Ratio Magazine :: The Inside Track to East Africa’s Economies - Kenya: Press Releases: General Motors Sales up Almost 40% in Sub-Saharan Africa

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Kenya: Press Releases: General Motors Sales up Almost 40% in Sub-Saharan Africa

Wednesday, 15 June 2011

14 May 2011 ---Sales of vehicles produced and distributed by General Motors in Sub-Saharan Africa went up almost 40% in the first five months of 2011 compared to the same period in 2010.

“We are making great progress and are on track to realize our plans to grow volume significantly in Sub-Saharan Africa,” said Edgar Lourencon, President and Managing Director of GM Sub-Saharan Africa. “Overall volumes have grown by 38.6% during the first five months of the year versus the same period last year. The most impressive growth is taking place in South Africa, Angola, Zimbabwe and Mozambique.”

GM’s overall market share in South Africa, including both passenger cars and light commercial vehicles, has risen 2.2% year to date versus 2010. Chevrolet in particular has been experiencing tremendous growth, with its share of the passenger car market rising to 7.2% in the first five months of 2011 from 4.3% during the same period in 2010.

The growth is being driven by the outstanding performance of several key passenger cars including the Chevrolet Aveo, Spark and Cruze, and the very solid performance in the light commercial vehicle segment from the Chevrolet Corsa Utility and Isuzu KB pick-up range.

During the first five months of this year, GM sales in markets in South East Africa, Zambia, Malawi, Zimbabwe, Mozambique and Mauritius increased by 65%, with Mozambique showing the highest percentage of growth. The Isuzu KB has been the company’s top-selling vehicle in these markets, followed by the Chevrolet Corsa Utility.

According to Lourencon, GM has implemented an aggressive plan to continue strengthening sales volumes in Sub-Saharan Africa. “This is geared at ensuring that we offer excellent products which will continue to drive our volumes up, particularly in the markets where there is higher potential such as Angola, Nigeria, Zimbabwe, Kenya, Ghana and Senegal.”

Earlier this year the company announced that it had re-organized its operations in Africa to support its aggressive growth plans for the continent. South Africa is the headquarters for the Sub-Saharan Africa region, which covers 41 markets and includes assembly facilities in South Africa and Kenya.

“The integration of our operations has provided us with opportunities to leverage our product portfolio so that we can grow our business in key markets in Sub-Saharan Africa,” emphasized Lourencon. “Between 2011 and 2012 we will be launching over 10 new products into this region.”

He added, “We started in South Africa with the launch of the new Chevrolet Captiva last month. Market response has been very positive and we have no doubt that as a result of this great new product we will strengthen our presence in the SUV segment."

Next month the Chevrolet Orlando will be launched into the South African market, complementing the company’s already comprehensive range of Chevrolet vehicles in the country. The new Chevrolet Captiva and Orlando will also soon be available in Mozambique, Zimbabwe, Zambia, Mauritius and Malawi.

GM South Africa is currently investing R1 billion as it ramps up to prepare for three new vehicle assembly programmes: the Chevrolet Spark, next- generation Chevrolet Utility and Isuzu KB.

“When our next-generation Isuzu product is launched into the market, it will be available in both left- and right-hand drive, providing us with the opportunity to sell this product in more markets in Sub-Saharan Africa,” said Lourencon. “This will be the first time in our history that we will be building Isuzu products in South Africa for left-hand drive markets.”

The company is making solid progress in East Africa as well, where it is investing in its Isuzu bus and light commercial vehicle assembly plant in Kenya. The upgrades will take place over the next two years and will primarily be geared at building buses in accordance with the recently implemented legislation which encourages the use of higher-occupancy buses. In addition, GM has begun implementing measures to improve its manufacturing processes and expand Chevrolet’s presence in the market. It captured 24% of the market in Kenya last year, moving GM East Africa into the leadership position.

GM’s aggressive focus on Sub-Saharan Africa is in line with its objective to grow in the world’s emerging markets. “These are the countries where we expect to see solid growth in vehicle demand taking place over the coming years and where we want to have a strong position with great products and superior service,” said Lourencon.

He added that Sub-Saharan Africa, with a population of around 800m and a growing middle class, represents a great opportunity for General Motors to increase its vehicle sales. The company’s top-selling products in Sub-Saharan Africa include the Isuzu KB, Chevrolet Corsa Utility, Chevrolet Aveo, Chevrolet Cruze, Chevrolet Spark and Chevrolet Captiva.

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