By Michelle Ndaga
Chinese carmakers are mounting a serious challenge to established Japanese and European brands in Kenya, rolling out competitively priced SUVs and confirming major investments in local vehicle assembly.
Chery, distributed locally by Caetano Kenya, has launched three new models, the Tiggo 4 Pro, Tiggo 7 Pro and flagship Tiggo 8 Pro Max, with prices starting at KSh3.9 million.
The range targets middle-class buyers seeking advanced driver-assistance systems, panoramic sunroofs and premium interiors at a discount to traditional rivals.
The boldest move comes from Global Motors Centre, which announced a KSh1.4 billion plant in Mombasa to assemble Jetour vehicles, a Chery sub-brand, from the first quarter of 2026. Locally built units will qualify for substantial tax breaks, allowing prices up to 30 percent lower than fully imported equivalents.
Other Chinese marques are following suit. BYD has opened new dealerships in Nairobi and Mombasa, Geely is expanding its network, and Great Wall Motor’s Haval brand is promising its own assembly line within two years.
Industry analysts say the influx could transform Kenya’s automotive market. Local production should create hundreds of direct jobs, bolster downstream industries and support government industrialisation goals. More immediately, it threatens to erode the dominance of Toyota, Nissan and Volkswagen, which together account for over 70 percent of new vehicle sales.
Yet challenges remain. Buyers still cite concerns over long-term reliability, spare-parts availability and resale values compared with Japanese brands. Chinese firms are responding with extended warranties, rapid service-centre expansion and aggressive financing deals.
With annual new-vehicle sales now topping 90,000 and the used-import market cooling, the timing looks perfect. If quality perceptions shift, Kenya may be witnessing the beginning of a genuine changing of the guard on its roads.
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