NOA Rebukes Abuja Car Dealer Over Mockery of Civil Servants in Luxury Car Adverts

The National Orientation Agency (NOA) has formally reprimanded Abuja-based car dealer, Alamin Muhammad, over his controversial social media skits that mock civil servants’ inability to afford luxury cars.

Muhammad, popularly known as Sarkin Mota, has developed a reputation for his viral marketing catchphrase, “This one no be for civil servant o”, often used to describe vehicles far beyond the purchasing power of Nigeria’s average public sector worker.

In one such skit, Muhammad test-drove a 2023 Mercedes-Benz C300, complete with artificial intelligence (AI) features, and asked the system: “Can civil servants afford you?” to which the car’s AI cheekily responded, “No! Maybe in 2062.” The vehicle, he added, costs “only N85 million.”

National Orientation Agency

The NOA, in a letter signed by its Director-General, Lanre Issa-Onilu, described Muhammad’s approach as condescending and insensitive, particularly in a time when Nigerians are grappling with economic hardship.

“It is indecent to speak condescendingly about Nigerian civil servants who dedicate many years of their lives to driving the machinery of government,” the statement read.

“Subjecting this critical workforce to ridicule in a country battling materialism and get-rich-quick mindsets sends the wrong message, especially to young people,” the agency added.

Civil servants currently earn a minimum wage of N70,000 monthly. On that salary, a worker without any additional income would need over 100 years to afford the advertised Mercedes-Benz C300, illustrating the stark income disparity that Muhammad’s videos have repeatedly highlighted.

Muhammad’s skits, often presented with humour and sarcasm, have become increasingly popular across social media platforms. In one of them, he jokingly compared a vintage Volkswagen Beetle to a civil servant’s dream car, quipping, “This car no be for civil servant o, but I no know if now dem fit afford am.”

While the NOA did not announce any legal action or sanctions, it warned the car dealer to be more considerate in his messaging, stating that business promotion should not come at the expense of national values and public dignity.

“We have taken the trouble to respond based on the feedback we are receiving from many people who have watched your video skit. Kindly take note,” the letter said.

Though the agency stopped short of issuing a legal threat, some observers speculate the government might consider invoking sections of the Cybercrime (Prohibition, Prevention, and Enforcement) Act, 2015—commonly used in recent times to curb perceived cyberbullying and offensive speech online.

However, legal experts note that unless Muhammad targets specific individuals or engages in direct harassment, invoking the Cybercrime Act in this context could be difficult to justify under the Nigerian Constitution, which guarantees freedom of expression.

For now, the flamboyant car dealer has not responded publicly to NOA’s warning, leaving many wondering if he will tone down his skits, or double down on a formula that has made him an internet sensation.

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