Urysia Enhances Kenyan Automotive Offering with the Introduction of Jeep and Citroën Brands
Trade relations between Kenya and France have continued to grow stronger over the years with France increasingly showing more confidence in Kenya and recognizing the vibrant energy and talent in Kenyans and the country’s vision. By 2014, only 40 French firms were operating in Kenya but by 2025, the figure had increased to 120 firms with the French government also being keenly involved in the annual French Week in Kenya and ongoing plans for hosting of the forthcoming first (in Africa) Africa-France Summit in May 2026.
French Ambassador to Kenya, H E Arnaud Suquet was represented by Mr Obed Kiarie on Nov 25th, 2025 at the Urysia Limited’s showroom and main office when the company officially unveiled two leading globally recognized automotive brands – Jeep and Citroen as part of its expanded portfolio in Kenya, ushering the company into a new era of a fully–fledged multi-brand dealership.
Ms Carla Benini, the USA Embassy in Kenya Deputy Head of Mission was also at the event given that Jeep is a US product & brand. She acknowledged and commended Kenyan’s entrepreneurial spirit and vibe and also appreciated the brand’s innovative mobility strength. She also appreciated the fact that more jobs will be created and skills enhanced courtesy of the return of the Jeep Brand to the country. “This unveiling signals even new enhanced trade relations and more confidence in the Kenyan motor industry. It’s a good sign of growing demand for premium brands in the country. I’m keen to see the Jeep brand and Kenya-US trade relations thriving,”Ms Benini asserted.
Remarkably, Peugeot has been renowned for over 50 years in Kenya and traditionally as a powerful brand. And since 2007 Urysia Limited has locally been known as the home of Peugeot but will now host the three brands (Peugeot, Jeep, and Citroen) in its expanded portfolio of automotive brands as well as provide after sales service and original manufacturer spare parts for the same.
The launch marks a transformational shift in Urysia’s strategic direction, positioning the company to meet the country’s evolving mobility needs through a wider product range, stronger customer support systems and enhanced access to world-class automotive technologies.
With this strategic expansion, Urysia will now offer a wider range of passenger and commercial vehicles that meet the evolving mobility needs of the Kenyan market. This milestone is aligned with the global merger of PSA Groupe and FCA, which formed Stellantis — one of the world’s leading automotive groups. Through Stellantis, Urysia is well positioned to introduce globally acclaimed brands, advanced technologies, and innovative mobility solutions to the region.
At the launch, Principal Secretary for Trade, Regina Ombam represented the Kenya government and commended Urysia for aligning its growth with Kenya’s industrialization agenda and responding to growing consumer demand for diverse mobility options.
“Kenya’s automotive industry is evolving, and the dealers who will succeed will be those who respond to the needs of today’s consumer — choice, reliability and service excellence. Urysia’s transition to a multi-brand operation is a clear demonstration of that responsiveness and a strong vote of confidence in our market, reinforcing Kenya’s position as a hub for modern mobility solutions,” affirmed Ombam.
Through this realignment, Urysia is now positioned to deliver a wider selection of passenger and commercial vehicles, from adventure-oriented Jeep models to Citroën’s efficiency-driven urban mobility solutions and Peugeot’s versatile SUV and Sedan lineup.
Each of the three globally respected marques bring a distinctive strength to the Kenyan market: Jeep, the world’s most iconic adventure and lifestyle 4×4 brand; Citroën, recognized for its innovative, comfort-led engineering; and Peugeot, the oldest car brand in the world with a heritage of durability and modern performance.
This expansion is also underpinned by Urysia’s strengthened after-sales offering, which includes fully equipped service centers in Nairobi, a nationwide network of partner workshops, mobile service units and brand-neutral technical expertise designed to minimize customer downtime.
Mr Mwende, Urysia MD, explained that the company’s new direction reflects a deep understanding of shifting consumer expectations in Kenya. “Customers today want more than a car — they want convenience, reliability and choice. By bringing together Peugeot, Jeep and Citroën under one umbrella, we are creating a dealership experience that is versatile, customer-centric and globally competitive.
“Our new business strategy allows us to serve every segment, whether it’s lifestyle adventurers, family buyers, fleet operators, SMEs or ride-hailing drivers. This is the future of mobility retail in Kenya, and Urysia intends to lead it,” he noted.
Mr. Mwende added that the dealership will also offer flexible financing solutions through financial institutions, tailored leasing packages for corporates and NGOs, structured fleet support services, and concierge-style customer care including vehicle delivery, priority servicing and pick-and-drop services.
With growing demand for SUVs, pickups and lifestyle vehicles, and renewed interest in structured, experience-led dealerships, Urysia will set a new benchmark for the local automotive market by introducing a new generation of vehicles that combine advanced performance, enhanced safety technologies, improved efficiency and lower emissions — while remaining accessible to a broad range of buyers.
It also places the company in a strong position to support Kenya’s gradual shift towards vehicles electrification through Peugeot’s EV-ready platforms and Stellantis’ global innovation pipeline.
“Jeep’s Grand Cherokee, for instance, brings best-in-class performance, safety and comfort in the premium SUV segment; Citroën offers efficient and modern urban mobility solutions; while Peugeot continues to deliver versatile SUVs and sedans trusted across Kenya for decades,” added Mr. Mwende.
Latest models: The expanded showroom will host the latest models from all three brands, including the Jeep Grand Cherokee, Wrangler and Gladiator, the Citroën C3, C3 Aircross and C5 Aircross, alongside the continuous Peugeot lineup that has served Kenyans for decades; this also signaling the beginning of a long-term growth phase built on innovation, customer experience and market diversification
The launch ceremony was attended by several representatives from the US Embassy, the French Embassy, automotive industry stakeholders, financial partners and corporate fleet buyers. Urysia affirmed that the new multi-brand direction is the beginning of a long-term growth phase built on innovation, customer experience and market diversification.
FYI: Urysia Limited is a leading automotive distributor in Kenya and the official home of Peugeot, Jeep and Citroën. Established as Peugeot’s authorized importer and distributor in 2007, Urysia has grown into a multi-brand dealership offering a diverse range of passenger and commercial vehicles tailored to the needs of Kenya’s evolving mobility landscape. Peugeot has enjoyed a strong presence in Kenya since the 1950s, establishing itself as a trusted and respected brand across multiple customer segments. The company supports an active group of more than 3,000 Peugeot vehicles nationwide through fully equipped service centers in Nairobi and an expanding network of partner workshops across Kenya.{Ends}
