- The market is currently dominated by Isuzu and Toyota.
- Majority of Kenyans prefer cheaper second-hand cars imported mainly from Japan.
- The new Landtrek enables Peugeot to make a comeback in a pick-up market where it has a strong heritage, including legendary models such as 404 wagon and the 504 pick-up, which won the 1984 African Rally championships.
Peugeot is seeking to grow its sales in Kenya as it moves to introduce a new pick-up truck in the market that has been dominated by Isuzu and Toyota in recent years. The French automaker has launched its latest pick-up truck, the Peugeot Landtrek, in the country.
The vehicle is set to make a bold statement in the one-ton pick-up segment seeing as its built to meet the demands of vibrant pickup markets across the continent.
The Peugeot Landtrek is suitable for both professional and family needs. The vehicle is fitted with the latest generation comfort equipment from the brand’s SUVs and at the same time built for optimal performance on all terrains.
The vehicle was officially unveiled at the French Embassy by the French Minister Delegate for Foreign Trade, Olivier Becht on Wednesday, who stated that the launch of the Peugeot Landtrek in Kenya is a testament to the strong partnership between France and Kenya.
“Introduction of the Peugeot Landtrek into the Kenyan market marks the beginning of a new era for Peugeot in Kenya because for the first time in over 30 years, Peugeot pickups will make a comeback to Kenyan roads,” Becht said.
He said he is confident that the Kenyan people will appreciate the vehicle’s outstanding performance and exceptional design, which make it an ideal partner for any adventure or professional undertaking.
On his part, Urysia Limited Managing Director Claude Mwende noted that the Landtrek is well suited for the Kenyan pick-up market needs.
“We are thrilled to bring the new Peugeot Landtrek to the Kenyan market. We believe that it is an exceptional vehicle that offers the perfect combination of robustness, loading capacity, modern and attractive style, and exceptional adaptability, making it well-suited to the Kenyan market,” Mwende said.
“As Kenya’s official Peugeot distributor, Urysia is committed to providing Peugeot customers with the very best, and the new Peugeot Landtrek is a testament to that commitment.”
Also present at the launch was the French Ambassador to Kenya Arnaud Suquet who expressed his optimism on the positive impact the vehicle will have on the Kenyan automotive industry.
“The Peugeot Landtrek is a phenomenal vehicle tailormade for markets such as Kenya. I am confident the vehicle will offer great value to users in this region,” Suquet said.
The launch of the Peugeot Landtrek comes six years after Urysia and PSA Groupe signed an agreement with the Kenyan government to commence local assembly of Peugeot vehicles.
In the same year (2017), former President Uhuru Kenyatta and President Emmanuel Macron officially launched the Peugeot 3008 SUV – the first passenger vehicle to be locally assembled in Kenya.
At present, Urysia assembles vehicles locally at Kenya Vehicle Manufacturers in Thika.
The new Peugeot Landtrek offers up to three tonnes of towing capacity and a payload that exceeds one tonne, making it one of the most accommodating cargo beds in the segment.
The vehicle is further designed to provide exceptional adaptability, robustness, loading capacity, and modern attractive style, perfectly in line with the Peugeot identity.
Fit for the market
The Peugeot brand worked closely with the best international suppliers from Europe, Japan, and the USA, amongst others, to design this vehicle, ensuring it targets the best standards on the market, management said.
More than two million test kilometers were covered, across all terrains and in all conditions, confirming the robustness and adaptation of the new Peugeot Landtrek to the uses and needs of customers in the Middle East and Africa region.
A complete range of customized accessories for the new Peugeot Landtrek will be available in the Peugeot network, with more than twenty-eight dedicated accessories.
The new Landtrek enables the brand to make a strong comeback in a Pick-up market where it has a strong heritage, including legendary models such as 404 wagon and the 504 pick-up, which won the 1984 African Rally championships.
Present in more than 160 countries with 10,000 points of sale, Peugeot sold nearly 1,200,000 vehicles worldwide in 2020.
In addition to a full range of electrified passenger and commercial vehicles, Peugeot has developed a new concept of Neo Performance. The 508 Peugeot Sport Engineered is the first in this new line of efficient and high-performance vehicles.
Urysia Limited is the sole importer and distributor of Peugeot in Kenya and the East African region.
The brand was introduced into the Kenyan market in 1958 and has remained a household name to date.
Its new pick-up model is expected to make inroads in a competitive market even as new car sales in Kenya dropped by 6.3 per cent in 2022, latest industry data shows, in a market where majority of locals prefer cheaper second hand imports mainly from Japan.
According to the Kenya Motor Industry Association (KMIA), the 15 main dealers in the country sold 13,352 units last year.
This was down from 14,250 units sold in 2021.
Trucks, pick-ups and buses dominated sales recorded amid a strong construction, agriculture and transport sectors which remain key drivers of the economy.
Isuzu dominates the market accounting for 44.7 per cent of total new car sales last year, with 5,968 units sold during the year.
Toyota comes in second after selling 3,084 units.
Other top dealers are Simba Corp (1,379 units), DT Dobie (772 units including 237 Mercedes cars) and Tata closing the top five list with 719 units.
Dealers are hoping for a stronger performance this year despite economic shocks that are threatening to slow down economic growth.