Dr. Aliyu Mohammad, CEO of Sarkin Mota Autos, is rewriting the rules of automobile marketing in Nigeria. Emerging on social platforms with satirical videos and savvy storytelling, he has turned the dealership model into a new play.
Known for social media posts like asking a Mercedes-Benz C300 equipped with AI, “Can civil servants afford you?” only for the vehicle to respond, “No. Maybe in 2062” – Sarkin Mota has sparked both viral attention online.
Launching the Car Business
Born and raised in Abuja, Sarkin Mota built his car dealership entirely around digital content marketing. A graduate of Ahmadu Bello University in Zaria, Sarkin Mota grew up in Abuja with a passion for independence and cars.
“Growing up, I had a natural love for cars,” he said in a recent interview. “It wasn’t just about the machines themselves, but also about the industry and the limitless possibilities within it.”
He launched his operation in 2019, just before the COVID-19 pandemic reshaped business and consumer engagement.
According to him, with a growing Twitter following of around 50,000, he used relatable narratives and sharp wit to build trust and visibility. As lockdowns drove audiences online, his online presence fuelled early traction for his auto listings and digital content.
“I turned my love for automobiles into a source of income, and that has made my journey fulfilling,” he said.
The Sarkin Mota Strategy
What sets Sarkin Mota apart is his mastery of the content–commerce feedback loop. Sarkin Mota tapped into the power of satire and authenticity to differentiate himself in Nigeria’s crowded auto space.
While Ola of Lagos helped popularise automobile content in Nigeria by sharing luxury car reviews, Sarkin Mota took it further by converting virality into verifiable sales.
In contrast to Ola’s discovery-as-content approach, Sarkin Mota’s content is commerce-first, turning engagement into equity and video views directly into car purchases. Another difference is, while Ola markets for others, Sarkin Mota is markets for himself.
Through TikTok, Instagram, and Twitter, he combines satire, trust-building, and product tours. In doing so, Sarkin Mota has built an engaged community and positioned Sarkin Mota Autos as a disruptor, where content is not just branding but a sales channel itself.
Facing Challenges, Eyeing Growth
His viral car marketing video featuring him asking whether civil servants could afford it earned both attention and a rebuke from the National Orientation Agency, which criticized the tone toward public servants. Sarkin Mota defended the content as motivational commentary on broader economic.
He also sees a set of other challenges as alivital discussion and a case study in the industry.
“The automobile industry has its challenges. One of the biggest risks is unknowingly buying stolen cars or vehicles with accident histories. This can create legal and financial issues,” he noted.
Sarkin Mota eyes building his brand on the belief that content is a sales medium, not just entertainment. He credits his early independence mindset and love for automobiles as motivators.
He also sees cars as faster-turnover assets than real estate: where one might sell a dozen cars in the time it takes to sell a single property.
A New Blueprint for Digital Commerce in Nigeria
According to experts, Sarkin Mota isn’t just reshaping how cars are marketed, he’s redefining how Nigerian consumers shop in the digital age. Sarkin Mota has carved out a unique space where car sales meet entertainment and credibility.
As of 2024, Nigeria had over 122 million internet users, with Instagram, and Facebook among the most-used platforms for product discovery and purchasing decisions.
This underscores how digital-first strategies, like Sarkin Mota’s fusion of content and commerce, align with where Nigerian consumers are spending their attention, and making their purchasing choices.
Experts noted Sarkin Mota’s success signals something larger than personal branding, it represents a shift in how commerce can be done in Nigeria’s growing informal economy.
Quick Facts About Sarkin Mota
- Sarkin Mota, Dr. Aliyu Mohammad, is a Chief. He was turbaned as the first Sarkin Motochin Kasar Hausa on 28 June 2025.
- Both of his parents are civil servants, and he credits them for his upbringing.
- He has 144,000 followers on Twitter, 479,000 on Instagram, and over 811,700 on TikTok, making him one of the most digitally influential car dealers in Nigeria.
- With an eye on long-term growth, Sarkin Mota is diversifying his business portfolio, targeting real estate, oil and gas, agriculture, and even recycling.
- Beyond business, he finds joy in riding power bikes, a hobby that reflects his bold personality and love for speed, control, and freedom.
Trailblazers Across Nigeria’s Auto Market
Sarkin Mota’s rise is part of a broader wave of Nigerian entrepreneurs in the car dealership business including Etop Ikpe of Cars45, Sadiq Saminu Geidam of Abujaka Limited, and Oluwatobi Ajayi of Jetvan Automobiles Limited.
Sarkin Mota enters an industry that has for decades been shaped by automotive giants like Kefas Wungak Ropshik of Kefiano Motors, and Chief Michael Ade-Ojo of Elizade Motors.
In addition, business luminaries such as Lanre Shittu of Lanre Shittu Motors, Cosmas Maduka of Coscharis Motors, and William Anumudu of Globe Motors have built regional automotive empires across Nigeria.
Nigeria’s automobile market is fast-evolving. On average, 720,000 vehicles are sold annually in the country. The sector generated selection-level revenues near $0.4 billion in 2023, and according to Statista, the market is expected to generate a revenue of $714.9 million this year.
These figures, according to experts, births a fertile ground for more entrepreneurs to transform Nigeria’s transportation landscape, making car ownership marketable and accessible.
Talking Points
Sarkin Mota is proving that content is also the dealership. By blending satire, auto storytelling, and consistent product marketing, Sarkin Mota has tapped into a formula that resonates with Nigeria’s digitally savvy youth and middle class.
At Techparley, we see his approach as more than just personal branding. It’s a real-time case study in content-led commerce, where a car dealership doubles as a media company.
Unlike traditional dealerships reliant on foot traffic or paid ads, Sarkin Mota built traction through organic reach, leveraging Instagram, Twitter, and TikTok videos that humanise high-ticket purchases.
There’s also an opportunity here: if structured well, Sarkin Mota‘s model could be franchised or turned into a platform, powering other digital sellers in the auto space.
With Nigeria’s internet penetration growing and social commerce on the rise, Sarkin Mota Autos is not just disrupting the traditional car dealership, it’s showing what the future of trust-driven, content-first commerce could look like.
