GIG Mobility Group, the Nigerian transportation company owned by the Ajaere family, is expanding beyond interstate bus services with a technology-driven strategy built around vehicle rentals, travel bookings and digital mobility platforms.

The move signals a broader push to capture more of Africa’s transportation market as customers increasingly demand convenient, digitally accessible services.

The company unveiled PASS by GIGM and hireX by GIGM in Abuja on Wednesday, introducing two platforms designed to broaden its service portfolio and reduce its reliance on conventional passenger transportation. Chief Executive Officer Enahoro Okhae said the expansion forms part of a strategy to build an integrated mobility business.

Beyond interstate transportation

“We have chosen to grow, to build, to innovate and to lead, and that is why we have decided to create what we call Integrato, an ecosystem rather than just moving people,” Okhae said at the launch.

He said GIG Mobility was moving away from its traditional identity as an intercity bus operator toward a broader business connecting transportation, travel and lifestyle services.

The strategy reflects an effort to respond to changing customer expectations while opening additional revenue opportunities beyond scheduled passenger journeys.

New platforms target customers

One of the new offerings, hireX, is a vehicle-hire marketplace that allows customers to book vehicles with professional drivers for airport transfers, corporate travel, events and journeys within Abuja. The platform gives GIG Mobility an entry into the chauffeur-driven transportation market, where convenience and reliable service are important purchasing considerations.

The launch also featured PASS, another digital platform within the company’s expanding mobility ecosystem. Okhae said customers increasingly expect faster services, digital access and simpler booking experiences, making technology central to the company’s plans to compete in an evolving transportation market.

Ajaere family’s transport business

Founded in 1998 as God Is Good Motors by Edwin and Stella Ajaere in Edo State, Nigeria, the business grew from an intercity bus operator into a technology-driven transportation and logistics company. Following Edwin Ajaere’s death in 2009, his son, Chidi Ajaere, assumed leadership of the family business.

Chidi Ajaere now leads the wider group as chairman and CEO of Greatman Legend, formerly GIG Group, while Enahoro Okhae, the CEO oversees GIG Mobility’s day-to-day operations.

The company, which has more than 40 terminals across Nigeria and Ghana, has increasingly positioned technology as a foundation for expanding its transportation and travel services.

The latest platform launches mark another step in that transformation, giving GIG Mobility an opportunity to reach customers beyond its established bus network.

Its ability to scale the new services, build customer adoption and maintain service quality will help determine whether the integrated mobility strategy can deliver meaningful growth across additional African markets.