Buying a new car is no longer easy for most Nigerians. Nearly three-quarters of vehicles sold in the country are second-hand imports, overwhelming a market that shrank by 22.3% in the first quarter of 2025.
Electric vehicle sales dropped nearly 26%, making up less than 1% of total car sales, held back by high costs and limited charging infrastructure.
With inflation at 23.71%, and interest rates at 27.5%, the desire to own a new car is sliding further away for many.
However, local manufacturers are fighting to change this. Innoson Vehicle Manufacturing, Nigeria’s pioneer carmaker, is the second best-selling brand after Toyota, despite a 10.5% sales decline.
Meanwhile, Nord Motors, a newer company with a focus on tech and urban style, is trying to carve out space to reduce imports and ensure durable, affordable vehicles across the market.
This article pits Innoson Vehicle Manufacturing (IVM) and Nord Motors head-to-head to find out who’s better prepared to put Nigeria’s car industry on the map.
Innoson Vehicle Manufacturing was founded in 2007 by Chief Innocent Chukwuma in Nnewi, Anambra State. In case you don’t know Nnewi well, it’s the town referred to as Nigeria’s manufacturing hub and nicknamed the “Japan of Africa.”
Innoson carved a niche by building affordable, functional vehicles for a market taken over by imports. It became the first indigenous carmaker in Nigeria, winning government contracts and the loyalty of rural transporters and military clients.
Contrast this with Nord Motors, founded in 2018 by Oluwatobi Ajayi, a Lagos-based entrepreneur with a background in tech and startups.
Nord’s vision is fixed premium, sleek vehicles for the urban middle class in Nigeria. The brand appeals to professionals, SMEs, and anyone who wants a local car that looks and feels foreign, what you might call the “Tesla meets Naija roads” approach.
Innoson is the village billionaire, rooted, established, and broad in reach. Nord is the tech bro, fresh, goal-driven, and taking advantage of the digital economy. Both are Nigerian brands, but their DNA couldn’t be more different.
Vision and Positioning
Innoson sells practicality and their cars are utilitarian, designed for the rough roads in Nigeria and to serve institutions that need reliable, low-cost vehicles. They focus heavily on governments, the military, and transporters in rural areas, aiming for affordability, ruggedness, and local empowerment.
Nord, meanwhile, targets image-conscious urbanites who want a statement car. The vehicles have modern design, tech features, and a premium price tag, while the company’s marketing channels drip with aspirational energy and speak directly to a younger, more globalised Nigerian consumer.
Let’s not say this is old money versus new money, because there is a fundamental difference in understanding the consumer. Who is more in tune with Nigeria’s diversity?
Products & Market Segments
| Feature | Innoson | Nord Motors |
| Models | Umu sedan, G5, G6 SUVs, minibuses, trucks | Nord A5 sedan, Max SUV, Tank pickup, Nord Flit, delivery vans |
| Price Range | Affordable, mass-market | Premium, niche |
| Target Market | Governments, transporters, fleet buyers, rural dwellers | Middle class, professionals, SMEs, urban drivers |
| Design Appeal | Durable, practical, rugged | Sleek, modern, global inspired |
User experiences reiterate this divide. Innoson owners usually commend the durability and service accessibility, especially outside cities. Nord buyers talk about style and innovation but sometimes flag price and limited service points.
Manufacturing & Local Content
Innoson takes over 70% local content, including plastic parts and tyres, proudly flying the “Made in Nigeria” flag. Nord assembles vehicles locally but relies heavily on imported components, especially for high-tech parts. Both provide jobs, but when it comes to local content, Innoson has a deeper footprint.
What does “Made in Nigeria” mean? It’s a complicated question. True local manufacturing requires a supply chain that can support production beyond assembly. Innoson is closer to that goal, while Nord is still building its ecosystem.
Distribution, Government Support & Partnerships
Innoson’s advantage is strong government ties. Contracts with federal agencies, military supply deals, and support from industrial policies give it a steady order book. Nord, younger and nimbler, has cultivated goodwill with Lagos State and logistics companies but lacks the broad institutional backing Innoson enjoys.
Nigeria’s auto policies are meant to encourage local assembly, and both brands have licences to assemble vehicles. Yet, the real beneficiaries remain an open question. Policy incentives often favour established players, but the market is crying out for more competition and innovation.
Branding & Public Perception
Innoson is known and respected but doesn’t generate much buzz beyond the Eastern region and government circles. Its brand feels solid but traditional.
Nord, in contrast, is loud on social media, with ads and an urban edge. It appeals to younger Nigerians who value style and tech and is a darling of the tech community and influencers.
While Innoson’s Chief Chukwuma embodies steady leadership, Nord’s Ajayi speaks startup language, innovation, and growth.
Challenges
Innoson struggles with after-sales service complaints, limited tech upgrades, and an outdated online presence. Its vehicles can feel dated to a younger generation.
Nord faces production limitations, pricing that may put off mass consumers, and brand awareness that hasn’t reached beyond Lagos and a few urban centres.
Neither is perfect. Innoson and Nord have important work ahead if they want to take over Nigeria’s car market.
Nigeria’s automotive sector is delicate, with vehicle sales projected at 410,000 units in 2025 and 75% used cars, local brands need to fight harder to increase new car uptake.
The government expects 70% of cars sold by 2050 to be locally assembled, but challenges of inflation, high interest rates and a naira that has lost over 42% of its value this year alone, limit this expectation.
Electric vehicles, the supposed future, are still marginal here. Despite global trends, Nigeria’s EV market is tiny, led by Volkswagen and Kia, with local EV initiatives like Nord still finding their feet.
Beyond which brand will win, we need to think about Nigeria’s entire ecosystem, can it evolve to support them both.
Innoson brings legacy, reach, and a connection to our country’s industrial roots. Nord carries youth, style, and fresh aim to a market hungry for innovation. Both brands face enormous challenges, but they are Nigeria’s best bets to reduce dependence on imports.
I believe this is not about choosing one over the other, but pushing for policies and investments that let both thrive.
After all, in Nigeria’s drive for automotive self-reliance, both the tech bro and the village billionaire must be in the driver’s seat.
