In conversation with Adetayo Bamiduro on pioneering sustainable mobility in Africa

In this interview, Co-founder of MAX, a leading company that promotes the adoption of EVs and LEVs, Mr. Adetayo Bamiduro talks about the company’s goal and business model. He also shares insights into trends shaping sustainable mobility in Africa.
 

According to the UN Environment Programme, the transport sector accounts for about one-quarter of all energy-related greenhouse gas (GHG) emissions. In West Africa, a tech-enabled company is making strides to reduce these emissions.

Meet MAX — a pioneering entity that promotes the adoption of electric vehicles (EVs) and low-emission vehicles (LEVs). Its primary goal is to revolutionise mobility in Africa, making it accessible, safer, and environmentally friendly. To date, MAX has facilitated over 514 million trips, covering more than 2.5 billion kilometres across 17 cities. It has also saved 392,000 metric tons of CO2 emissions.

In this interview, Co-founder Adetayo Bamiduro talks about the company’s goal and business model. He also shares insights into trends shaping sustainable mobility in Africa.

Interviewer: What inspired you to co-found MAX, and what is your biggest goal as a company? 

Mr. Bamiduro: My inspiration to co-found MAX stemmed from a personal drive to create impactful and sustainable solutions that would advance my nation, community, and Africa. 

Witnessing the poor road infrastructure and limited mass transit options in West Africa, I saw the emergence of millions of two- and three-wheelers as a necessity. There are over 16 million mobility entrepreneurs in an informal sector that lacked access to formal financing, quality vehicles, embedded finance, insurance, and reliable maintenance support. Despite their critical role, mobility entrepreneurs are massively underserved. This drove the development of MAX’s solution. 

Interviewer: How are you aligning your business model with the global shift toward cleaner energy in the transportation sector?

Mr. Bamiduro: Our business model is aligned with the global shift towards cleaner energy by deploying EVs and LEVs. This commitment reduces our carbon footprint, cuts greenhouse gas emissions, and improves air quality.

In response to the significant impact of climate change in sub-Saharan Africa, which is evidenced by rising health issues and environmental degradation, we are accelerating the deployment of EVs. This approach supports global sustainability trends and enhances the health and environmental quality of our communities.

As MAX is operational in 17 cities across three African countries and rapidly expanding, we’ve helped address the significant challenge of developing EV infrastructure in sub-Saharan Africa. However, a major hurdle is the availability of reliable power for EV charging. To address this, we’ve implemented a strategic approach by forming partnerships with energy providers across the region.

Interviewer: What advantages does your vehicle subscription model offer drivers compared to traditional vehicle ownership or leasing methods?

Mr. Bamiduro: Our vehicle subscription model, known as the MAX Drive, is a daily ‘rent to own’ model with MAX Advantage, a comprehensive value-added service bundle provided to our riders, whom we call Champions. 

Max Advantage has numerous benefits that address user service gaps — i.e., complete vehicle licensing, round-the-clock assistance, vehicle insurance, health insurance, and accident insurance covering champions and passengers. This comprehensive support system is designed to be sustainable for them and to help them achieve long-term success.

From the outset, we recognised that our target market consists of low-income commercial drivers who have historically been underserved and excluded from financial services. Therefore, we built a model with easy entry points and incentives for drivers to make timely repayments. By examining existing market practices and leveraging technology, we have improved and streamlined the process, making it more accessible and beneficial for our champions on their path to low-emission vehicle ownership.

Interviewer: What trends do you see shaping the future of mobility in Africa over the next decade, and how is MAX positioning itself to lead in these areas?

Mr. Bamiduro: We see four major trends: Electrification and Sustainability, Digital Transformation and Data-Driven Solutions, Financial Inclusion, and Urbanisation and Infrastructure Development.

1. Electrification and Sustainability. The shift towards EVs and LEVs is accelerating. Africa's need for sustainable solutions is paramount due to the environmental and health challenges posed by traditional internal combustion engines (ICE).
2. Digital Transformation and Data-Driven Solutions. The integration of digital technology into mobility services is transforming how we operate. From mobile-enabled wallets to IoT networks, the ability to collect and analyse data will drive efficiencies and enhance user experiences.
3. Financial Inclusion. There is a growing emphasis on empowering micro-entrepreneurs and fostering financial inclusion. 
4. Urbanisation and Infrastructure Development. As urbanisation continues to rise, the demand for efficient and reliable transportation solutions will increase. 

MAX is positioning itself as a leader in these areas by continually innovating and expanding our solutions to meet the evolving needs of the market. With our strong foundation, strategic partnerships, and commitment to sustainability, we are well-equipped to drive the future of mobility in Africa. 

Interviewer: What key lessons have you learned about leadership and innovation in a rapidly evolving industry like mobility and energy?

Mr. Bamiduro: The key lessons about leadership and innovation in the rapidly evolving mobility and energy industries for me would be understanding the following: 

1. Innovation Must Be User-Centric. Innovation should always be driven by the needs of the users. Understanding the challenges and requirements of our drivers and customers has been vital in developing solutions that are practical, effective, and widely adopted.
2. Commitment to Sustainability. Embracing sustainability is not only a moral imperative but also a strategic advantage. Our focus on EVs and LEVs underscores the importance of integrating environmentally friendly practices into our business model.
3. Adaptability is Crucial. The mobility and energy sectors are dynamic, requiring constant adaptation to new technologies, market demands, and regulatory changes. Being flexible and responsive to these changes is essential for sustained growth and success.
4. Empowerment and Inclusivity. Empowering our team and fostering an inclusive culture drives creativity and innovation. By valuing diverse perspectives and encouraging a culture of continuous learning, we can better address the multifaceted challenges of our industry.
5. Balancing Long-Term Vision with Short-Term Agility. Balancing a long-term strategic vision with the agility to make quick, informed decisions in the short term is critical. This dual approach enables us to stay on course while effectively responding to immediate opportunities and threats.
6. Collaboration and Partnerships. Building strong relationships with stakeholders, including investors, policymakers, and technology partners, is key. Collaboration fosters innovation and helps in navigating complex challenges in the industry.

Adetayo Bamiduro is one of the speakers at this year’s Nigeria Energy Leadership Summit. The summit will feature insightful discussions on the country’s journey as it transforms its electricity sector. 

It is part of Nigeria Energy, West Africa’s leading energy event, which is now on its 11th edition. Held under the patronage of the Federal Ministry of Power, the event gathers key figures and decision-makers to tackle issues and foster connections that will usher in a brighter energy future for West Africa.

Nigeria Energy takes place at Landmark Centre, Lagos, from October 15 to 17, 2024. Register now!

Nigeria Energy, now in its 11th edition, stands as West Africa's leading energy event, bringing together a comprehensive array of industry leaders, innovators, and game-changing technologies. Join us to experience the entire energy value chain, from cutting-edge generation and transmission advancements to groundbreaking solutions in renewables and energy efficiency. Register now!