Academic Foundations and Early Career Success
Oluwatobi Ajayi’s journey began with a solid academic grounding, earning a degree in Soil Science and Farm Mechanization from Olabisi Onabanjo University, followed by an MBA from Lagos Business School and an EMBA certificate from IESE Business School in Spain. This powerful combination of technical and business expertise laid the foundation for his future leadership.
His early career at Mercedes-Benz Nigeria showcased his sales prowess. Managing the Van Division from 2013 to 2015, he propelled market share from under 1% to approximately 7%, earning the prestigious Mercedes-Benz Best Sales Performance for Africa award in 2013.
Entrepreneurial Leap: From Jetvan to Nord Automobiles
By 2015, Ajayi had co-founded Jetvan Automobiles Limited, helming it as CEO until setting his sights on a more ambitious vision: a fully indigenous Nigerian auto brand. In 2018, Nord Automobiles was launched—a bold initiative to deliver durable, affordable, and stylish locally assembled vehicles.
Local Assembly and Expanding Production Capacity
Nord’s infrastructure strategy is built on localization. The main assembly plant in Sangotedo currently handles multiple model lines, while another facility in Epe is under development. In late 2022, a third site was inaugurated within the grounds of the University of Lagos, evidencing the focus on expanding local assembly and potential parts manufacturing.
Accelerating Product Portfolio: From A3 Sedans to Luxury SUVs
Nord’s expanding model lineup is a testament to its evolving production capacity:
A3 Sedan, A5 SUV, A7 & A9 SUVs
Tank, Max, Tusk pickups
Yarn, Tripper, Flit buses/shuttles
In October 2024, the company unveiled the luxury A9 SUV, a premium yet affordable vehicle appealing to Nigerian families seeking both comfort and style. It offered a striking value proposition: “luxury SUV at the price of a regular SUV.”
Accolades and Industry Recognition
Ajayi’s leadership and Nord’s innovation have not gone unnoticed:
In 2024, Ajayi was honored as CEO of the Year (Private Sector) by Leadership Newspapers—a recognition for his pioneering role in Nigeria’s nascent automotive industry.
He also received the CEO Manufacturer of the Year 2024 award, a gesture that he described as genuinely meaningful and “unexpected.”
Shortly before that, Nord secured two significant awards at the 13th Nigeria Auto Journalists Association (NAJA) Awards in December 2024. It was recognized as CNG-powered Mini-bus Brand of the Year and received special accolades for the Nord A9.
Championing Sustainable Mobility: CNG Advocacy
Demonstrating foresight in sustainable mobility, Ajayi advocated alongside Mezovest for government investment in Compressed Natural Gas (CNG) infrastructure. Calling for more refueling stations and conversion kits, he framed CNG as both a cost-effective and environmentally responsible alternative suited to Nigeria’s energy landscape.
Powering Aftersales Excellence: The TotalEnergies Alliance
In a major strategic move, Nord entered into a landmark partnership with TotalEnergies in July 2025. The deal positions TotalEnergies as Nord’s exclusive provider of premium engine lubricants across all service points and integrates Nord’s aftersales into TotalEnergies’ extensive lube bay network nationwide. Ajayi described this as a “strategic alignment” aimed at enhancing customer service, maintenance accessibility, and vehicle performance across Nigeria.
Philanthropy Meets Promotion: A9 Gift to Chess Champion
Beyond boardrooms and factories, Ajayi supports national talent. In May 2025, he gifted a brand-new Nord A9 SUV to Tunde Onakoya, renowned chess player and founder of Chess in Slums Africa, echoing the brand’s commitment to aligning with ingenuity and social impact.
Industry Context: Nigeria’s Auto Ecosystem
In Nigeria, automotive demand is growing. Despite annual purchasing of 720,000 vehicles, less than 20% are domestically produced. Nord stands among a small cohort of indigenous players, alongside Innoson Vehicle Manufacturing and Proforce Ltd. With its Sangotedo assembly plant and expansion to Epe, Nord is securing its place in this emerging landscape.
What This Means for Nigeria’s Auto Future
Oluwatobi Ajayi and Nord Automobiles symbolize a pivotal transformation in Nigeria’s industrial identity. They illustrate how a blend of academic insight, sales expertise, and bold entrepreneurship can spark localized progress while staying globally competitive.
Localization: Establishing assembly lines in Sangotedo, Epe, and UNILAG signals a commitment to indigenous capacity-building.
Affordability Meets Quality: Luxury models like the A9 prove that premium need not be prohibitively expensive.
Eco-Conscious Innovation: Advocacy for CNG adoption and award-winning CNG models demonstrate environmental leadership.
After-Sales Infrastructure: The TotalEnergies partnership elevates the customer experience, ensuring long-term reliability.
Inspirational Branding: Recognitions like CEO of the Year and socially-conscious gestures like supporting Tunde Onakoya amplify Nord’s positive brand narrative.
As Nigeria accelerates toward industrial maturity, Oluwatobi Ajayi and Nord Automobiles stand out as beacons of possibility. Their story—steeped in leadership awards, strategic alliances, eco-friendly innovation, and social advocacy—reflects the power of homegrown ambition. Nord is not just redefining vehicle ownership; it’s steering Nigeria toward auto self-reliance.
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