On any afternoon, a walk along Nyarutarama, Remera, or Gishushu roads reveals Rwanda’s transforming car market. Behind the glass walls and gleaming tiles of new showrooms, electric sedans, SUVs, and hybrid vehicles are on display – reflecting a growing demand for cleaner, more efficient transportation. ALSO READ: What are the most affordable EV brands on Rwandan market? For years, the market relied on second-hand imports from Dubai, Japan, and China, chosen for affordability rather than technology. Now, new dealerships are introducing advanced vehicles and robust after-sales services, supported by government policies such as tax exemptions and incentives for charging infrastructure. Among the newcomers is EV Auto Mobile, a Chinese-owned dealership that has quickly become a recognisable name in Kigali’s evolving auto sector. ALSO READ: Inside surge in hybrid cars in Rwanda’s automotive market A new generation of vehicles for a new generation of drivers Emma Kasumba, a sales representative at EV Automobile Company, explains that the company aims to introduce Rwandans to alternatives that reduce fuel costs and modernise transportation. “EV Automobile Company offers different brands and styles, including hybrids, plug-in hybrids, and fully electric vehicles,” he says, gesturing to a row of sleek sedans inside the newly opened showroom. “Our flagship models include the BYD Seagull, BYD Song Pro, the Jetour, Changan pickups, KIA EV5, and Toyota BZ4X. The idea is to provide options that help people spend less on fuel while experiencing reliable, modern cars,” he adds. Kasumba emphasises that the company’s mission is both practical and environmental. “If you’ve been spending around Rwf100,000 a month on fuel, a hybrid or electric car can significantly reduce that,” he explains. “These vehicles use electric and fuel systems efficiently, and over time, the savings add up. It’s not just about cost – it’s about transitioning to a cleaner, more sustainable way of driving,” he adds. The company, he says, is part of a larger automotive group with over 20 years of experience. “By sourcing cars directly from our parent company, we provide genuine spare parts, maintain a garage, and support customers throughout the vehicle’s life.” Kasumba points out that local presence makes a major difference. “Sometimes a client buys a car from Dubai or China, and when it arrives, parts are missing or incompatible. Components like battery modules or charging cables may have been removed. When they come to us, we check everything and ensure the vehicle is safe to drive,” he explains. “That’s why we encourage people to buy locally, because dealers here can guide them through the process, provide technical support, and guarantee safety,” Kasumba adds. He notes that Rwanda’s new generation of buyers is more informed. “This is a new era. When we explain how electric cars work and provide demonstrations, people begin to trust the technology.” ALSO READ: Rwanda seeks to encourage use of electric cars Flexible financing and growing trust While electric vehicles are gaining popularity, affordability remains a challenge. Kasumba says EV Auto Mobile has introduced flexible payment options to help more people switch. “We primarily work with Equity Bank, but can also accommodate other financial institutions. Clients with a good banking history can access financing, while others can pay 60 per cent upfront and complete the balance over time,” he explains. For smaller buyers, a booking system allows clients to reserve a car for Rwf500,000 at the promotional price, releasing it once 60 per cent is paid. The dealership also encourages test drives, requiring only a national ID or driving licence, with a sales representative accompanying clients for 15–20 minutes. Kasumba says this flexibility has built confidence in new technology. “Initially, people were skeptical about Chinese vehicles, but they’re realising not all are the same. We bring top-tier brands like BYD and Jetour – the same models sold in Europe and Asia, with warranties of up to five years or 120,000 kilometres.” From skepticism to confidence Kasumba admits perception is one of the industry’s biggest hurdles. “Years ago, people imported cheap, unknown Chinese cars that quickly broke down, leaving a lasting impression. Today, many still assume Chinese cars are low quality. But we import world-class vehicles built for overseas markets, adapted for Africa.” he says. ALSO READ: Chinese motor company mulls car assembling plant in Rwanda He adds that buying through trusted showrooms reduces risk. “Sending money abroad for unseen cars is risky – trims and features often differ. Here, clients see the exact model, get a warranty, and know the support they’ll receive.” The rise of China electric vehicle Rwanda Across town, China Electric Vehicle Rwanda (CEVR), founded by Chinese investors, represents Geely, one of China’s leading automakers. Kevin Mucyo, Sales Director at CEVR, says Rwanda’s expanding economy and supportive government incentives are driving the growing interest in electric vehicles. “Rwanda is a developing country, and people are now gaining the capacity to buy brand-new cars,” he says. “For a long time, second-hand cars dominated the market, but now Rwandans can afford modern vehicles, especially with government support and tax exemptions on electric and hybrid cars.” Mucyo notes that while hybrid vehicles pay some VAT, fully electric cars are tax-exempt. “That policy made EVs more affordable and spurred showroom growth,” he says. “The automotive sector is now seen as a promising area for investment.” Authorised dealerships vs. traders Mucyo distinguishes between sellers. “There are traders who import used cars, those who bring new cars without manufacturer ties, and authorised dealerships like us, officially recognised by the manufacturer,” he explains. For CEVR, the distinction matters. “As Geely’s official dealer, we provide genuine parts, recent-model cars, and factory-backed warranties, eight years or 150,000 kilometres,” he says. “These vehicles are built for overseas markets, with international specifications, multilingual software, and features adapted for tropical conditions,” Mucyo adds. The financing gap Despite strong demand, Mucyo says financing remains a major barrier. “Even though our cars are affordable by regional standards, only about ten percent of Rwandans can buy one without financing,” he explains. “Banks offer vehicle loans, but the process is still slow. In developed markets, deals close in a week; here, it might take two or three months. It’s improving, but faster financing would help