Celebrating Diana Chen: The executive who turned Chinese automakers into Nigerian contenders
- +CIG Motors and the automotive ecosystem
It is no coincidence that Diana Chen was born on the 29th of July, sitting squarely at the intersection of the Leo and the Rat. In Western astrology, the Leo is defined by courage, ambition, and a commanding presence. In Chinese tradition, the Rat represents supreme resourcefulness and the instinct to see opportunities where others see only uncertainty.
It is no coincidence that Diana Chen was born on the 29th of July, sitting squarely at the intersection of the Leo and the Rat.
She serves as chairman of CIG Motors Nigeria, chairman of GAC Motors Nigeria, chairman of LagRide Nigeria and vice-chairman of the China-Africa Business Council. Each position represents a distinct part of her work: building an integrated automotive group, transforming perceptions of Chinese vehicles, developing technology-driven urban mobility and strengthening commercial relations between China and Africa. Her birthday tells the tale of a builder.
She was drawn to Nigeria 14 years ago during the earlier phases of China-Africa economic relations. China had been looking to break into newer markets, and this desire fostered a breeding ground for potential investment, industrialisation and mutual cooperation between China and African countries.
Diana Chen belonged to the crop of Chinese entrepreneurs who saw Africa as a diamond in the rough, a continent where industries could be built. She came into Nigeria in her prime and began to connect Nigerian opportunities with Chinese manufacturing, investment and technology.
Notable amongst them is Choice International Group and CIG Motors, one of the companies that made car ownership affordable for millions of Nigerians seeking meaningful employment.
Success came with traditional honours that made her feel welcome in the local society. In 2015, she was installed as the Iyalaje of Oshodi in Lagos State. The title, associated with leadership in commerce and enterprise, made her the first Chinese woman widely recorded as receiving a Nigerian chieftaincy title.
She received a second traditional honour in Ondo State in 2016, recognising her growing contribution to economic development and her relationship with communities beyond Lagos. In 2021, the Oniru of Iru Kingdom conferred on her the title of Yeye Onile-Aje of Iru Land, another honour associated with enterprise, prosperity and service to the community. These recognitions earned her the title of Nigeria’s Triple Chief.
CIG Motors and the automotive ecosystem
As chairman of CIG Motors Nigeria, she has established businesses in key aspects of the economy, including automobiles, transportation, energy and consumer technology sectors. Part of her work involved the unveiling of GAC Motor, Wuling and JMC vehicles to the Nigerian market, which has become a familiar sight on Nigerian roads. She has also supported the growth of GREE air-conditioning systems and Lontor consumer products.
Her automotive strategy covers vehicle distribution, local assembly, aftersales services, spare parts, dealerships, technical development and institutional mobility solutions. The working principles for automotive systems require a complete ownership system. This is why every vehicle introduced to the market must be supported by qualified technicians, accessible spare parts, reliable service centres and trained customer-service professionals.
Diana was equally responsible in changing how Nigerian consumers perceive Chinese vehicles. When she began expanding GAC Motor’s operations in Nigeria, Chinese automotive brands faced considerable scepticism. Many consumers questioned their quality, durability, resale value and aftersales support.
Changing those perceptions required dependable vehicles, strong service infrastructure and years of consistent customer experience. Across her numerous roles and titles, one thing has remained true with Diana Chen: hard work, dedication, discipline, and belief will help birth a truly developed society.
