This is a story of the luxe life of Nigerian celebrities and their affection, perhaps obsession with foreign luxury cars.
While it’s exciting to witness their success and see them living their dreams, it is also essential to ponder the potential missed opportunities to uplift the nation’s economy by patronising Nigerian car manufacturers.
Nigeria’s entertainment industry has always been a realm of opulence, where celebrities bask in the limelight and indulge in luxurious lifestyles.
In the first quarter of 2023, a wave of extravagant car purchases swept through the industry, leaving fans in awe and raising eyebrows about the source of these celebrities’ wealth.
While the world is going through uncertain times, Nigerian celebrities seemed to be on a spending spree, acquiring foreign car brands worth millions, all while turning a blind eye to their country’s own automotive industry.
Musicians Living Large
In recent news, the combined worth of the luxury cars owned by Nigerian music sensations Davido (N2.1 bn), Wizkid (N2.5 bn), and Burna Boy (N1.5 bn), is valued at N6.1 billion or $7.9 million.
Davido, a billionaire musician with an estimated net worth of $27.6 million, recently acquired the limited edition 2023 Mercedes-Maybach S680 Virgil Abloh, valued at $530,000 (#244.5 million), adding to his impressive collection.
This comes after he bought a Rolls Royce Cullinan and Lamborghini Aventador, worth $340,000 and $500,000, respectively.
Flashback to 2022, Wizkid made headlines for acquiring the 2022 Black Badge Rolls Royce Cullinan, estimated to be worth between $475,000 to $700,000 (N219.2 – N323 million), while Grammy winner Burna Boy became the owner of a Lamborghini SVJ valued at $1 million among other luxurious rides. The garage of these music superstars now boasts an astounding value, showcasing their affinity for luxury cars.
As these musicians continue to amass their collections, the question arises about their impact on the local automotive industry.
With the potential to uplift Nigeria’s economy and homegrown talent, supporting indigenous car manufacturers could be a pivotal step forward.
As fans celebrate the stars’ lavish lifestyles, a shift towards endorsing Nigerian-made vehicles could create a brighter future for the nation.
The Instagram influencers and their lavish rides
Njidekah, popularly known as Njidekaah on Instagram, is renowned for her fashion, fitness, and influencing prowess.
She recently fulfilled her dream of owning a luxurious Lexus RX 350 SUV, spending over N20 million in the process. The announcement of her acquisition sent shockwaves across social media, showcasing the lavish lifestyles that influencers can afford in Nigeria.
Machid Gold, a famous Instagram prankster, also joined the league of luxury car owners.
After years of creating hilarious pranks and gaining a massive following, Machi Gold finally treated himself to a Lexus, capturing the moment on Instagram for his fans to celebrate with him.
Comedians Making Big Statements
Comedians, known for bringing laughter to their audiences, were also making headlines with their luxurious rides. Callmewyzee, a popular comedian with a growing fan base, invested over N25 million in a brand new Benz SUV, displaying the results of his comedic success.
Rororibs, a talented Instagram content creator who has featured alongside prominent comedians, added a brand new car to his repertoire, keeping up with the trend of his colleagues in the industry.
Cute Abiola, who rose to fame after an appointment as Special Assistant on Creative Industries by the Kwara State Governor, Abdulrahman Abdulrazaq, showcased his prosperity with the purchase of a Mercedes Benz G-wagon, reinforcing his status as one of Nigeria’s comedy elites.
Celebrities dazzling in luxury cars
The list of celebrities indulging in luxury cars goes on, with names like WhiteMoney, Portable, Zicsaloma, Small Doctor, and many more. These stars have joined the ranks of the wealthy elite, acquiring top-of-the-line vehicles to match their status.
The curious case of patronising foreign luxury car brands
The first quarter of 2023 has been an eye-opener for Nigerians as celebrities, particularly comedians, influencers, and musicians, flaunt their expensive foreign car brands.
As the entertainment industry shines with foreign luxury cars, it raises questions about why Nigerian celebrities are reluctant to support their country’s own automotive industry.
Foreign celebrities who patronize car brands made in their countries, such as the USA and the UK, have had a significant impact on local patronage and revenue for these car manufacturers.
The visibility of these brands in Hollywood movies, American television shows, and British music videos has exposed their products to a global audience, creating a sense of desirability and aspirational value.
Fans and viewers from all around the world, influenced by the celebrity lifestyle, are more likely to consider purchasing these brands, which, in turn, boosts local sales and revenue.
In American action films or British music videos, sleek and luxurious cars from iconic brands like Ford, Chevrolet, Rolls-Royce, and Aston Martin often take center stage, becoming integral to the storylines and contributing to the overall allure of the entertainment content.
As these movies and music videos gain international popularity, the demand for these cars grows, creating a ripple effect of increased sales and brand recognition.
Furthermore, the rise of social media and video-sharing platforms further amplifies this impact, as fans share and discuss their favorite stars’ rides, fueling the desire to own similar vehicles.
The collaboration between foreign celebrities and local car manufacturers also fosters innovation and product development.
As the stars demand customized and exclusive models to suit their tastes and preferences, car companies rise to the challenge, introducing new features, designs, and limited editions that captivate both the celebrity and their fan base.
This dynamic relationship between celebrity endorsement and the automotive industry creates a symbiotic connection, driving up local patronage and revenue while elevating the global reputation of these car makers.
While foreign celebrities’ patronage of their home country’s car brands has contributed to increased local patronage and revenue, the situation in Nigeria presents a stark contrast.
Nigerian celebrities’ preference for foreign luxury cars over locally-made options, such as those offered by Innoson and Nord, has led to capital flight and low local patronage.
This trend not only impacts the domestic automotive industry but also perpetuates the cycle of economic dependence on foreign products.
However, by supporting foreign brands, Nigerian celebrities miss an opportunity to showcase and uplift their country’s homegrown talent and industries, hindering the growth and prosperity of the nation.
Conclusion: A call for supporting homegrown talents
While Nigerian celebrities dazzle the world with their extravagant foreign luxury cars, it is crucial for them to also recognize the impact of their choices on the local economy.
Supporting Nigerian-made car brands like Innoson and Nord could contribute to significant economic growth, job creation, and technological advancement within the country.
As influencers and trendsetters, these celebrities have the power to drive change and shift the narrative towards supporting homegrown talent.
By choosing to purchase Nigerian-made cars and incorporating them into their music videos, films, and social media posts, these stars can inspire their millions of followers to do the same.
Ultimately, this collective effort can lead to reduced capital flight, increased local patronage, and a stronger and more self-reliant Nigerian economy.
As fans look up to their favorite celebrities for inspiration, a conscious shift towards supporting locally-made products can foster a brighter and more prosperous future for Nigeria.
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