Car dealer targets youth to grow its market share

Double M's Mary Mwangi with General Motors MD Rita Kavashe during an Isuzu ride to town from Buruburu. This was after the launch of the 'Tuko ndani na Isuzu' campaign.

General Motors East Africa (GMEA) has embarked on a nationwide campaign to enhance the capacity of the youth involved in the public service vehicles (PSV) sector to better serve passengers while reinforcing the firm’s commitment to complying with the government’s anticipated shift to higher occupancy vehicles.

 

The Tuko Ndani’ na Isuzu initiative is also designed to sensitize existing and potential players in the matatu sector on investment opportunities in the growing PSV segment while advocating for decongestion of busy cities in the country.

Rita Kavashe, Managing Director, General Motors EA. said her firm is working in line with the government’s effort of decongestion through the expected phase out of 14-seater matatus and the road expansion plans in place.

“GMEA is working closely with the concerned ministries and agencies to educate the stakeholders on adoption of higher capacity Isuzu buses designed to increase comfort for the end user and at the same time reinforce interest in the sector among our youth.” Said Ms. Kavashe.

The region’s auto sector is undergoing tremendous growth and GMEA has been instrumental in leading Sacco formation to increase business interest and ultimately create job opportunities for a growing population of young people in the country.

Through partnerships with the ministries, GMEA has been spearheading public-private partnerships on the formation of SACCOs in Kenya.

Ms Kavashe said it was critical to engage the youth on the opportunities in the sector that is quickly taking the shape of a more efficient industry, complete with incorporation of technology to drive efficiency.

GMEA has played a significant role in the push for higher capacity buses since 2005.
The company is engaging structured youth groups through what it refers to as demo Isuzu buses for a period of six months to guide them in business operations. This is expected to equip them with the requisite knowledge enabling them grow their business into the future.

“Financing has been a challenge for the upcoming youth groups. We are addressing this through provision of an Isuzu demo program for a period of six months for potential investors and in addition through the support of the Matatu Associations, provide mentorship for these new young players.” said Geoffrey Mulandi, GMEA General Manager, Sales and Marketing.