Jubril Arogundade, the adventure of an automobile marketing genius
Jubril Arogundade strides into the room with the effortless confidence of a man who has carved his own path, one bold decision at a time.
Known as "Jubril of Lagos," he isn’t just another name in Nigeria’s business landscape—he’s a visionary, a disruptor, and a leader with an insatiable drive to redefine the automotive industry.
As the Executive Director, Commercial for CIG Motors Group, he’s steering the company toward an era of innovation and accessibility, positioning GAC Motors as a dominant force in Nigeria and beyond.
We settle in for a conversation that promises to be as dynamic as his journey—one that began far from the boardrooms and luxury cars he now navigates with ease.
Jubril’s entry into the automotive world wasn’t scripted. He grew up in the bustling neighbourhoods of Ajegunle, Apapa, Lagos, later moving to Surulere and then Ikeja.
His early years were marked by an innate curiosity and a flair for creativity. Photography, videography, graphic design—these were his passions.
At one point, he dabbled in music, working behind the scenes to create visuals and direct music videos.
But his first taste of entrepreneurship came in an unexpected way. Studying in Cyprus on a scholarship, he noticed a gap in the market: students lacked access to internet-enabled SIM cards.
Seizing the opportunity, he flew to the UK, bought SIM cards in bulk, and started a business that turned his first $100,000 while still a freshman. It was a defining moment. Business, he realized, was his true calling.
From there, he built a community—36,000 Black students abroad, yearning for a sense of home. Through entertainment and cultural events, he created a movement, one that eventually led him to organizing concerts with Nigerian superstars like Olamide, Burna Boy, and Wizkid in Cyprus. He was making waves, but something still felt incomplete.
From IT to Automobiles: A Leap of Faith
Returning to Nigeria after graduation, Jubril ventured into the IT space, founding Smart Cab, a ride-hailing service aimed at offering a superior experience. It was during this time that fate intervened—he met Chief Diana Chen, chairman of CIG Motors.
A conversation turned into a partnership, and soon, he found himself in the automotive industry, armed only with his entrepreneurial spirit, creativity, and sales acumen.
“I wasn’t born ready for the automobile sector, but life prepares you in ways you don’t expect,” he reflects.
Today, he’s at the helm of a brand that is reshaping perceptions. GAC Motors, under his leadership, isn’t just competing; it’s dominating.
A Legacy of Leadership
For Jubril, leadership is about action. “I lead by example. I believe in getting my hands dirty,” he shares. Even when external agencies are hired for marketing activations, he’s in the thick of it, ensuring that every detail aligns with his vision.
He credits his success to an unrelenting work ethic. “I dedicate 99% of my effort to my work and leave 1% for prayer,” he says, acknowledging Africa’s deep connection with spirituality. But, he insists, faith without action isn’t enough.
He shares that his biggest professional achievement has been getting the opportunity itself. From a young boy in Lagos gazing at skyscrapers, wondering who owned them, to an executive shaping the future of mobility in Nigeria—his journey is proof that persistence pays off.
A Disruptor’s Vision
Jubril isn’t here to play by the rules. His vision for GAC Motors in the next five to ten years is nothing short of revolutionary.
“Nigeria alone has the potential to sell a million cars annually,” he asserts, contrasting it with the current market size of less than 30,000 new vehicles.
His mission is clear: make brand-new cars more accessible, redefine mobility, and solidify GAC Motors as the national carrier of Nigeria.
Sustainability is at the core of this vision. CIG Motors is leading the charge, with initiatives like planting a tree for every GAC car sold and rolling out electric vehicles for LAGRIDE. “Sustainability isn’t just a corporate buzzword—it’s a responsibility,” he states.
CIG Motors is evolving into CIG Mobility, a full-fledged sustainability company investing in charging stations, power generation, and electric vehicles.
Style, Lagos, and the GAC Lifestyle
When asked about his personal style, Jubril doesn’t hesitate. “I don’t use a stylist; I know my body, my presence, and how I want to be perceived,” he says. His approach mirrors GAC’s brand ethos—sophisticated yet effortlessly cool.
And if there’s one car that embodies his persona, it’s the all-new GS8. “It’s a statement vehicle,” he says. “From the technology to the comfort, it’s the full package.”
Despite his globetrotting lifestyle, Lagos remains home. “I miss the energy, the hustle, and of course, the food,” he laughs. “There’s nothing like Nigerian soup.”
For those looking to follow in his footsteps, his advice is simple but powerful: “Take ownership. When you work for a brand, eat it, sleep it, breathe it. The moment you take ownership; the brand takes ownership of you.”
And for Africans at large, his message is clear. “We are not just participants; we are the real deal. Whatever industry you find yourself in, make a name that sparks change. That’s how we lead the world.”
Jubril Arogundade isn’t just building a brand; he’s building a legacy. And if his track record is anything to go by, the road ahead is bound to be nothing short of extraordinary.
Credits:
Editor-In-Chief - @molifekumona
Interview by: folasolasodiq
Edited and written by: @luthando_v
Art Director: @keenan.jeppe
Graphic Designer: @siwebulawa
Creative Director/Styling: @thinkifan
Photographer: @tope_horpload
Outfit: @joshamor,official
Project Manager: @thepmtribe
Agency: @thinkpr_agency