the industry grow faster.” Still, he remains optimistic. “Most banks now have vehicle loan products. Salaried clients, in particular, have access; they just need to compare interest rates and apply.” Mucyo also sees youth as the driving force behind the market’s modernisation. “It’s a privilege that our government empowers young people,” he says. “Many showroom owners and staff are under 35. They understand new technology, from 360-degree cameras to self-parking systems, and they communicate it better.” “They’re hungry to learn, ambitious, and uncorrupted by old business habits. That energy is transforming the sector,” Mucyo adds. Beyond the showroom Mucyo says the company’s cars start at about Rwf25 million, targeting professionals and small business owners seeking long-term savings. “For that price, you get a fully electric car that saves on fuel and maintenance. We offer options from compact cars to pickups and taxis, all with factory warranties,” he notes. He adds that misconceptions about Chinese cars are fading. “Fifteen years ago, cheap, unknown models failed. But CEVR works only with top-tier brands like Geely and BYD, recognised globally and even surpassing some competitors in production and technology.” Resilience and experience At RwandaMotors, one of the country’s oldest dealerships, Sales Manager Arsène Bruno Ntirandekura offers a veteran perspective on the fast-changing landscape. “RwandaMotors has been here for 65 years,” he says. “We represent Suzuki from Japan and Changan from China. We sell only brand-new vehicles, including hybrids and electric cars.” Ntirandekura says the growing competition does not intimidate them. “We love competition because it keeps us sharp,” he says. “But there’s a big difference between a trader and an official dealership. Traders import cars and sell them; they don’t provide warranties or service. A dealership like ours represents the manufacturer and supports customers for years.” The company maintains full garage facilities, mechanical experts, and spare parts. “If a client bought a vehicle five or even ten years ago, we still have the parts and expertise to maintain it,” he says. “We don’t just sell, we stay with our customers.” According to Ntirandekura, Rwandans’ preferences are shifting from petrol to hybrid and electric cars. “Some worry that battery replacement is costly, but RwandaMotor already has affordable parts and the expertise to service these vehicles,” he explains. However, he admits used cars still dominate because of price perceptions. “Many people think new cars are out of reach,” he says. “Our task is to show them the long-term value, which is safety, reliability, and after-sales coverage.” ALSO READ: A closer look at Rwandan car market, shifting brand preferences After-sales trust and policy support Ntirandekura adds that RwandaMotors is investing in charging infrastructure. “We’re planning stations in key areas to support our electric and hybrid models,” he says. “It aligns with the government’s e-mobility programme.” He believes Rwanda’s supportive environment for e-mobility is a key advantage. “Tax exemptions and sustainability policies encourage private investment,” he says. “But consumers should be cautious – only buy from dealers who provide warranties and genuine parts.” Manufacturer-backed assurance CFAO Mobility Rwanda, one of the region’s largest automotive players, emphasises that success in this dynamic market depends on more than just sales. According to Jean-Luc Mugabo, the company’s Sales Manager, Original Equipment Manufacturer, (OEM) support and technical expertise are crucial. “We assemble Volkswagen vehicles locally and also sell BYD electric cars,” he explains. “The boom in showrooms reflects growth, but buyers must think long-term about warranties.” Mugabo notes that Volkswagen is currently conducting tests and trials before confirming and approving the sale of electric vehicles in Rwanda. He adds that CFAO works directly with OEMs rather than intermediaries. “Our vehicles come straight from the factory,” he says. “That guarantees genuine parts, full warranties, and continuous technical support.” He cautions that some dealers lack that backing. “A showroom might open today and close in two years,” he warns. “Without OEM authorisation or technical support, they can’t maintain vehicles over time. After four years, when repairs are needed, customers will struggle.” CFAO Rwanda’s approach, he says, is to focus on sustainability. “We provide after-sales service, warranty coverage, and affordable parts. We also help customers with financing through our banking partners,” he adds. ALSO READ: FEATURED: CFAO Motors Rwanda launches the Volkswagen Virtus sedan A changing consumer culture Across all dealerships, one trend stands out: Rwandans are beginning to think long-term about vehicle ownership. “Electric cars are no longer just for the wealthy,” Kasumba says. “We’re seeing young professionals, small business owners, even taxi operators showing interest. People now understand the savings and reliability of these cars.” Government policy has been central to that shift. Since 2022, Rwanda has exempted electric vehicles and related equipment from import taxes, supporting the country’s Vision 2050 goals of sustainability and low-carbon growth. ALSO READ: Electric vehicle dealers welcome Rwanda’s Rwf1.2bn carbon market project Mugabo believes Rwanda’s future is electric. “Volkswagen is already going electric globally, and within two years we expect more EV models assembled locally,” he says. “Charging stations are expanding, and technicians are being trained. It’s an exciting moment for the market.” Still, he offers a cautionary note. “The boom is good for consumers, but it’s also a test. Only dealers with manufacturer backing, strong service structures, and genuine warranties will endure.” The road ahead Despite optimism, particularly around awareness, infrastructure, and financing. “At EV Auto Mobile, the next step is building trust and education,” Kasumba says. “People are ready for new technology; our job is to guide them.” Ntirandekura agrees. “Once people experience the full benefits of brand-new cars – less maintenance, safety, efficiency, they won’t go back,” he says. As Kigali’s skyline reflects the lights of new showrooms, the city’s automotive landscape is evolving. The hum of engines, once dominated by imported petrol cars, is increasingly joined by the quiet whirr of electric motors. Rwanda’s car market is no longer defined by second-hand imports. It is becoming modern, electric, and built on a culture of service, reliability, and sustainability.
