Car Marketing in Kenya: Strategies and Trends

The car industry in Kenya is dynamic and ever-evolving, with its fair share of challenges and opportunities.

In this blog post, we will delve into the statistics related to the car industry in Kenya, including vehicle sales figures and car production numbers.

Furthermore, we will explore the best selling car brands in the country and highlight some of the leading car dealerships.

Additionally, we will outline the best car marketing strategies in Kenya that automotive companies can employ to reach their target audience and boost sales.

Car Industry Statistics in Kenya

Before delving into car marketing strategies, it’s crucial to understand the current state of the car industry in Kenya. The statistics below shed light on the trends and performance of the market:

• In March 2023, Kenya’s vehicle market experienced a decline for the 7th consecutive month, reporting 938 new light vehicle registrations, a decrease of 39.5%. The first-quarter figures also saw a decline of 30.0% from the previous year.
• Kenya’s motor vehicle sales growth rate fluctuated over the years, with an average growth rate of 1.9%. The highest growth rate of 58.3% was recorded in Dec 2012, while the lowest rate of -50.5% was noted in Dec 2017. In Dec 2019, Kenya recorded 5,643.0 units of car sales.
• Car production in Kenya witnessed significant fluctuations, with an average of 579.49 units produced from 2003 to 2022. The highest production of 1,483.00 units was achieved in May 2022, while the lowest was 159.00 units.
• The period between 2018 and 2020 saw nearly 33,000 vehicles being sold in Kenya, with light-medium trucks constituting the leading segment.
• Annual vehicle sales in Kenya from 2016 to 2019 were as follows: 2016 – 2,400 (-17.24%), 2017 – 2,124 (-11.50%), 2018 – 2,861 (34.70%), 2019 – 2,307 (-19.36%).

Best Selling Car Brands in Kenya

To effectively target potential buyers, automotive companies must be aware of Kenya’s most popular car brands.

Based on the research data, the following car brands are among the best sellers in the country:

1. Toyota: Undoubtedly, Toyota is the most popular car brand in Kenya, with models such as the Hilux, Land Cruiser V8, Harrier, RAV4, and Vitz being among the best selling cars in the country.
2. Isuzu: Isuzu holds a significant market share in Kenya, with the Isuzu DMAX being a top-selling model.
3. Ford: Ford is another reputable car brand in Kenya, and the Ford Raptor stands as a popular variant.
4. Mercedes: Mercedes has carved its place in the Kenyan market, with the Mercedes Actros truck commanding over 50% of the market share.
5. Honda: Honda’s presence is felt in Kenya, with the Honda Fit being a popular model.
6. Mazda: Mazda has gained traction in Kenya, with the Mazda CX-5 being a top-selling model.
7. Subaru: Subaru enthusiasts are abundant in Kenya, and the Subaru Forester and Impreza are among the best selling models.
8. Volkswagen: Volkswagen has also established itself in Kenya, with the Volkswagen Tiguan Allspace Trendline gaining popularity.

It’s worth noting that most cars on Kenyan roads are foreign used, mainly from Japan or Europe, with Toyota being the most dominant brand[2][6].

Leading Car Dealerships in Kenya

Partnering with leading car dealerships in Kenya can be highly beneficial for automotive companies to market their products effectively.

Below are some of the prominent car dealerships in Kenya:

1. Isuzu Kenya: Isuzu Kenya is a leading car dealer in the country, offering a wide selection of new and used vehicles, including cars, trucks, and SUVs.
2. Gigi Motors: With a rating of 4.5/5 and 158 reviews, Gigi Motors is a top-rated car dealership located in Nairobi.
3. Best Cars for Sale in Kenya: This automotive dealership in Ruiru, Kenya, allows customers to import their desired car directly from Japan or the UK.
4. Toyota Kenya: As one of the oldest car dealerships in the country, Toyota Kenya offers a diverse range of new and used cars, including prestigious brands like Mercedes Benz and Volkswagen.
5. AutoMark Kenya: Formerly known as Toyotsu Auto Mart Kenya Ltd, AutoMark Kenya is a popular used car dealership in Kenya.
6. Maridady Motors: With over 15 years of experience selling new and used cars, Maridady Motors is a trusted car dealer in Kenya.
7. Motorhub Limited: Motorhub Limited specializes in importing and selling new and second-hand motor vehicles.
8. Car Soko LTD: A top-rated car dealership in Nairobi with a rating of 4.5/5 and 140 reviews.
9. Kensville Motors: Kensville Motors offers a wide range of used vehicles to cater to different preferences.
10. Simba Corp: As a new car dealership, Simba Corp provides a range of brands, including Porsche and Mitsubishi.

Best Car Marketing Strategies in Kenya

Now, let’s explore the best car marketing strategies that automotive companies can adopt to target the Kenyan audience and increase their market share effectively:

1. Utilize Print Advertising: Newspapers and magazines remain popular in Kenya, making print advertising a viable option to reach potential car buyers.
2. Leverage the Power of Television Advertising: Television is the most popular medium in Kenya, making TV ads an effective way to reach a vast audience.
3. Tap into Radio Advertising: Given radio’s popularity in Kenya, radio advertising can effectively reach potential car buyers in various regions.
4. Embrace Online Advertising: The internet’s growing popularity in Kenya calls for a strong online presence through digital marketing strategies.
5. Capitalize on Word-of-Mouth Marketing: Word-of-mouth remains influential in Kenya, making satisfied customers powerful advocates for your brand.
6. Personalize Customer Engagement: Tailor marketing messages to the specific needs and preferences of the target audience to foster stronger connections.
7. Implement SMS Marketing: SMS marketing can reach customers directly on their mobile devices, increasing engagement and driving sales.
8. Partner with YouTube Creators: Collaborating with YouTube creators can widen your reach and boost brand awareness.
9. Utilize Referral Marketing: Incentivize existing customers to refer friends and family, fostering growth through word-of-mouth.
10. Host Social Media Giveaway Promotions: Engage the audience with social media giveaways, increasing brand visibility and attracting new customers.
11. Develop Close Relationships with Buyers: Building close relationships with buyers can lead to word-of-mouth referrals and customer retention.
12. Harness the Power of Artificial Intelligence: AI-powered chatbots can enhance the customer experience and provide 24/7 support.
13. Embrace Bing Ads: Consider Bing Ads as a cost-effective alternative to reach your target audience.
14. Offer Gift Vouchers: Entice customers with gift vouchers, encouraging them to visit your dealership and try your products and services.
15. Promote Special Offers on Billboards: Utilize billboards to highlight special offers, capturing the attention of potential buyers.
16. Implement Car Detailing Campaigns: Showcase your products and services through car detailing campaigns, attracting new customers.

Conclusion

Car marketing in Kenya is a fascinating and ever-changing landscape. Understanding the car industry’s statistics, popular brands, and leading dealerships is essential for automotive companies looking to succeed in this dynamic market.

By leveraging the best marketing strategies, businesses can effectively target their audience and increase their market share.

Whether you’re an established car dealership or a new player in the market, the key to success lies in creativity, adaptability, and understanding your customers’ needs.

By incorporating a mix of traditional and digital marketing techniques, automotive companies can leave a lasting impression on potential buyers and build strong customer relationships.

So, let’s rev up those marketing engines and drive toward success in Kenya’s vibrant world of car marketing!