Later this year DT Dobie will introduce two new Mercedes models. Photo/FILE
What you need to know:
A growing number of wealthy Kenyans are investing in premium cars. Some are imported while others are bought from local showrooms.
The upsurge in luxury cars in the country is seen as reflecting the growing ranks of Kenya’s wealthy that have had to import their expensive toys in the past.
For years the car in front of you in Kenya was always a Toyota, this has not changed much. The difference today are the sleek Mercedes, BMWs, Chryslers and Range Rovers that have become common to see, weaving their way through traffic.
They haven’t outpaced the Toyotas, yet, but for sure Kenyans are spending more on luxury vehicles.
This year marks a watershed for premium motoring in Kenya with the introduction of high-end cars by auto dealers. The most recent to enter the market is the Jaguar F-Type shipped by auto dealer RMA Kenya. The high-performance luxury car comprises of two-seater coupé and convertibles with a choice of three or five-litre engines.
The dealer says the high-performance cars are targeted at Kenya’s upper middle class and rich households who can comfortably pay the showroom price of between Sh14 million and Sh18 million.
There are only few Kenyan roads on which the high-performance cars may be driven at close to their top speeds but fast-driving is not their only selling point.
“The cars are for people who want a fun driving experience,” said Sanjiv Shah, RMA’s chief executive.
He added the prospective buyers of such models are people who already own several motor vehicles for other daily needs such as a car for taking kids to schools and others for official or business purposes.
Ultimately, the targeted clientele are people seeking luxury and distinction in a market where motoring indulgence has long been associated with traditional brands like BMW, Range Rover, and Mercedes.
The Jaguar is only one of the top-end vehicles either in the market or looking to be launched in the near future as dealers look to meet the growing appetite for luxury vehicles in the Kenyan market.
Though these vehicles do not fit in the luxury cars category they are top of the range in the market with an asking price that only few in the country can spend.
The likes of Ferrari, Maserati, Bentley, Aston Martin, Rolls Royce and Lamborghini are viewed as the ultimate luxury vehicles.
The upsurge in luxury cars in the country is seen as reflecting the growing ranks of Kenya’s wealthy that have had to import their expensive toys in the past.
There are 8,400 Kenyans with a net worth of at least Sh87 million ($1 million), according to research firm New World Wealth.
The rank of Kenya’s rich citizens is expected to rise further in the coming years, helped by economic growth that is set to receive a huge momentum from oil production in the medium term.
One of the most anticipated cars in the market is the Range Rover Vogue Autobiography set to be unveiled by RMA before the end of the year. It is expected to retail at Sh27 million.
The manufacturer, Jaguar Land Rover, has pulled out all the stops to justify the pricing of the latest version of the iconic brand.
The Autobiography has customisable LED mood lighting, a champagne cooler in the centre console, and nearly everything inside is leather-covered. The car can give you a massage in any of the seats even as it crawls over rocks.
The owners of the Porsche dealership in Kenya –Multiple Group-- are yet to launch the luxury brand but sources told BD Life the models will feature sports cars and SUVs. The Porsche Cayenne SUV has become familiar on Kenyan roads, with individuals importing the model from Europe and other markets.
Porsche Centre Nairobi is expected to compete against RMA on the luxury sports car front with diverse models including Cayman, Carrera, and Panamera coupé and convertibles.
Prices of the models were not immediately available, but the dealer is expected to open its showroom in Nairobi’s Sameer Park in the next few weeks.
Those who prefer traditional luxury car brands are also set to sample new models and updates of existing lines from local dealers DT Dobie, RMA and Bavaria Auto Kenya.
Later this year DT Dobie will introduce two new Mercedes models whose details remain sketchy but sources told Business Daily one will be a large expensive saloon while the other will be a more affordable saloon.
The move comes after the dealer’s recent update of its Mercedes E-200, E-250 and E-300 models with automatic transmission and engines ranging from two and 3.5 litres. The cost Sh8.5 million, Sh8.9 million and Sh9.6 million respectively.
Bavaria will later in the year introduce the BMW X4 with an edgy, sporty design. This model for the first time combines the luxury and power of the X model with the aesthetics of a classic coupe, according to the manufacturer.
Targeted at the upwardly mobile buyer, the BMW X4 is expected to retail in Kenya at about Sh13.2 million. Bavaria is also set to introduce the BMW X5 F15, the latest update of its current BMW X5 E70 SUV.
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