Budget-friendly, ‘Swahili speaking’ electric cars modelled to capture unique needs of Africa’s market are fast gaining popularity.
Chinese auto dealers are currently dominating South Africa’s vehicle market.
African drivers wary of quality and availability of spare parts for Chinese cars.

‘Umefikia!’ ‘You have arrived! We have all become accustomed to the digital GPS female instructor’s voice. This automated artificial instructor will soon be speaking in Swahili thanks Chinese automobile companies drive to capture the fast growing Africa Electric Vehicle (EV) market.

Africa’s demand for Electric Vehicles (EVs) is growing fast and global automobile dealers are driving to seize this niche market.

The combination of rising fuel prices, rapid urbanisation and tighter emissions standards, all make Africa a viable market for EVs, the only question is, who will dominate this multimillion market?

Analysts project that while the EV market in Africa is comparatively small, however it is growing exponentially and early entrants will shape consumer preferences and command the related supply chains.

As the continent goes green, African governments are already paving the groundwork that supports growth of the EV market.

Already you have countries like Kenya, Tanzania, Rwanda, Morocco and South Africa to mention but a few, introducing EV adoption incentives including setting up the needed recharging infrastructure, reducing import duties, passing tax exemptions and introducing pilot programmes for electric buses and taxis.

For example, in Tanzania, the government described the entry of EV brands into the country as complementary to national climate goals.

“Similar narratives are playing out across the continent, where policymakers see electric mobility as a way to cut fuel imports, reduce pollution and stimulate new industries,” Reuters notes in it’s recent coverage of China’s BYD surpassing US Tesla in EV sales.

With several dealers already on the continent, setting up manufacturing and assembly plants, China is quickly emerging as the dominant player of Africa’s EV demand.

Further still, China is shifting to high gear to capture the African Electric Vehicle (EV) market having recently announced plans to open an automobile manufacturing in South Africa and an assembly facility in Tanzania

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Will China dominate Africa’s multimillion EV market?

Price maybe the key determining factor as China introduces new vehicle brands to the nascent but exponentially growing African EV market.

However, China auto dealers have a deal sweetener packaged for African drivers, a Swahili interface.

In a recent media brief, Khatibu Hussein of Harmony Auto, a Chinese vehicle dealer, said while competitor vehicles are configured with English systems, Harmony has plans to introduce a Swahili vehicle interface, a fact that is bound to attract many African drivers.

Harmony, which currently operates four branches in South Africa, Mozambique, Kenya, and Tanzania says its vehicles are also built with Africa’s terrain in mind.

Such considerations are a plus for the new Chinese entrants who must also overcome consumer skepticism mainly related to the quality of their cars compared to renowned German and Japanese brands.

Then there is also the question of availability of spare parts and ultimately, the resale value of these new brands.

In this regard, Greg Cress from the advisory firm Accenture says Chinese EV brands are counting on price and advanced technology to set them above Africa’s traditional market leaders.

“As long as they remain affordable from an up-front cost perspective, they will be differentiated against legacy brands offering similar specifications,” he told press.

He may very well be right, with a starting price of under $22,500, Harmony is bound to capture Africa’s low budget market.

Having launched it’s Africa operations just three years ago, Harmony already operates some 52 dealerships in South Africa, Namibia, Eswatini and Botswana.

Thanks to the positive reception, the dealer envisions tripling sales in the course of the next 18 months and enter new markets.

“Based on our experience in China, once the market share of new energy vehicles reaches almost 10%, then the demand will start to explode,” Chery’s Liu said.

China’s BYD to dominate Tanzania’s electric cars market?

Alongside Omoda and Jaecoo, China’s BYD is quickly becoming a household name in Tanzania and across Africa for that matter.

Other Chinese brands gaining popularity in Africa include Chery, Geely, JAC Motors, Dongfeng and, BAIC.

Analysts say China EV brands have an economic advantage in Africa, chiefly affordability.

Like their European competition, the Chinese EVs have advanced infotainment systems, and fuel efficiency, but standout with a pricing advantage.

“China’s EVs have proven especially appealing to African consumers, many of whom are seeking cost-effective transportation solutions that do not compromise on quality or technology,” notes sector specialist Aron Wright, Director at Accenture.

Notably, China’s BYD is now the world’s biggest EV seller after surpassing its US rival Tesla in annual sales. While Tesla reported this week that it has suffered a drop in car sales for the second consecutive year, nearly 9% down, BYD sales zoomed an impressive 28% during the same period.

BYD’s increased sales can be traced into its fast growing African market shares. After entrance in Rwanda, Ethiopia and Zambia, BYD has recently opened a mega showroom in Tanzania.

Based in Dar es Salaam, the facility is operated by Harmonious ICAR, that has secured the deal to be the national general agent for BYD.

The showroom covers an impressive 2,000 square meters, and is designed in par to BYD’s international standards.

More than a showroom, the facility integrates sales, display, delivery, and after-sales services.

For starters, the dealership showcases BYD’s flagship model, the Shark6. However, plans are underway to introduce the Dolphin Surf EV and Sealion 5 DMi in the not so distant future.

In his comments, Steve Chang, BYD Auto South Africa’s General Manager, said; “I think South Africa and the rest of Africa have a very big opportunity to leapfrog from ICE into renewable energy cars.”

Meanwhile, analysts say the African market might not be the only end game for Chinese EVs, but a bridge to bypass US tariffs.

“European policymakers are increasingly concerned that Morocco could become a gateway for Chinese products to enter the EU market while avoiding steep tariffs,” a recent Africa EV industry report alleged.

Notably, China is setting up shop in Morocco’s port city of Tangier, where it has acquired a 500 hectare industrial park.

Known as Tanger Tech City, reports numerous Chinese companies are opening factories to produce various vehicle parts including tires, brakes, and battery components that at the end of the day, may find their way into Europe, tariff free!