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Auto dealer introduces Sh18m luxury Jaguar in Kenyan market

The Jaguar F-Type is targeted at Kenya’s upper middle class and rich households that typically own several cars.

The Jaguar F-Type is targeted at Kenya’s upper middle class and rich households that typically own several cars.

The local reseller of Jaguar cars has introduced a luxury two-seater model that retails for up to Sh18 million, targeting rich motor enthusiasts.

RMA Kenya, which holds the exclusive resale franchise for Jaguar and Land Rover vehicles, unveiled the Jaguar F-Type convertible on Wednesday.

Three models of the car priced between Sh14 million and Sh18 million will be available in its Westlands show room.

“The Jaguar F-Type is targeted at Kenya’s upper middle class and rich households that typically own several cars,” said Sanjiv Shah, RMA’s chief executive. “These models will meet the needs of people seeking a fun driving experience,” he added.

RMA says it will later in the year introduce three coupe (non-convertible) models of the Jaguar F-Type, which will compete against Porsche sports cars set to be launched in Kenya.

The Jaguar models will expand RMA’s presence in the luxury car market currently dominated by DT Dobie— the Mercedes dealer — and Simba Corporation that sells BMW cars.

RMA also sells Land Rover and Range Rover models, having wrestled the dealership from CMC Holdings last year.

The dealers are competing on brand reputation, price and customer service in a market where annual luxury car sales have dropped to about 100 units after the government reduced its purchases of the high-end models.

Simba Corporation is set to introduce the BMW X4 sports utility vehicle (SUV) model later this year at a price of €110,000 (Sh13.2 million). The dealer also plans to introduce BMW X5 F15, the latest update of its current BMW X5 E70 SUV.

Market leader DT Dobie, which also sells the Jeep Grand Cherokee, had a market share of 50 per cent in the first five months of last year.

Simba Corporation’s market share stood at 25 per cent in the same period tying with CMC Holdings. Porsche, whichhas established a showroom at the Sameer Business Park on Mombasa Road, is expected to launch operations in July.

Business daily

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