By Jameson Mutua
Urysia Limited has today unveiled two globally recognised automotive brands, Jeep and Citroën, as part of its expanded portfolio in Kenya, marking the company’s transformation into a fully fledged multi-brand dealership.
Long known locally as the home of Peugeot, Urysia will now host all three brands under its expanded portfolio and offer comprehensive after-sales support, including servicing and genuine spare parts for Peugeot, Jeep and Citroën vehicles.
The launch represents a major strategic shift for Urysia, positioning the company to meet Kenya’s evolving mobility needs through a broader product range, stronger customer support systems and access to world-class automotive technologies.
This milestone aligns with the global merger of PSA Groupe and FCA to form Stellantis, one of the world’s leading automotive groups. Through Stellantis, Urysia is now better placed to introduce globally acclaimed brands, advanced technologies and innovative mobility solutions into the region.
Speaking at the launch, Principal Secretary for Trade Regina Ombam praised Urysia for aligning its expansion with Kenya’s industrialisation agenda and responding to rising consumer demand for more diverse mobility options.
“Kenya’s automotive industry is evolving, and the dealers who succeed will be those who respond to the needs of today’s consumer, which includes choice, reliability and service excellence. Urysia’s transition to a multi-brand operation is a clear demonstration of that responsiveness and a strong vote of confidence in our market,” she said.
Under its new structure, Urysia will deliver a wider range of passenger and commercial vehicles, from adventure-ready Jeep models to Citroën’s efficiency-driven urban mobility solutions and Peugeot’s versatile lineup of SUVs and sedans.
Each brand brings distinct strengths to the local market. Jeep stands out as the world’s most iconic lifestyle 4×4 marque. Citroën is celebrated for comfort-led innovation. Peugeot, the world’s oldest car brand, continues to uphold a long-standing reputation for durability and modern performance.
The expansion is supported by a strengthened after-sales network comprising fully equipped service centres in Nairobi, a nationwide network of partner workshops, mobile service units and brand-neutral technical expertise designed to reduce customer downtime.
Urysia Managing Director Claude Mwende said the company’s new direction reflects a deep understanding of shifting consumer expectations.
“Customers today want more than a car. They want convenience, reliability and choice. By bringing together Peugeot, Jeep and Citroën under one umbrella, we are creating a dealership experience that is versatile, customer-centric and globally competitive.
“Our new business strategy allows us to serve every segment, whether it is lifestyle adventurers, family buyers, fleet operators, SMEs or ride-hailing drivers. This is the future of mobility retail in Kenya, and Urysia intends to lead it,” he said.
Mwende added that the dealership will offer flexible financing solutions through financial institutions, tailored leasing packages for corporates and NGOs, structured fleet support services and concierge-style customer care, including vehicle delivery, priority servicing and pick-and-drop options.
With rising demand for SUVs, pickups, lifestyle vehicles and experience-led dealerships, Urysia aims to set a new benchmark in Kenya’s automotive market by introducing next-generation vehicles featuring advanced performance, improved safety, greater efficiency and reduced emissions while remaining accessible to a broad spectrum of buyers.
The company is also positioning itself to support Kenya’s gradual shift toward electrification through Peugeot’s EV-ready platforms and Stellantis’ global innovation pipeline.
“Jeep’s Grand Cherokee, for instance, brings best-in-class performance, safety and comfort in the premium SUV segment. Citroën offers efficient and modern urban mobility solutions. Peugeot continues to deliver versatile SUVs and sedans trusted across Kenya for decades,” Mwende added.
The expanded showroom will showcase the latest models from all three brands, including the Jeep Grand Cherokee, Wrangler and Gladiator, the Citroën C3, C3 Aircross and C5 Aircross, and the renowned Peugeot lineup that has served Kenyan motorists for generations.
The launch was attended by representatives from the US Embassy, the French Embassy, industry stakeholders, financial partners and corporate fleet buyers. Urysia reaffirmed that its new multi-brand direction marks the beginning of a long-term growth phase built on innovation, enhanced customer experience and market diversification.
