Paul Obanua, chairman of Texas Armored Direct, a US-based vehicle armouring firm, is targeting the world’s ultra-rich with luxury vehicles that blend high-end craftsmanship with presidential-grade security.
In an interview with BusinessDay’s Juliet Onyema, Obanua provides a deep dive into the company’s flagship Rhodium45 Ultra-Luxury armoured supercars, which are custom-built with high-quality Italian leather interiors, motion-compatible Starlink internet, and protection designed to withstand hand grenades. Excerpts:
Why Rhodium45 targets Ultra-wealthy clients
The Rhodium45 Ultra-Luxury Armoured
Supercars are positioned firmly in the high-end market. They are not merely BR6 (ballistic-resistant) vehicles. They feature ultra-luxury finishes, including a 42-inch television that separates the driver from the passenger in the rear, capable of moving up and down. Other features include a champagne regenerator, surround sound system, and fibre-optic skylight.
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These bespoke elements come at significant cost and require approximately one thousand man-hours to complete, using only premium Italian leather. Clients purchasing a Rhodium45 are not merely buying transportation; they are purchasing a statement of wealth and a commitment to luxury. Alongside that luxury comes a desire for protection, hence the inclusion of BR6-level security.
How the vehicles are built: From chassis to command centre
We acquire the chassis (the vehicle’s base structure) and then custom-build them to BR6 armouring standards, equivalent to presidential-level security. While higher protection levels exist, they are not necessary for civilian use.
We then undertake what we call an extreme interior conversion on vehicles requiring it. Not all undergo this process. However, to earn the Rhodium45 badge, the interior must meet ultra-luxury standards.
The evolution of Texas Armored Direct
Personally, I have been in the transportation space since 2004. My early experience was in haulage, running a fleet of over 24 Mack Trucks purchased from Alhaji Lanre Shittu. Upon relocating to the United States, I launched GetGo Charter Inc., originally focused on vehicle rentals for ride-sharing services. We later pivoted into vehicle customisation and eventually into premium services. Texas Armored Direct was formally established in 2023.
Our ambition within two years is to become an Original Equipment Manufacturer (OEM). Within a five-year horizon, we intend to manufacture our own vehicles entirely from the ground up.
Tackling the challenge of weight through innovation
The greatest technical challenge in armouring is weight. BR6 armouring adds around 2,000 pounds to a vehicle. Through Rhodium45 R&D, we are collaborating with research labs and universities to develop lightweight materials that offer equivalent or superior protection, including resistance to armour-piercing rounds.
Our ambition is to make bulletproof vehicles mainstream. Just as seatbelts and airbags became standard, we want armouring to follow suit.
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What sets Rhodium45 apart from competitors
We use only the finest materials and conduct rigorous testing to ensure compliance with the highest standards. Our clients receive armouring certificates which is a key point of differentiation.
Our vehicles incorporate 360-degree cameras and motion-compatible Starlink internet, effectively turning them into mobile conference centres. Our competitors may focus on leather interiors, but our strength lies in integrating sophisticated electronics.
Where Rhodium45 sees growth: Key international markets
Our primary market is the United States, where we meet all regulatory standards. Our engines come from General Motors, and our chassis from Range Rover, Mercedes, and Cadillac.
Internationally, Nigeria remains significant. Beyond Nigeria, Mexico and Brazil are our largest international markets.
Navigating supply chain complexities
We prefer air freight, often at the client’s request. Deliveries to Lagos via air take five to seven days. Sea freight to Apapa typically takes a month, sometimes three weeks. Rhodium45 orders are exclusively shipped by air.
Impact of U.S. tariffs on business operations
Initially, tariffs complicated moving chassis across borders, but stability has returned. We are not opposed to tariffs; what matters is policy consistency. Our clientele values service above price. Clear, transparent communication is key and this defines premium service.
After-sales service and pre-owned certification in Nigeria
We have local partners for support, parts, and maintenance. Nigeria has robust technical expertise. We also offer trade-ins. After 24 months, we can offer certified pre-owned vehicles in Nigeria. Rhodium45’s bespoke nature ensures exclusivity; no two models are identical.
How sustainability informs the business model
While I wear many hats, including advisory roles in sovereign wealth and private equity, armouring is my passion. Sustainability is central to my work in finance and applies equally here.
Entrepreneurs rarely do just one thing, but focus is key. My focus now is Rhodium45 Ultra-Luxury Armoured Supercars by Paul Limitless.
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Plans for hybrid, not fully electric vehicles
We are working on bulletproof hybrid electric vehicles (BHEVs). Lexus’ LX700h hybrid is already part of our offering.
The challenge with EVs is weight; adding another 2,000 pounds is impractical. However, once we manufacture our own lightweight chassis, this will change.
The inspiration behind entering the automotive sector
I have always been involved in mobility technology, with a growing emphasis on safety innovation. BR6-level protection is insurance before the fact and proactive rather than reactive. It delivers security and peace of mind ahead of any eventuality. That is how we define sustainability.
