Featured: Be Forward, Kheri Group give local car dealers competitive edge with new auction system

Be Forward, in partnership with Kheri Group Limited, organised a networking and appreciation dinner for car dealers in Kigali, aiming to strengthen business ties and introduce a new direct-access car auction system on July 26. The event brought together long-time partners and new prospects to explore ways of buying vehicles without relying on third-party middlemen. By giving dealers in Rwanda exclusive access to South Korean car auctions, the new system promises faster, more reliable purchases and greater control over inventory. The evening also celebrated top-performing customers and provided a platform to share insights on the evolving automotive market, particularly as demand for hybrid cars shifts. ALSO READ: Carzone garage: Kigali’s premier autocare hub for hybrid, Korean cars Huguette Karitanyi, who leads operations at Kheri Group Limited, emphasised the importance of giving dealers more control over how they source vehicles. She said the new direct auction system from South Korea will help Rwandan dealers avoid frustrating third-party delays and stock limitations. “In the past, many dealers here had to go through intermediaries to buy cars, which sometimes led to delays, or the car being sold locally, before it was even confirmed, but with this new auction access, dealers can bid directly on vehicles, giving them faster access and better control over what they’re buying,” she said. She added that the system enables greater privacy and a competitive advantage in the market. “When dealers rely on public listings, they’re often competing with their customers. This auction model gives them access to cars that aren’t yet online, which makes resale easier since buyers can’t compare prices from the same platforms,” she explained. Karitanyi also highlighted that the event was not just about launching a service, but about building trust and long-term relationships with dealers. “This wasn’t just a launch; it was also about appreciation and connection. We’ve been here for seven years, and that wouldn’t be possible without the trust of our clients,” she said. ALSO READ: Inside surge in hybrid cars in Rwanda’s automotive market Representing Be Forward’s Central Africa team, Yuka Shimizu, underscored the company’s ongoing commitment to building direct relationships with customers and partners in Rwanda. She noted that, while Be Forward is based in Japan, maintaining local engagement is central to the company's operations. “We don’t just want to sell cars online and stay distant. It’s important for us to meet customers face-to-face, hear their feedback, and understand their needs on the ground,” she said. Shimizu explained that her visit to Rwanda was part of a broader effort to strengthen ties in the region. During the week leading up to the event, she visited several local dealers and clearing companies, listening to their experiences with the Be Forward platform. She also introduced new customer-oriented services aimed at improving affordability and long-term engagement. Among them is the Be Forward Points Program, a loyalty system that rewards repeat purchases. “Each point you earn acts as a one-dollar discount. It’s our way of saying thank you to returning customers,” she explained. Shimizu emphasised Be Forward’s 50 per cent upfront payment option, which allows customers to place an order with only half the vehicle cost, giving them time to organise the remaining balance before the car arrives in Dar es Salaam. “We understand the financial pressures people face. This system gives them more breathing room while securing their vehicle,” she said. ALSO READ: Rwanda extends import tax exemption for electric vehicles Olivier Ntihinyurwa, who has been working with Be Forward since 2018, was among the top-performing customers recognised during the event. As a dealer who has witnessed the company's growth and changes over the years, he emphasised the value of such gatherings. “Events like this help us speak openly about what’s working and what isn’t. It’s a space where we can give feedback and also understand how the company is adapting to changes in the market,” he said. Ntihinyurwa appreciated the opportunity to connect directly with Be Forward representatives and other local dealers, noting that such interactions help strengthen business relationships and improve service delivery. “Networking like this allows us to build trust and find ways to improve how we work together,” he added.

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Featured: Be Forward, Kheri Group give local car dealers competitive edge with new auction system