Bolt Super Lubricant, a Nigerian-made engine oil brand, is steadily carving out a significant share in the nation’s competitive lubricant market, driven by a promise of quality, performance, and affordability.
At the ongoing West Africa Automotive Show in Lagos, the company’s Head of Operations, Mrs. Amaka Ogbuagu, highlighted Bolt’s market momentum and its appeal to Nigerian motorists seeking reliability in engine performance.
“Bolt is a Nigerian oil – an indigenous lubricant made here in Nigeria,” Ogbuagu said. “What sets it apart is its high viscosity and detergent properties. That is why cars that use Bolt don’t experience rust or quick blackening of oil.”
According to her, the local market has long been saturated with subpar foreign and domestic brands, often leaving car owners frustrated. “You fill your car, go to Benin City from Lagos and back, and it’s still the same. No engine rust, no black oil,” she added.
Backed by Sochi Energy, a wholly Nigerian company operating a blending plant in Mowe, Ogun State, Bolt’s local production base allows it to maintain a competitive edge in pricing.
“It is not exactly cheap. But for what is inside, it is affordable when compared to so-called foreign lubricants,” Ogbuagu clarified.
Comparing Bolt to other indigenous brands, she emphasized the superiority of its formulation: “Some of these oils do not have what Bolt has. Many in the market are terrible – your engine oil oxidises quickly and turns black. That was what inspired the birth of Bolt.”
While Bolt shares its name with the global ride-hailing company, Ogbuagu made it clear there is no connection: “For now, nothing connects us, but maybe in the future. The name came from the idea of speed and strength – like a lightning bolt.”
Bolt’s Marketing Manager, Mr. Chinagozim Onuoha, detailed the product’s geographic reach, which includes Lagos, Anambra, Enugu, Delta, Abuja, and, most recently, Plateau State.
“We have started creating significant market impact, especially in the last two years,” he said. “In some regions where we have strong distribution, we have taken as much as 70 percent of the market share. Some others are at 40 percent, and a few areas even higher.”
Though specific production figures remain undisclosed, Onuoha revealed that the company is scaling operations through strategic partnerships with transport unions, bonded terminals, and haulage firms.
Bolt’s product portfolio covers a range of applications, including petrol and diesel engines, as well as industrial use. Among the SKUs are SAE 40, 20W50, 15W40 CF-4 and CI-4, 85W90 (manual gear oil), ATF Dexron II and III, 85W140 (axle oil), Hydraulic 68, and lubricants for two-stroke engines like motorcycles and generators.
Addressing market concerns around counterfeit products, Onuoha assured that Bolt’s “computerised and coded” packaging provides a safeguard. “Most fake oils enter through the distributorship end. We have mechanisms in place to identify our products in case of any issue,” he said.
He acknowledged rising competition, particularly as consumers gravitate toward cheaper products due to economic pressures. However, he expressed confidence in Bolt’s value proposition.
“Some customers initially go for cheaper, low-quality oils, but once we educate them on the long-term engine risks, they switch over to Bolt,” he noted.
Onuoha also shed light on the origin of the business, stating that founder Jack Ogbuagu launched the brand following a poor experience with engine oil during a trip from Lagos to the South East.
“He decided it was time to do something different,” he explained.
Despite a saturated market, Bolt is optimistic. “We believe good products stay. Many names come and go, but Bolt is building long-term traction,” Onuoha said, adding that expansion plans into other West African countries are underway for later this year.
Although Bolt has existed for over two years, the company’s aggressive marketing push has only gained significant momentum within the last 24 months. “In just this year alone, we have won over 15 to 20 companies from rival brands, and they have stayed not just as customers but as partners,” he noted.
Looking ahead, Bolt executives envision a bold future: “In five years, we see Bolt becoming a dominant name in the lubricant space, not just in Nigeria but across the West African sub-region,” Onuoha declared.