Chinese vehicle manufacturer Jetour has entered the Kenyan market with four SUV models and says it will start assembling vehicles locally.
The move comes as the government seeks to increase domestic vehicle production and reduce its reliance on used imports. The company is also tapping into Kenya’s rising middle-income car market, where buyers look for affordability, durability and accessible financing.
The launch introduced the T2, Dashing, X70 Plus and T1 in Nairobi. The models target different buyer groups, from family users to new urban drivers and off-road owners. Jetour positions the range as practical for mixed road conditions common across the country.
Jetour says local assembly is part of its plan, but has not stated where the facility will be located, how many jobs will be created, when production will start, or how many units it expects to produce in the first phase.
Most new brands entering the Kenyan market begin assembly through contract partners such as Kenya Vehicle Manufacturers in Thika or Associated Vehicle Assemblers in Mombasa. These arrangements often start with semi knock-down kits and add more local value over time.
To build share, Jetour will likely need to price below Japanese rivals. The bigger barrier is the cost of credit, with interest rates on car loans often above 18%. Buyers may look for structured payment plans, asset financing partnerships or trade-in schemes. Without these, new car sales remain slow, while used imports continue to dominate, accounting for more than 85 percent of the market.
Many Kenyan buyers favour brands with clear service networks and predictable resale value. Jetour will need to show durability on rural and peri-urban roads to build trust with early adopters.
The launch sets the stage, but execution will decide the outcome.
