By Emmanuel Ogbodo
Comrade Steven Iwindoye, a prominent figure in the Nigerian drivers’ union, has expressed strong criticism against ride-hailing companies like Bolt and Uber for what he describes as false and misleading advertisements that exaggerate the potential earnings of drivers. Speaking during an interview with Technext, Comrade Iwindoye, who serves as the Public Relations Officer of the Lagos Chapter of the Amalgamated Union of App-based Transporters of Nigeria (AUATON), specifically highlighted how these companies inflate earnings figures to lure unsuspecting drivers to join their platforms.
In one particular advert by Bolt, the company claimed that drivers on its platform could earn up to ₦793,000 per month. However, Comrade Iwindoye believes this claim is far from the reality for most drivers. He stated, “The claim of drivers earning up to ₦700,000 per month is highly exaggerated and misleading. While top-performing drivers might approach this figure, it’s not the average earnings for most drivers.”
Iwindoye further pointed out that while Bolt is particularly known for making such inflated claims in their advertisements, other ride-hailing companies have also been guilty of misleading marketing practices. He noted that although Uber and InDrive might be more subtle in their advertising approaches, they are not exempt from such accusations. He added that Lagos Ride, another e-hailing platform, does not engage in such advertising.
According to Iwindoye, the earnings of drivers on these platforms vary widely due to several factors. These include the individual targets set by drivers, their availability to work, the platform or platforms they choose to operate on, and the locations where they work. Despite these variables, he stressed that it is highly improbable that nearly ₦800,000 is a realistic benchmark or average earning for app-based drivers, especially considering the gig nature of the industry and the current economic situation in Nigeria, which has made e-hailing services a luxury for many.
He elaborated, “Gross earnings vary depending on location, demand, and driver efficiency. However, here are rough estimates: gross earnings are between ₦200,000 to ₦400,000 per month at an average of 10 to 20 trips a day. Take-home pay after expenses like fuel, maintenance, data, etc., is between ₦100,000 to ₦200,000 per month.”
Based on these figures, Comrade Iwindoye asserted that the advertisements by app companies like Bolt are deceptive and primarily aimed at attracting new drivers to their platforms. He suggested that with the increasing rates of driver dissatisfaction and apathy, companies like Bolt are resorting to these enticing ads to replenish their driver base. However, he emphasised that app drivers who are members of the union are becoming more aware and are no longer easily swayed by these misleading advertisements.
“Driver earnings vary greatly depending on city, time of day, and season. Companies often inflate earnings estimates to attract drivers, hoping to maintain a large driver base. (Prospective) drivers should research and understand the terms, commissions, and expenses involved,” Iwindoye advised.
In addition to criticising the misleading earnings claims, Comrade Iwindoye also condemned the 25% commission charged by Bolt and Uber, describing it as a significant and unfair deduction from the drivers’ earnings, given the limited services these companies provide in return. He argued that the drivers, who bear the brunt of the operational costs, including vehicle maintenance and fuel, are left with minimal earnings after the hefty commission is deducted.
Speaking further on the issue during an appearance on the Celebrity Sporty Podcast in Lagos, the AUATON PRO underscored the challenges faced by drivers in the e-hailing industry. “We are the owners of the business. We are the ones going through a lot of difficulties on the road. The cars belong to us. We are the ones maintaining and taking care of the car. We are the ones fueling the cars. What are they doing for us? They only connect and link us to riders, and they are still taking humongous commissions, which leave us with nothing to go home in the evenings. Many of our members sleep on the road because they cannot go home. When you work from morning till evening, nothing is left with you. How do you want to go back home to meet your family?” he concluded.
