Step right into a world the place luxurious and safety are seamlessly intertwined, the place each drive, each journey, is elevated by premium pleasure, precision, perfection and safety. Texas Armoured Direct stands on the pinnacle of armouredluxury, delivering extra than simply automobiles. The corporate presents a life-style the place class, efficiency, and uncompromising safety journey hand in hand. With a worldwide attain and a flawless fame amongst heads of state, very high-net price people, executives, and celebrities, Texas Armoured Direct is redefining what it means to journey with status, pleasure and safety. On this interview with Paul Obanua, Chairman of Texas Armoured Direct, who drives the imaginative and prescient and keenness of the Rhodium45 Extremely Luxurious Sequence Autos, talks in regards to the world’s most beautiful bulletproof automobiles, every a masterpiece of design and engineering, curated for many who demand nothing lower than the very best and purest. Obanua discloses the U.S.-based firm’s mission to make extremely luxurious armoured automobiles mainstream throughout the globe. He has the sense, science, and area to make that occur…
What impressed Rhodium45 ultra-luxury armoured supercars?
What impressed Rhodium45 Extremely-luxury Amoured Supercars is that we’ve been into amoured bulletproof automobiles: BR6-level ballistic-resistant bulletproof automobiles for a while however we additionally found there there’s a distinct segment market of folks that they simply don’t need to be in one other SUV that appears like secret service SUV; one thing that’s clunky and all of that and that’s not what we do truly. What we do at Texas Armoured Direct, which is the mother or father’s firm, we customise Cadillac Escalade 2025, for instance, Mercedes Benz G63, Lexus LX600, Vary Rover Autobiography, or Vary Rover SV, as we customise them to change into BR6-level bulletproof, that means that they will face up to they usually soak up power from excessive caliber bullets, hand grenade, et cetera.
However then, there’s nonetheless this different area of interest market we found that they simply don’t need to cease there, they need the finer issues of life this market calls for that their automobiles appear to be they’re personal jets their automobiles inside the consolation of their automobiles are nearly as good as they’re mega yachts they’re personal jets and so forth. So, that market exists and we begin providing that companies as nicely. However then we nonetheless didn’t need to cease there. We stated okay if this market exists, we’re going to serve it. As a result of what exists on the market at present is both your high-end automobiles are bulletproof or some folks purchase custom-made inside high-end automobiles as nicely; luxurious end, ultra-luxury end however not what we provide. So, we’re on the intersection of high-end luxurious end with elect electronics intelligence within the automotive with added benefit of the assist-level bulletproof which I name life insurance coverage earlier than the information. You know the way the life insurance coverage coverage operates. Life insurance coverage insurance policies are after the information, after the eventualities.
However the BR6-level armoured safety is life insurance coverage earlier than the information. That’s how we view it. So, if you happen to’re getting all this ultra-luxury, high-end electronics clever good automation in your automotive we simply consider it’s only pure so that you can even be protected. That’s what we additionally discovered from our shoppers. They need that. So, they need safety. They need the posh that matches the posh degree of their personal jets, yachts, and their houses. That’s what impressed to go in that route.
However we’re not stopping at that. We’re taking a look at an even bigger image. The larger image is, how can we at Rhodium45 ultra-luxury amoured automobiles make bulletproofing mainstream? There was a time seatbelt have been just for race automotive drivers. Then, he turned mainstream, after which it turned a regulation difficulty. It now turned a government-mandated characteristic in automobiles and also you’re required to really put on it. So was airbag. The airbags have been meant for wealthy guys. However from there it turned a particular, added characteristic in luxurious automobiles. From a particular, added characteristic in luxurious, the airbag has gone mainstream.
Who says bulletproofing of a automotive can’t change into mainstream? Who says automobiles can’t kind normal BR6-level armoured automobiles. That’s the answer we try to supply. We’re working with analysis labs right here within the U.S. and a few universities. Moreover, we about to provide you with armoured automobiles manufactured to be armouredcars; not customising on the chassis of present automobiles like we do in the present day. We’re working from customisation [which we do currently by customising the chassis of Escalade SP, Range Rover SV, Lexus LX600, Mercedes Benz G63 AMG, etc.] to rolling out, in a few years, our personal chassis which is bulletproof. From there we start to work on bringing the value down. Due to this fact, it can come to some extent that when you’ll be able to afford Mercedes Benz S-Class, S580, you’ll be able to afford our automobiles that may come as normal bulletproof automobiles. Bulletproof might be a regular characteristic identical to the seatbelts and the airbags. That’s the large distinction and we now have the expertise already.
The query is why doesn’t that exist? Why just isn’t mainstream in the present day? One, it is extremely costly and it’s heavy. Due to this fact, it isn’t being mass produced. So, we need to be those that may introduce these normal armoured automobiles at scale to cut back the retail worth and the price of manufacturing. Secondly, why can we need to produce such automobiles as normal from the chassis degree? We’ve discovered the technological options to cut back the burden. The problem with BR6 armoured automobiles is the burden. That’s the reason it laborious to armour electrical automobiles as a result of the batteries in EV automobiles are already very heavy. So, you don’t need to placed on these automobiles one other 2,000 kilos of weight. However we now have answer, a composite answer that may carry that weight right down to 500 kilos. 5 hundred kilos is nearly 4 folks in a automotive which any automotive can assist. We have now that answer now. What we’re engaged on now could be to provide it as OEM [original equipment manufacturer]. That’s the large story right here. The chance we now have is that we’re based mostly right here in North America, exactly within the U.S. Having this operation within the U.S. provides us a whole lot of benefits. It isn’t simple for producers of automobiles to interrupt into the U.S. market. In addition to, the U.S. market continues to be the holy grail for each vehicle producer. Till you export to the U.S., you’ve not hit your candy spot as an vehicle producer. The U.S. is the jackpot for each vehicle producer. Due to this fact, we’re excited that we’re a U.S. firm. We additionally leveraging scientific breakthrough in lighter-weight armoured automobiles with the identical energy-absorbing capability of a BR6-level of an armoured car. Let me emphasise that we’re already working with some universities and analysis labs on that to now deploy this at scale the place we are able to scale back the burden from 2000 kilos to 500 kilos. Actually, we’re even working in direction of 200 kilos of weight utilizing composite supplies. It’s even an answer that may face up to armour-piercing bullets. However we’re not going to go so far as that. We’re going to go so far as BR6-level that’s civilian-approved.
You speak about Consolation. What are the specifics folks can look ahead to?
We have now 42-inch TV that partitions [recessive partition] you from the motive force. You may have motion-friendly stylings. You may have 360-view digicam. It’s a complete command-and-control centre you may have there truly. You may have your mini-iPad the place every part is managed. The car has a champagne regenerator; in some instances, even espresso maker, encompass sound system and fibre optic skylight. The car has luxurious end Italian leather-based. You’ll be able to collapse the seat to change into a mattress. Something you’ll be able to think about is contained in the automotive.
How lengthy does it take to construct this car?
It takes 90 days, from going via armouring customisation to BR6-level armouringwhich protects you from eight calibre bullet, hand grenade, and the gas tank can be protected. After that, it can endure the ultra-luxury end of the inside. However this isn’t the large story. The large story is that we’re bringing to the world of constructing it a regular on your automotive to be bulletproof. What we do now could be simply customising present chassis. We’re within the subsequent couple of years going to launch OEM-brand Rhodium45 bulletproof armoured automobiles. We’ll construct it from the bottom up. That’s the large story. Proper now, we’re providing it as {custom} product.
Will you want to speak extra about your customised automobiles being ‘life insurance coverage earlier than the very fact’?
You know the way insurance coverage coverage works: the coverage turns into efficient when one dies. That’s when the compensation is paid. The safety just isn’t on the deceased. It’s on the household. On this automotive of this armoured automotive, it can forestall its proprietor in opposition to sure eventualities. Whereas life insurance coverage presents some safety for the deceased’s family members, Rhodium45 Extremely-luxury Armoured Supercar protects you from dying from assaults or some sure eventualities -anything can kill you attributable to exterior assaults by way of firearms. That is simply an analogy to drive the purpose dwelling. That’s why we name it life insurance coverage earlier than the information. We use that as some type of analogy to underscore the truth that you’re protected. A person who’s dwelling in opulence ought to get the wanted safety. For instance, you may have extra gun violence in America than wherever else on the earth. An instance is the epidemic of street rage. I’ve been accosted; it’s an expertise I nonetheless keep in mind. On doesn’t have to have an axe to grind with anyone to be shot wherever on the earth today. One might run into the incorrect man. It could possibly be a stray bullet. That’s why we’re desirous about the large answer. The large answer is that we’re taking a look at being a part of that 1% of the variety of automobiles on the street being bulletproof, after which we are able to transfer down the road of bringing in mainstream. Our dedication is to provide bulletproof automobiles with the view of constructing bulletproof automobiles mainstream, identical to seatbelts have been as soon as a rarity, they turned mainstream. Airbags have been as soon as a rarity, they usually turned mainstream, and we now have discovered an answer to make that occur.
You’ve been within the vehicle business for some many years. How has this enterprise developed for you?
I’ve been into, I’ve been into transportation for some time. I imply, a woman as soon as requested me as a result of I’m a member of Jap Polo Membership. I additionally tried to learn to fly in some unspecified time in the future. So, a fellow member requested me, ‘What do you want about Polo?’ I stated, ‘I really like every part that strikes.’ Each time she sees me, she’s ‘Oh, that’s the man that loves every part that strikes.’ I really like motion. I’m very kinetic-friendly. I really like automobiles initially. So, my first expertise within the vehicle enterprise was in transportation. I used to have a haulage firm again in Nigeria, again in 2005. I had a giant operation. I hauled for Lafarge. I hauled for Dangote. I used to be helped by Alhaji Lanre Shittu, might his soul relaxation in peace.
Again within the day he was like my mentor. I purchased all my vehicles, Mack vehicles, from him. vehicles, again within the days. I had over 25 Mack vehicles. We did that enterprise; it was rising after which we moved on. After I relocated to the U.S., we noticed one other hole within the transportation area per supply and rideshare by making cars obtainable to drivers based mostly on leases after we discovered a niche that some people didn’t have the appropriate automobiles for rideshare or supply. We did that for some time and moved up the worth chain. We determined to begin going into manufacturing; or, let’s say manufacturing. Now, it’s not simply offering transport service however offering the tools to serve. The place we’re in the present day at Texas Armoured Direct and transferring into Rhodium45, we’re within the custom-manufacturing of bulletproof automobiles, utilizing the chassis of high-end automobiles.
We’re now in manufacturing—custom-manufacturing, that’s the place we are actually. However the subsequent step which is Rhodium45 Extremely-luxury Armoured Supercars, we might be OEM. We’ll not be utilizing the chassis of different high-end automobiles. We’ll be producing our personal chassis and these will come pre-built as bulletproof chassis. That’s with a view and purpose and goal of constructing bulletproof automobiles mainstream. We need to pioneer that.
Do you present after-sales service, spare components, and upkeep assist to prospects in export locations equivalent to Nigeria? In that case, what does your service entail for these markets?
Completely. We accomplice native service suppliers in Nigeria who’re absolutely able to delivering after-sales assist, from supplying real components to dealing with any essential repairs or upkeep. Moreover, we’re energetic in buying and selling. As an illustration, if you happen to’ve bought a automotive from us, you may have the choice to commerce it in for a brand new one after 24 months. That is just like the licensed pre-owned applications we run within the U.S., and we are able to certify automobiles proper there in Nigeria for resale in that market.
What’s your market base like?
We custom-manufacture Rhodium45 proper now. We provide to some heads of state, ultra-high-net price people, celebrities. Presently, U.S. is our market. We additionally export to Mexico, Brazil and of course, Nigeria. Nigeria is a really fascinating market to us and we’re very severe about and fascinated by that market. However it isn’t our largest export market. The US is our major market. We’re a U.S.-based firm. The U.S. continues to be the biggest client of bulletproof automobiles. Rhodium45 means ultra-luxury and bulletproof. We’re comfortable to be sharing this revelation with THISDAY as our media launch within the U.S. might be arising in a couple of months’ time.
Why did you select to place your face to the Rhodium45 model?
As a result of I consider in what I’m doing. I consider within the huge answer Rhodium45 goes to carry to the world. That is one thing I’m proud to establish with. In a couple of years’ time, all people might be comfortable to affiliate with that identify as a result of as soon as one thing is nice, it’s a must to establish with it. Once you’re doing one thing nice, the least you are able to do is to establish with it. That’s easy methods to show to the world that you just consider in it. You can not say one thing is nice and you may’t establish with it.
