• About
  • Advertise
  • Careers
  • Contact Us
Saturday, July 5, 2025
  • Login
No Result
View All Result
NEWSLETTER
Tech | Business | Economy
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
    • Mobility
    • Environment
    • Travel
    • StartUPs
      • Chidiverse
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • EventDIARY
    • Editorial
    • Appointment
  • TECHECONOMY TV
  • Apply
  • TBS
  • BusinesSENSE For SMEs
  • Chidiverse
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
    • Mobility
    • Environment
    • Travel
    • StartUPs
      • Chidiverse
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • EventDIARY
    • Editorial
    • Appointment
  • TECHECONOMY TV
  • Apply
  • TBS
  • BusinesSENSE For SMEs
  • Chidiverse
No Result
View All Result
Tech | Business | Economy
No Result
View All Result
Home MarkTECH

Innoson vs Nord: The “Tech Bro” and The “Village Billionaire”

by Joan Aimuengheuwa
June 12, 2025
in MarkTECH
0
Innoson vs Nord
Source: Techeconomy

Source: Techeconomy

UBA
Advertisements

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.

Loading

Advertisements
MTN ADS

0Shares
Tags: auto market Nigeriacar prices in NigeriaElectric Vehicleselectric vehicles NigeriaInnoson VehiclesInnoson vs NordInnoson vs Nord comparisonlocal car manufacturersmade in Nigeria carsnew car sales NigeriaNigerian auto policyNigerian car industryNord Motors Nigeria
Joan Aimuengheuwa

Joan Aimuengheuwa

Joan thrives at helping individuals and businesses scale via storytelling...

Next Post
Import and Export | trade surplus

Nigeria Records N5.17 Trillion Trade Surplus in Q1 2025

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

I agree to the Terms & Conditions and Privacy Policy.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Recommended

Pantami - Nigeria Startup Act implementation

Pantami Inaugurates Nigeria Startup Act implementation Committee

2 years ago
Tosin Adefeko, Founder/CEO, AT3 Resources

A Shining Light: Tosin Adefeko’s Story of AT3 Resources at 5

2 years ago

Popular News

    Connect with us

    • About
    • Advertise
    • Careers
    • Contact Us

    © 2025 TECHECONOMY.

    No Result
    View All Result
    • News
    • Tech
      • DisruptiveTECH
      • ConsumerTech
      • How To
      • TechTAINMENT
    • Business
      • Telecoms
      • Mobility
      • Environment
      • Travel
      • StartUPs
        • Chidiverse
      • TE Insights
      • Security
    • Partners
    • Economy
      • Finance
      • Fintech
      • Digital Assets
      • Personal Finance
      • Insurance
    • Features
      • IndustryINFLUENCERS
      • Guest Writer
      • EventDIARY
      • Editorial
      • Appointment
    • TECHECONOMY TV
    • Apply
    • TBS
    • BusinesSENSE For SMEs

    © 2025 TECHECONOMY.

    Welcome Back!

    Login to your account below

    Forgotten Password?

    Retrieve your password

    Please enter your username or email address to reset your password.

    Log In
    Translate »
    This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.