Toyota Kenya has re – branded to Cooperation for Africa and Overseas (CFAO) Motors Limited Kenya in order to improve multi-brand distribution of cars, motorcycles and equipment.
The move is aimed to bolster the car trade-in business as part of its strategy to increase sales of its new vehicles.
Arvinder Reel, CFAO Motors Kenya Ltd Managing Director, during a media briefing held yesterday 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 means that we shall then deal with TTC and we will be the exclusive distributor of Toyota vehicles, nothing changes as far as our offerings are concerned, it’s purely a rebranding and we will have four brands under our wings,” he said.
CFAO Motor Kenya will also introduce new brands in the market, among them used cars and parts. Its line of business will involve the sale of new and pre-owned vehicles, service and maintenance, parts and vehicle assembly.
This will be done through the 33 outlets spread across the country.
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 a 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,” he said.
In 2016, Toyota Tsusho Corporation (TTC), our parent company acquired the Corporation for Africa & Overseas (CFAO) (based in Paris, France) along with all its subsidiaries and networks across Africa.
TTC went further to form an African Division with all operations in Africa reporting to CFAO Paris. CFAO is a key player in the fields of mobility, healthcare, consumer goods, infrastructure, and energy in 39 countries on the African continent.
The rebrand will give CFAO Motors Kenya Limited a solid footing in the evolving mobility value-chains that are becoming more complex and diversified, at both a local and international level.
“We believe this change in name puts us in a better position to offer diversified mobility solutions to all our customers and business partners. Our commitment to you remains, to become the place where customers love to visit, and people love to work,” said Reel.