Kenyan Auto Market Revs Up as Urysia Expands Portfolio with Jeep and Citroën

Urysia Limited, the long-time exclusive dealer for Peugeot in Kenya, has significantly scaled up its operations, officially launching the globally recognized Jeep and Citroën brands as part of a strategic shift toward becoming a multi-brand powerhouse.

The expansion, unveiled in Nairobi on November 25, 2025, positions Urysia to capture a wider share of Kenya’s evolving automotive market, leveraging the global merger that created Stellantis, one of the world’s leading automotive conglomerates.

Strategic Diversification Amidst Stellantis Alignment

Urysia’s move reflects a strategic alignment with its parent organization, Stellantis (formed by the merger of PSA Groupe and Fiat Chrysler Automobiles/FCA), enabling the local distributor to tap into a wider, more technologically advanced product pipeline.

The company’s showroom will now host models from all three marques: Jeep’s adventure-oriented SUVs (including the Grand Cherokee and Wrangler), Citroën’s efficiency-focused urban vehicles (like the C3 and C5 Aircross), and Peugeot’s established lineup of SUVs and sedans.

 The transition to a multi-brand model is intended to service a broader range of Kenyan consumers, from lifestyle adventurers and corporate fleet operators to small and medium enterprises (SMEs) and ride-hailing platforms.

Urysia Managing Director, Claude Mwende, stated the move is a response to shifting consumer expectations. “Customers today want convenience, reliability, and choice. By bringing together Peugeot, Jeep, and Citroën under one umbrella, we are creating a versatile, customer-centric, and globally competitive dealership experience,” Mr. Mwende said.

Government Commends Market Confidence

The Principal Secretary for Trade, Regina Ombam, attended the launch and emphasized the importance of the investment for Kenya’s economy.

“Urysia’s transition to a multi-brand operation is a clear demonstration of [market] responsiveness and a strong vote of confidence in our market, reinforcing Kenya’s position as a hub for modern mobility solutions,” she commented, noting the alignment with Kenya’s industrialization agenda.

After-Sales Service and Future-Proofing

The portfolio expansion is being supported by a robust enhancement of Urysia’s after-sales capabilities. The company is bolstering its service infrastructure with fully equipped centers in Nairobi, a network of partner workshops nationwide, and mobile service units to minimize vehicle downtime for corporate and private clients.

Furthermore, the new direction places Urysia in a stronger position to support Kenya’s gradual exploration of greener mobility solutions. The introduction of global platforms under Stellantis, including Peugeot’s EV-ready architectures, aligns the local dealer with the future trend toward vehicle electrification and lower emissions.

The move marks the beginning of a long-term growth phase for Urysia, betting on market diversification and enhanced customer experience to drive profitability in the competitive Kenyan automotive sector.