Urysia unveils Jeep, Citroën in major multi-brand shift

Urysia Limited has stepped into a new chapter, officially adding Jeep and Citroën to its stable in a move that transforms the long-time Peugeot dealer into a fully fledged multi-brand powerhouse.

The unveiling, held in Nairobi, signals a major strategic shift for the company as it aligns itself with Kenya’s fast-evolving automotive landscape and the global consolidation of PSA Groupe and FCA into Stellantis.

With the merger placing multiple global marques under one umbrella, Urysia now becomes the local home of three internationally recognised brands - Peugeot, Jeep and Citroën - complete with after-sales support and manufacturer-approved spare parts.

The company says the expanded portfolio positions it to meet Kenya’s changing mobility demands with a broader range of passenger and commercial vehicles, stronger customer support systems and better access to advanced automotive technologies.

Trade Principal Secretary Regina Ombam, who presided over the launch, lauded the move as both timely and forward-looking.

“Kenya’s automotive industry is evolving, and the dealers who succeed will be those who respond to the needs of today’s consumer - 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, reinforcing Kenya’s position as a hub for modern mobility solutions,” she said.

With Jeep’s adventure-first DNA, Citroën’s comfort-focused engineering, and Peugeot’s heritage of durability and performance, Urysia says each marque brings a unique edge to Kenyan motorists.

Jeep models such as the Grand Cherokee, Wrangler and Gladiator will target lifestyle and premium buyers, while Citroën’s C3, C3 Aircross and C5 Aircross aim at efficiency-minded urban drivers. Peugeot’s familiar SUV and sedan lineup rounds out the offering.

The expansion is anchored by a beefed-up after-sales network, including fully equipped service centres in Nairobi, partner workshops across the country, and mobile service units intended to cut downtime for customers.

Urysia Managing Director Claude Mwende said the multi-brand move is a response to shifting expectations among Kenyan buyers.

“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,” he said.

He added that the new strategy positions the company to serve everyone from adventure enthusiasts and families to SMEs, corporates and ride-hailing drivers.

“Our new business strategy allows us to serve every segment, whether it’s 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 noted.

Mwende highlighted additional offerings such as flexible financing through partner banks, leasing packages for corporates and NGOs, structured fleet support and concierge-style customer care including vehicle delivery, priority servicing and pick-and-drop options.

With SUVs, pickups and lifestyle vehicles in high demand, Urysia says it aims to set a new benchmark in showroom experience while preparing for Kenya’s gradual shift to electrification through EV-ready Peugeot 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; while Peugeot continues to deliver versatile SUVs and sedans trusted across Kenya for decades,” Mwende added.

The launch drew representatives from the US and French embassies, industry stakeholders, financial partners and corporate fleet buyers, underscoring what Urysia calls a long-term growth phase built on innovation, customer experience and market diversification.