The Lagos State Council of the Amalgamated Union of the App-based Transporters of Nigeria (AUATON) has launched an LED car roof advertising scheme for e-hailing drivers and fleet owners in the state.
The chairman of the council, Comrade Jaiyesimi Azeez, disclosed this in a chat with Technext.
Speaking about how the scheme would work, he explained that the cars of participating drivers will be fitted with sleek, high-tech LCD roof displays. The displays will carry advertisements and brand campaigns by various organisations and companies. And, drivers will be required to drive around the city with the displays.
According to the chairman, the purpose of the advert scheme is to enable drivers to maximise their earning opportunities, earn additional passive income and increase their savings, especially as they head into the busy and financially demanding Yuletide season.
Beyond the season, it is also an opportunity for drivers to achieve some degree of financial stability.
“The LED car roof advert display is giving car owners the unique opportunity to turn their vehicles into income-generating assets. By allowing their cars to be fitted with an LCD roof branding display, they can earn between ₦70,000 and ₦150,000 monthly, all while driving their usual routes,” the chairman said.
See also: Bolt says top drivers earn N1.6 million monthly amid calls for improved welfare
He explained that earnings will be flexible, largely depending on the amount of display time the driver provides, but not below ₦70,000, and not exceeding ₦150,000 monthly. He added that the participating drivers stand the opportunity to be part of a modern advertising network transforming Lagos mobility, thus making a citywide impact.
“Your earnings will depend on the number of hours your car is actively displaying advertisements. Whether you’re a full-time driver or part-time operator, this is a simple way to increase your income stream without stress,” he said.
AUATON’s advert scheme and drivers’ concerns
Earnings have been a serious subject of contention for e-hailing drivers, with many complaining that they are simply not earning enough.
Consequently, drivers operating in cities across the country have taken matters into their own hands, increasing fares by sometimes over 50% over app prices to make a livable income.
In 2024, e-hailing operators in Abuja, under the banner of the Concerned Abuja Pilots, decided to set aside fare prices stipulated by app companies like Uber, Bolt and inDrive and incorporate their own fixed prices.
Per their new prices, for short trips, a fare of 450 naira per kilometre was approved and 400 naira per kilometre for long trips. This is way above the 150 naira per kilometre on Uber as of then.
More recently, operators in Rivers and Edo states, under the Nigerian e-hailing union, AUATON, hiked their fares by 50 per cent. According to them, the increase is intended to improve driver earnings amid dwindling income from the official ride-hailing apps.
App companies like Bolt and inDrive, however, insist drivers make enough money to live by. Bolt, on one hand, said top drivers on its platform earn upwards of ₦1,610,351 monthly average, while inDrive said its top-performing drivers earn over ₦1.2 million monthly.
Drivers were, however, quick to respond, insisting that only very few drivers manage to earn that much. Even those who do make that as their gross earning, and after factoring in operational costs like fuel, internet, repairsand several others, the net profit would not amount to much.
But beyond tussling over earnings, it appears the Lagos AUATON is trying to provide drivers with extra means of earning with its LED car top advert. It remains to be seen how well drivers adopt the new scheme.
