.

Yet the challenge isn’t just pricing — it’s perception. Nigerians often view foreign cars as superior. “Buying is emotional,” Oluwatobi explained. “That’s why commercial vehicles sell so well. But for personal cars, sentiment keeps people tied to imports.”

Policy, Patronage, and the Future of African Cars

In 2024, Nigeria spent ₦1.26 trillion on passenger car imports, according to the National Bureau of Statistics — wealth that created jobs abroad while draining foreign exchange.

Nord and other local automakers argue that policy shifts are key. From consumer credit schemes like the ₦20 billion NADDC-backed fund, to government officials choosing locally built cars over luxury imports, systemic support could transform the industry.

Globally, protectionist measures are common. The U.S. imposed 100% tariffs on Chinese EVs in 2024. Mexico raised tariffs on Asian imports to 50%. Oluwatobi believes Nigeria must be equally bold.

Scaling Up: Ambition Meets Capacity

Nord currently produces about 20,000 vehicles annually, with capacity to scale up to 100,000. Its two Lagos facilities — a 2,100m² plant in Sangotedo and a 5,400m² site in Epe — anchor operations.

Already, between 32% and 40% of Nord’s components are produced in Nigeria, from grills to plastic fittings. While still reliant on global suppliers, Nord mirrors industry giants like Toyota and Ford, which also assemble through complex global supply chains.

For Oluwatobi, the goal isn’t just numbers: “We want Africans to look at Nord and say, ‘Because of this brand, my dream of owning a new car came true.’”

Why This Story Matters to Nigerians at Home and Abroad

For the Nigerian diaspora, Nord represents more than just cars — it’s a symbol of self-reliance and African innovation. Every Nord sold is one less foreign dependency, one more step toward reclaiming economic sovereignty.

At 9jafinds, we believe these stories matter. Whether you’re in Houston, London, or Lagos traffic, staying connected to Nigeria’s innovation is staying connected to the future of Africa.

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Our mission is clear: to be the #1 hub for Nigerian culture, commerce, and community — for diaspora dreamers, hustlers, and innovators.

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Quick Facts

• Founder: Ajayi Joshua Oluwatobi, ex-Mercedes-Benz exec

• Company: Nord Automobiles, Nigeria’s indigenous car brand

• Founded: 2018

• Plants: Sangotedo (2,100m²), Epe (5,400m² under construction)

• Annual Capacity: 20,000–100,000 vehicles

• Markets: Nigeria, Ghana, Ivory Coast, Egypt

• EV Price Point: ₦16M (~$11,000)

• Policy Need: Government incentives, consumer credit, and patronage