Isuzu Motors launch Isuzu EA after GM buyout

Isuzu Motors Limited has officially launched Isuzu East Africa (Isuzu EA) in Kenya following a 57.7 per cent buyout of General Motor’s majority shares at General Motors East Africa (GMEA) in 2017.

The move by the Japan automaker was aimed at increasing focus on the Isuzu brand that constituted 95 per cent of GMEA sales.

Susumu Hosoi, Chairman of the Board, Isuzu Motors Limited noted that Kenya was an important market with great potential in Africa.

“My hope is to see Isuzu East Africa grow to be an integral location not only for the country but also for the East African region so that it will become a wonderful example for neighboring countries,” he said.

Mr Hosoi added that Isuzu Motors Japan was keen to strengthen aftersales business in Kenya by deepening linkages with Isuzu Motors International, based in Dubai whose service network covers Africa and Middle East.

He expressed optimism on the continued support and cooperation from Isuzu suppliers and dealers in serving customers.

Isuzu EA Managing Director, Rita Kavashe said that it had been an exciting journey for the company since it first announced that Isuzu Motors would acquire majority shareholding in GM East Africa.

“Isuzu East Africa is starting out from a rich brand heritage spanning over 40 years that cuts across several sectors of our economy: from education, transport, PSV Transport, Agriculture, Construction, Health and Security,” said Rita.

She noted that Isuzu had remained successful in the market over the last six years by focusing on their customer needs.

“Thanks to our loyal customers, the Isuzu brand has dominated the commercial segment in Kenya since 2012 with a market share of 51 per cent in 2017. This was achieved in the backdrop of a tough economic period,” Rita explained.

Delivering his official address at the event, the Cabinet Secretary Ministry of Industry, Trade and Cooperatives, Mr Adan Mohamed, commended Isuzu Motors Limited for their commitment to Kenya adding that the Kenyan Government had over the years remained a strong supporter of the local assembly and was keen to see the sector grow.