Toyota Kenya has rebranded to Cooperation for Africa and Overseas (CFAO) Motors Limited Kenya in a move aimed at enhancing multi-brand distribution of cars, motorbikes, and equipment.
CFAO, whose parent company is Toyota Tsusho Corporation (TTC), will be the exclusive dealer of Toyota vehicles in addition to selling Suzuki, Yamaha, and Hino brands.
Arvinder Reel, CFAO Motors Kenya Ltd Managing Director, in a media briefing held on Tuesday, said that the firm will, however, retain its Toyota brand which will be a trading name.
Our core business is Toyota, we are the exclusive distributor, by retaining the Toyota business is that we shall the deal with TTC and we will be the exclusive distributor of Toyota vehicles, nothing changes as far as our offerings is concerned, its purely a rebranding and we will have four brands under our wings,” Arvinder Reel, CFAO Motors Kenya Ltd Managing Director.
Reel noted that the decision to rebrand was informed by the need to create a mobility solution provider through the multi-brand distribution of cars, motorbikes, and equipment with non-specific names.
“When we took in other brands under Toyota, it was difficult to communicate (Suzuki- by Toyota), there was a miscommunication when we dealt with other brands, it is better with non specific brands,” Arvinder Reel.
Under the business, Kenyans can be able to trade in their used vehicles with a new vehicle in order to boost new vehicle sales.
The rebranding, he added, will also enhance its value chain through used cars and trade-in business under the ‘Automark’ brand.
“There is no distributor offering complete value chain, we will offer trade-in for our customers, we are training our staff on how to do valuation and assess used car vehicles,” Arvinder Reel.
He said that CFAO also seeks to seize the opportunity to get the integrated Africa network where it operates.
CFAO which started operations in Africa in 1852 has a turnover revenue of 5.8 billion Euros and specializes in healthcare, mobility, infrastructure, and consumer.