The second-hand vehicles accounted for 80% of the imports of the country, with China being the leading exporter of tires in the country. The tire revenues in Kenya is based on the after-sales services and assembling of motor vehicles. The tire market in Kenya is mainly a replacement driven tire market as there is no automobile manufacturing facility in the country. According to MarkNtel Advisors’ research report “Kenya Tire Market Analysis, 2020”, the Kenya Tire market is expected to grow at a considerable CAGR during 2021-26. The major demand is mushrooming due to the rising demands from the consumers for passenger cars and two-wheeler vehicles coupled with snowballing population in Kenya. The passenger car sales in 2019 in the country accounted to be around 7,522 as compared to 6,075 in 2018 according to OICA.
Impact of COVID-19 on Tire Industry
The disruption in the supply chain is has emerged as a negative effect on the economy as in May 2020. Kenya closed its borders for trade for Somalia and Tanzania. In early 2020, the companies halted the shipments of tires from other countries such as India and China due to the burgeoning number of cases in these countries, but the shipments are expected to resume once the lockdown is over and the number of COVID-19 cases decreases in these countries. However, plummeting sales of tires and nosedived demand for two-wheelers in Kenya has negatively impacted the economy.
Online Sales of Tires is Witnessing a Momentous Rise
The sales of tires of online stores are witnessing an accentuated growth owing to the enlarging preference of customers for purchasing tires through online platforms along with emanating penetration of the internet in the country. Online website such as “tyrex” and “Kenya Tires” sells tires of different brands through online medium. Another reason upcoming online sales platforms are encouraging demand for e-commerce in the country. Moreover, Multibrand stores in the country held a larger market share in 2020 and is expected to grow at a significant rate throughout 2026. The multibrand store is widely and readily available in the country to cater to every need of the individuals.
Budget Tires Segment Witnessed Major Growth in 2020
Budget tires in the country held the majority of market share in the country in 2019 as these are most preferred by the population in the country. The major factor for boosting the sales of budget tires is the low purchasing power of individuals in the country coupled with less per capita income. As brands such as MRF, Apollo and Bridgestone offer tires ranging less as compared with other brands. Economy tires are majorly used in the bikes and are deployed in the motorbikes that are of the premium segment or sports bikes. The budget tires segment is projected to grow further throughout 2026 as revealed by the MarkNtel Advisors’ research report “Kenya Tire Market Analysis, 2020”.
“Kenya Tire Market Analysis, 2020” provides comprehensive qualitative and quantitative insights on the industry potential, key factors impacting sales and purchase decisions, hotspots, and opportunities available for Kenya Tire providers across the region. Moreover, the report also encompasses the key strategic imperatives for success for competitors along with strategic factorial indexing measuring competitor's capabilities on 16 parameters. This will help companies in the formulation of Go to Market Strategies and identifying the blue ocean for its offerings.
According to MarkNtel Advisors’, the key players with a considerable market share in the Kenya Tire market include Michelin Kenya Sdn Bhd, Giti Tire Pte. Ltd., MRF, Pirelli & C.S. p.a, Goodyear Tire & Rubber Industries, Sumitomo Rubber Industries, Ltd., Maxxis Tires Kenya, Kumho Tyre, Apollo Tyres Ltd., Bridgestone Middle East & Africa FZE, etc.
Key questions answered in the study: