Chinese automakers rev up for Kenyan market takeover

Aurelien Glay, Caetano Kenya, Managing Director and Dr Sylvia Agani Caetano Kenya Commercial and Marketing Director during the unveiling of the Chery Tiggo 4 Pro. [Courtesy, Caetano Kenya]

More Chinese car brands are targeting Kenya as they expand into East Africa and the African market with Caetano and Jetour being the latest entrants in the market. 

Majority of these brands are introducing electrical vehicles to the Kenyan roads, aligning their business models with government’s strategy to increase the use of clean energy vehicles and reduce fossil-fuelled mobility.

A week ago, Caetano launched the Cherry brand in the Kenyan market, which they say brings advanced technology, refined design and accessible luxury to Kenyan drivers. 

“Chery’s arrival in Kenya proves our commitment to delivering world-class mobility solutions that meet the evolving needs of today’s discerning clients,” said Caetano Kenya Managing Director Aurelien Glay, during the launch. “The introduction of this brand brings to the Kenyan market a brand that combines intelligent engineering, contemporary design and advanced safety.”

Chery joins Caetano Kenya’s portfolio, which includes Hyundai, Kia, Renault, JMC, and Ford. Jetour introduced four models of Sports Utility Vehicles(SUVs) which include the T2, Dashing, X70 Plus and T1, that will be sold under Global Motors Centre (GMC) Ltd.

The company also announced plans to have a local assembly by next year that will create jobs, build technical skills, and advance Kenya’s Vision 2030 industrial and green mobility.

The launch, it said, marks the brand’s entrance into Kenya’s fast-growing automotive landscape, introducing vehicles that combine luxury, performance, and new technology while at the same time promising to create jobs and boost local assembly. 

Crafted for Kenya’s roads and lifestyles, Jetour’s SUV lineup, it said, looks to blend a rugged performance with refined comfort, redefining what modern Kenyan drivers expect from a vehicle.

“Jetour is more than a car brand — it’s a commitment to progress. It stands for confidence, comfort and connection. As we begin local assembly early next year, we’re creating jobs, building skills, and strengthening Kenya’s automotive ecosystem and thus driving economic growth and sustainability,” said the Executive Managing Director, Global Motors Centre Ltd Ali Zubedi during the launch.

He added, “Our mission is to make world-class SUVs accessible to every household with a Kenyan driver in mind.”

Managing Director Jetour Kenya, Farooq Sheikh said Kenya is ready for vehicles that combine elegance, reliability, and innovation. “Jetour brings a modern mobility experience that matches our local landscape and lifestyle — from rugged terrains to urban commutes.”

 The Industrialisation Secretary for the Ministry of Investment, Trade and Industry, Erastus Gatebe, welcomed the entry of the Chinese vehicle makers in Kenya, saying the government will continue to create an environment for investors to do business.

Clean mobility

 “The plan by these companies to set up a local assemblies operation, aiming to create hundreds of jobs, enhance skills transfer, and support Kenya’s Vision 2030 industrialisation and clean mobility goals is directly aligned with government efforts to promote sustainable transport and local value addition,” said Prof. Gatebe.

 Other Chinese brands already in the market include BYD, Moja EV, Changan and Haval, which entered the Kenyan market in 2023 and 2024, respectively. 

The Chinese brands offer a range of vehicles, from fast-growing SUVs to sedans and pickups and light commercial vehicles. Most are establishing a presence through local partnerships and dealerships. They focus on features like modern technology including artificial intelligence, safety, comfort, zero-mileage, and competitive pricing as their selling point while targeting Kenya’s growing middle class and professionals.

They are also looking into establishing assembly plants in the country in a bid to create jobs for Kenyans.