Lagos AUATON Introduces LED Car Roof Advertising to Increase Drivers’ Earnings
The Lagos State Council of the Amalgamated Union of the App-based Transporters of Nigeria (AUATON) has unveiled a new LED car roof advertising scheme designed to help e-hailing drivers and fleet owners generate additional income.
Council chairman Comrade Jaiyesimi Azeez revealed the initiative in a discussion with Technext, describing it as a modern and financially empowering solution for drivers across the state.
How the LED Advertising Scheme Works
Under the program, participating vehicles will be fitted with sleek LCD roof display units that broadcast advertisements and brand campaigns from various companies. Drivers simply continue their normal daily routes while earning passive income from the displays.
According to Azeez, the goal is to help drivers boost their earnings, especially as the financially demanding Yuletide season approaches. Beyond the festive period, the scheme aims to support long-term financial stability for drivers.
“The LED car roof advert display gives car owners the opportunity to turn their vehicles into income-generating assets,” Azeez said. “By allowing their cars to be fitted with an LCD roof branding display, they can earn between ₦70,000 and ₦150,000 monthly, depending on display hours.”
Earnings will vary based on how long advertisements are actively displayed, but will not go below ₦70,000 and will not exceed ₦150,000 monthly. Drivers, he added, will become part of a citywide advertising network transforming mobility in Lagos.
Drivers’ Income Concerns and Ongoing Fare Tensions
Earnings have remained a major pain point for e-hailing drivers across Nigeria. Many say they struggle to meet rising fuel and operational costs, prompting widespread fare markups beyond app-listed prices.
In 2024, e-hailing drivers in Abuja, under the Concerned Abuja Pilots association, implemented their own fare structure, raising rates to:
- ₦450 per km for short trips
- ₦400 per km for long trips
This was significantly higher than the ₦150 per km Uber charged at the time.
More recently, AUATON chapters in Rivers and Edo states increased fares by 50%, citing declining earnings from platforms like Bolt and inDrive.
Ride-hailing companies, however, argue that drivers earn more than they claim. Bolt reported that top drivers make ₦1.61 million monthly, while inDrive stated that its best earners take home over ₦1.2 million monthly.
Drivers countered that such figures apply to only a small fraction of operators. Even for high earners, fuel, repairs, data, and maintenance costs drastically reduce net profit.
AUATON’s New Approach: Extra Income Through Advertising
Rather than continuing the back-and-forth over commission and fare rates, the Lagos AUATON chapter is offering drivers a new income stream through its LED roof advert initiative.
The union says the program is stress-free, requires no extra work, and fits seamlessly into drivers’ daily operations. What remains to be seen is the level of adoption among Lagos drivers and how significantly it will improve their financial outcomes.
