The automobiles market in Kenya has for decades been characterized by Toyota, which is regarded as one of the most reliable, cheap and easy to maintain brands. But recent events indicate that Kenyan buyers are now turning to Mazda, a development that has sparked some uncertainty on the new shifts in the Kenyan car market. So, why the shift?
Increased cost of Toyota vehicles: In the past few years, Toyota models including Toyota Vitz, Corolla, and RAV4 among others have become costly because of demand and the global effect on supply. This has also seen the cost of importing Toyota parts rise which in turn has raised the general cost of maintaining and repairing the vehicles. Mazda is a good contender for Ford, offering similar quality at lower price, which attracts buyers on the budget.
Enhanced Mazda reliability and resale value: Earlier, Mazda was never considered a serious rival to Toyota in terms of sturdiness and reliability. However, over the recent past, Mazda has worked hard to address quality and reliability issues of its products. For example, Mazda Demio, CX-5, and Axela are remarked for enhanced engine efficiency, durability, and look that serves younger and elderly Kenyan drivers equally. Further, the value of Mazda cars in the market has appreciated, and this has made it easier for the buyer to make long term gains.
Fuel economy and maintenance: Mazda cars are proving popular due to SkyActiv technology, which has been introduced to improve fuel efficiency and engine power. In a market where fuel prices are always on the high side, a vehicle with a good fuel consumption feature will be appealing. Mazda cars also do not require complex maintenance, which is an attribute that attracts more and more city residents who are concerned with cars that rarely require major overhauls.
Stylish design and modern features: The nice looking cars have also worked their way into many Kenyan buyers who are now more inclined to the looks and design of the car they intend to buy. Mazda has a design concept name known as “Kodo” which focuses more on a sleek and sporty design which young people find exciting. Some cars like Mazda CX-5 have been praised for it coming with the features that are common with luxury brands including interior enhancement, enhanced infotainment and safety solutions at an affordable price.
Brand perception and market shift: Toyota has had a long-standing brand image for its long-lasting products in the Kenyan market mainly because of the availability of spare parts, and service providers. While the initial hype about Mazda’s betterment is creating more and more awareness, Mazda is slowly and steadily being perceived as a reliable, stylish and an economical automobile brand. Social media and word of mouth has helped to change this perception where those who own Mazda’s share their good experience with the brand to prospective customers.
Middle class population and shift in consumers’ preferences: The move towards Mazda is informed by increased middle class in Kenya especially the youthful, technologically inclined persons. The new car buyer in Kenya is not only in a search for functionality, they want cars that represent their lifestyle, technology, performance and design. With better engineering and design, Mazda targets this segment, which Toyota has not effectively pursued in the past few years.
Mazda dealers expanding market presence: Mazda dealers and service stations have increased and are much more visible in Kenya to enable people to easily acquire, maintain and service their Mazda cars. New dealerships are making parts and after-sales services more easily available which was one of the earlier drawbacks of owning a car from this make in Kenya. This expansion has helped to create confidence amongst potential customers who may otherwise be concerned about repair and service of Mazda cars.
In conclusion, Mazda has made the much-needed improvements in aspects such as fuel efficiency, reliability, and design to become a major player. If Toyota is to maintain its superiority, it may be forced to respond to the new trends of affordability, latest models, and technology evident in the Kenyan market.
