Urysia Expands Kenya’s Automotive Lineup with Addition of Jeep and Citroen

Posted on : Wednesday , 3rd December 2025

Kenya’s automotive sector is continuing to draw interest from global vehicle manufacturers, with the latest arrivals — Jeep and Citroen — reflecting increased trust in the country as a regional mobility hub.

The two brands were officially introduced in Nairobi under Urysia Limited, in a move that shows the rising competition among dealers to grab a shifting client base.

Trade PS Regina Ombam said the entry of more global players is reshaping the local industry and reinforcing Kenya’s position as a gateway for regional automotive investment.

The entry of the new marques adds to a trend seen over the previous three years, with foreign manufacturers extending Kenyan operations or re-entering the market as demand climbs for SUVs, trucks and modern urban transportation vehicles.

She stated at the launch, "Kenya's automotive industry is evolving, and dealers who respond to today's consumer—choice, reliability, and service excellence—will be those who succeed."  

"Our market and our industrialization agenda are strongly supported by the increasing presence of global brands."

Urysia is the most recent dealership to implement a multi-brand strategy, with Jeep and Citroen joining Peugeot in its enlarged lineup.

Urysia managing director Claude Mwende said the transition reflected the general direction the business is headed, with dealers increasingly expected to serve numerous client segments under one roof.

“Kenyan consumers are changing, and we intend to lead that change,” he stated.

The Jeep Grand Cherokee, Wrangler, Citroen's efficiency-focused C3 and C5 Aircross models, and Peugeot's iconic SUV and sedan lineup will all be available at the enlarged showroom. In the face of economic tightness, dealers believe that these categories are the most resilient.

Industry insiders say this amount of investment implies long-term commitment from multinational automakers and their local partners, especially as Kenya begins laying the infrastructure for electric transportation. Stellantis, the multinational corporation behind Jeep, Citroen and Peugeot, has showed interest in supporting EV-ready platforms in African markets.