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Jubril Arogundade: The 40 Under 40 honoree driving Africa’s automotive future

By Folasola Sodiq

01 March 2025   |   4:04 am

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From tech ventures to steering a major automotive brand, Jubril Arogundade shares the pivotal moments that shaped his journey—proving that diverse experiences can drive Africa’s automotive revolution. Jubril Arogundade’s story is a true testament to the power of diverse experiences. From early ventures in technology and entertainment to his current role as Executive Director of…

From tech ventures to steering a major automotive brand, Jubril Arogundade shares the pivotal moments that shaped his journey—proving that diverse experiences can drive Africa’s automotive revolution.

Jubril Arogundade’s story is a true testament to the power of diverse experiences. From early ventures in technology and entertainment to his current role as Executive Director of CIG Motors, he has consistently demonstrated entrepreneurial fire and a keen eye for opportunity. In this Q&A, Jubril opens up about the unexpected turns in his career, the lessons learned during his student days building businesses in Cyprus, and his relentless drive to push Africa’s automotive industry forward while leading a major brand. His unique blend of skills has ultimately paved his way to becoming a 40 Under 40 Africa honouree.

You’ve had a diverse career path, from GSM software engineering to entertainment and IT. What sparked your passion for the automotive industry, a seemingly different direction?

It wasn’t a pre-designed path. My background is very creative. I was into GSM software engineering, photography, videography, graphic design, and even music. But I always knew I was meant for more, and that education was key. My passion lies in anything involving technology, which led me to IT. The automotive industry wasn’t a direct passion initially, but the opportunity presented itself after my IT venture, Smart Cab, brought me into contact with Chief Diana Chen. It was a new challenge, and I embraced it.

You’ve achieved significant success in a relatively short time. What drives you? What are your long-term goals, both for CIG Motors and for your impact on the African business landscape?

I’m driven by a deep desire to create and innovate. I want to make a real difference, not just in business, but in people’s lives. For CIG Motors, my goal is to solidify its position as a leading automotive brand in Africa, one that offers quality, innovation, and value. We want to be at the forefront of driving Africa’s automotive revolution. Personally, I want to inspire young entrepreneurs and create opportunities for them to thrive. I believe Africa has immense potential, and I want to play a role in unlocking that potential. Ultimately, I want to leave a legacy of positive impact on the continent.

Why, of all the industries you’ve touched, did you ultimately find yourself drawn to the automobile sector? What was the turning point?

While I enjoyed the creative fields, I always had an entrepreneurial fire. My experience building a business in Cyprus, especially the entertainment community I created, showed me I could identify a need and fulfil it. The turning point was meeting Chief Diana Chen. She became a shareholder in Smart Cab, and that partnership naturally evolved into me joining CIG Motors. The automotive industry was a fresh challenge, a new terrain, and I was ready for it.

READ ALSO: Arogundade named among Africa’s top 40 under 40 leaders

Can you walk us through those early ventures, particularly the SIM card business, and how those experiences shaped your approach to identifying opportunities and building businesses, ultimately preparing you for the automotive industry?

Cyprus was where my entrepreneurial fire ignited. The SIM card business was borne out of necessity. The local network wasn’t internet-enabled, and I saw a gap. A friend from the UK had a SIM card that worked, and that was my lightbulb moment. I flew to the UK, bought a bunch of SIM cards and top-ups, meticulously documented each one, and started selling them to students. It was like being a one-man telecom company. 

I became a T-Mobile dealer, and that venture, believe it or not, made me my first $100,000 as a first-year student. It taught me about identifying a need, scaling a business, and the importance of organisation. But it wasn’t just about the SIM cards. I also saw a need for community. Over 36,000 Black students were in Cyprus, far from home, with limited access to recreation. This led to depression and homesickness. So, I created the “Naija group” on Facebook—a place for us to connect. We’d post flyers for events, like Nollywood movie nights. It blew up! 

 It became a massive community. I even started a paid discussion group where we’d dissect the movies—another revenue stream. Then, I started bringing artists over—Olamide was one of the first, around 2014/2015. My team of four and I handled all the communication materials. It gave the Black community in Cyprus a whole new vibe. These experiences, from the SIM cards to the entertainment scene, taught me about building something from nothing, connecting with people, and the power of community—lessons that are crucial in the automotive industry, where building a brand and connecting with customers is everything.

