A Mercedes-Benz Actros truck at the DT Dobie showroom on Lusaka Road in Nairobi. FILE PHOTO | NMG
Four years ago, when Toyota Tsusho Corporation (TTC), the
trading arm of Toyota Group, paid $2.65 billion to acquire 97.81 per
cent stake in French firm CFAO, which owns Kenya’s DT Dobie, its fellow
Japanese car maker Nissan walked out of DT Dobie, taking away almost 50
per cent of the business.
The deal had spooked Nissan,
who felt that Toyota was likely to give priority to the sale and
marketing of its vehicles at the expense of competing brands marketed by
CFAO subsidiaries.
Years later, DT Dobie says it has
dusted itself off the setback and bounced back, having gained the
Volkswagen (VW) brand from CMC Motors, which it is now championing
across the region alongside Mercedes, Jeep and Great Wall.
For
the firm, the loss was huge, given that it had held onto the sole
franchise distributorship of Nissan passenger and light commercial
vehicles in Kenya for 50 years.
Started in 1949 by
Colonel David Dobie, a veteran of the Second World War, the firm had
opened its doors with the Mercedes-Benz franchise for East Africa, which
included both passenger and heavy commercial vehicles, a deal it still
has to date.
“It was my lowest moment seeing Nissan walk away,” DT Dobie executive chairman, Zarak Khan said.
“It
was our second baby as a dealership and a brand that we had walked with
and was performing exceptionally well. It was part of our DNA. Nissan
felt uncomfortable despite our reassurances. That was a trying period
for us. However, these were factors beyond our control. Its exit wiped
out 50 per cent of our business.”
Bruising competition
By
the time Nissan was exiting the franchise agreement, it was one of the
brands DT Dobie had relied on to grow its presence in the pick-up market
in the region, where it competed with Isuzu East Africa and Toyota
Kenya.
In the last year with Nissan under its wings,
DT Dobie posted sales worth $97 million and a net income of $4.03
million. It is now left with the Mercedes Benz trucks under its wing on
the heavy duty vehicles segment.
“We also lost
employees who had grown with the Nissan brand and our shareholders came
through to prevent this haemorrhage. We managed to hold onto some of the
talent. In retrospect I want to look at it as a new dawn for our
business because, around the same time, we brought in a new brand —VW —
with which we are making very steady progress,” said Mr Khan, adding
that this has been the highlight of his career with the dealership.
DT
Dobie is now using the VW brand to fight for a larger share of the
regional new vehicle market, pointing to bruising competition in the
coming year as it sets up shop in Rwanda to push for the
Kigali-assembled Passat, Tiguan, Amarok and Teramont, with a first phase
assembly target of 5,000 units.
Mr Khan said that they
have so far sold more than 200 units of its locally-assembled Polo
Vivo, which was launched 18 months ago.
“To us this is
an achievement. We are recruiting more new vehicle drivers for the first
saloon car assembled in the country. Look at the environmental benefits
too. Two hundred new drivers with an emission free vehicle. That is
huge,” said Mr Khan.
VW introduced the Polo Vivo
assembled car in December 2016, retailing at $16,500 and offering a
warranty of three years or 120,000km to its new owners, the Kenyan
price-sensitive middle class.
In Kenya, last year the
Volkswagen franchise got a boost after the government committed to
buying 300 of the Polo Vivo cars annually as they roll out of the
Thika-based assembly firm Kenya Vehicle Manufacturer plant.
Under
CFAO, it is also planning to play a big role in service parts industry,
where it says will be the new frontier in automotive market, which it
say has a high potential market of $2 billion. It already has Denso,
Cool gear and Aissin as its exclusive parts partners.
In
March this year, CFAO and Michelin announced an agreement for the
import and distribution of premium quality tires in Kenya and Uganda.
Under
the deal, the two firms, through a joint venture of 51 per cent by CFAO
and 49 per cent by Michelin, will see the new entity have the exclusive
rights to import into the two regional countries Michelin branded tires
for cars, vans and light trucks. The new deal will also sees the joint
venture firm import heavy goods vehicle, two-wheel, civil engineering
and agricultural tires.
“We want to act as the link
between vehicle manufacturers and the original equipment manufacturer so
that we can provide the market with affordable yet durable parts whose
safety we can guarantee,” said Mr Khan.
Last year CFAO
Automotive, its parent firm sold over 51,000 vehicles on the continent
from its 213 dealerships, bringing in $2.45 billion in revenues.
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