Urysia Limited, the long-standing Kenyan dealer for French automaker Peugeot, has expanded its footprint in the country’s automotive market by unveiling Jeep and Citroën brands. The move formally transitions the distributor into a multi brand dealership and signals an aggressive push to tap into growing demand for diverse vehicle offerings in East Africa.
The launch, held in Nairobi, brings three globally recognised marques under one roof. Industry analysts say the shift positions Urysia to compete more directly with other multi brand players as motor dealers respond to changing consumer preferences and a tightening economic environment that has forced brands to rethink how they deliver value.
During the unveiling, Principal Secretary for Trade Regina Ombam applauded Urysia for strengthening the local automotive ecosystem. She noted that the expansion aligns with Kenya’s ambition to develop a regional automotive hub supported by local assembly, parts manufacturing, and improved market competitiveness.
According to PS Ombam, Kenya’s industrial reforms will only succeed if consumers are given access to brands that demonstrate value, reliability, and affordability. She added that the entry of additional international brands widens choice for motorists and supports the country’s long term industrialisation agenda, particularly as the government continues to encourage investment in local assembly.
Urysia Managing Director Claude Mwende said the company’s transition is driven by changing market expectations. Mwende highlighted that buyers today prioritise convenience, reliable service networks, and the ability to compare options within a single dealership environment.
He explained that by bringing Peugeot, Jeep, and Citroën together, Urysia can serve a wider segment of customers ranging from individual buyers seeking fuel efficient compact cars to families looking for larger SUVs and businesses requiring utility vehicles. The company expects the expanded portfolio to strengthen its competitiveness in both private and commercial segments.
The addition of Jeep introduces a strong off road and adventure focused brand to Urysia’s lineup, which may appeal to Kenya’s growing tourism and outdoor lifestyle market. Citroën, known for its comfort oriented passenger vehicles and emerging electric mobility options, could attract urban buyers seeking alternative price points and design choices.
Mwende said the multi brand model will allow Urysia to streamline operations, improve customer experience, and expand after sales services. The company is expected to roll out additional service points and product support as it integrates the two new marques into its national network.
Industry observers note that Kenya’s new vehicle market has faced supply chain challenges and weakened consumer purchasing power, but the shift to multi brand dealerships has become a popular strategy for distributors aiming to diversify revenue streams and increase foot traffic. The trend also aligns with global consolidation patterns in the automotive sector, where dealerships enhance profitability by hosting multiple brands in a single facility.
Urysia’s announcement comes at a time when the government is intensifying efforts to modernise the automotive value chain. Latest policy discussions have focused on incentivising local assembly, increasing component manufacturing, and regulating used vehicle imports to protect local industry.
By expanding its brand offering, Urysia is positioning itself to take advantage of expected growth in the market while contributing to government plans for a more robust local assembly ecosystem. The company indicated that it will continue engaging the Ministry of Trade and other stakeholders to explore future assembly opportunities as the market evolves.
The unveiling of Jeep and Citroën marks one of the most significant expansions in Kenya’s dealership landscape this year and underscores Urysia’s ambition to remain a key player in the country’s automotive sector.