Your path to the automotive industry took a fascinating turn with Smart Cab and a pivotal meeting. Can you share the story of how Smart Cab led you to CIG Motors and what made you decide to shift gears into the automotive world?

Smart Cab was my foray into the ride-hailing space, like Uber, but with a focus on providing riders with new, clean cars. It was a challenging venture, but I was driven by the idea of creating a better transportation experience. 

During this time, I had the opportunity to meet Chief Diana Chen. She saw something in my vision for Smart Cab, and we connected. Our conversations went beyond just ride-hailing; we talked about business, about innovation, about the future. She ended up becoming a shareholder in Smart Cab, which was a huge validation. That partnership, that shared vision, naturally evolved. 

Just a couple of months later, the opportunity arose for me to join CIG Motors. It wasn’t something I had planned, but it felt right. I saw it as a new challenge, a chance to apply my entrepreneurial fire and creative thinking to a completely different industry. I knew I had a lot to learn, but I was confident that my experiences had prepared me for it. The automotive world was a fresh terrain, but I was ready to explore it. 

You emphasise the importance of diverse experiences. How do you see the skills you gained in areas like graphic design, videography, and even music video production contributing to your success in the automotive industry, specifically in marketing and sales of GAC vehicles?

Those seemingly unrelated skills are invaluable. Graphic design and videography honed my visual aesthetics, which are essential for creating compelling marketing materials for GAC. My experience in music video production taught me about storytelling and connecting with an audience. Even my early interest in SEO ranking plays a role in our digital marketing strategies. These diverse skills give me a unique perspective and allow me to approach marketing and sales from a creative and multifaceted angle.

You mentioned your role in positioning GAC as a world-class brand in Nigeria. What are some of the key strategies you’ve implemented to achieve this, and what challenges have you faced in a competitive market?

My focus has been on building brand awareness and highlighting the value proposition of GAC vehicles. This involves a combination of traditional and digital marketing strategies, leveraging my experience in visual storytelling and community building. The Nigerian automotive market is competitive, so we’ve focused on differentiating GAC through quality, innovation, and customer service. Challenges include overcoming perceptions about Chinese brands and building trust with consumers.

Looking ahead, what are some of the key trends or innovations you see shaping the future of the industry in Africa, and how is CIG Motors preparing to capitalise on those opportunities?

I see several key trends emerging. Electric vehicles are gaining traction globally, and I believe they will play a significant role in Africa’s automotive future. We need to invest in the infrastructure to support EV adoption. 

Another trend is the increasing demand for locally manufactured vehicles. This presents an opportunity for companies like CIG Motors to create jobs and boost the local economy. We’re also seeing a rise in demand for connected cars and advanced automotive technologies. 

 At CIG Motors, we’re preparing for these trends by investing in research and development, exploring partnerships with technology companies, and focusing on innovation. We want to be at the forefront of these changes, offering African consumers cutting-edge automotive solutions.

Many young people in Nigeria face challenges in pursuing their dreams, whether it’s access to education, funding, or mentorship. Given your diverse path, what specific advice would you offer to those who are trying to break through barriers and build their own success stories?

My advice would be to embrace your diverse experiences and don’t be afraid to take risks. Education is crucial, but it’s not just about formal schooling. Seek out mentors, learn from your experiences, and be resourceful. 

Don’t let limited resources discourage you. I started my first business with very little capital. Identify a need, find a solution, and be persistent. The tech and automotive sectors are ripe with opportunities, but you need to be willing to work hard, adapt, and never give up on your vision. Networking is also vital. Connect with people in the industry, learn from their experiences, and build relationships.

You’ve accomplished a great deal before 40. What advice would you give to young entrepreneurs trying to find their path and make their mark in the world, particularly those who might feel their diverse interests are a hindrance rather than a strength?

Embrace your diverse interests! Don’t see them as a hindrance but as a strength. Every experience, every skill you acquire, is a tool in your toolkit. Be open to new opportunities, even if they seem outside your comfort zone. Don’t be afraid to take risks and learn from your mistakes. Most importantly, find your passion and pursue it relentlessly. Your diverse experiences will ultimately prepare you for whatever path you choose.