A robust 25 per cent surge in new vehicle sales during the first half of 2025—fuelled by macroeconomic stability and cheaper credit—provided the perfect backdrop for CFAO Mobility Kenya’s latest strategic initiative. On 9th December 2025, the automotive giant officially launched the exclusive Toyota Hilux Owners Club, a sophisticated loyalty programme designed not just to reward existing customers but to cement the Hilux’s iconic status as Kenya’s premier utility and adventure “bakkie.” This move signals a pivot from transactional sales to deep community engagement, aiming for a long-term competitive edge in a fast-growing market.
The core of the initiative is the creation of a dedicated community around one of Toyota’s most enduring and versatile models, which is essential for mobility across Kenya’s rugged terrains. The club provides comprehensive, practical value to owners, offering substantial discounts on genuine Toyota parts and authorised services, complimentary mechanical inspections, and reliable roadside assistance. To ensure widespread adoption, the onboarding process is deliberately straightforward, accessible via a dedicated QR code, the USSD shortcode *519*44#, or a visit to any CFAO Mobility branch. This focus on owner experience is further amplified by incentives for early movers, with the first 300 members receiving a KSh 2,000 fuel voucher and a premium car care kit.
Crucially, the club serves as a platform to drive sustainable vehicle upgrades, aligning with Toyota’s global push for greener technology. CFAO is actively promoting the 2025 Hilux variants, which feature mild hybrid technology that significantly improves fuel efficiency—achieving figures as low as 8.5L/100km for the 2.8L model. By educating members on the environmental and economic benefits of these hybrid powertrains, the club positions the Hilux, including models like the GR Hilux Limited Edition, at the forefront of the industry’s shift toward cleaner motoring without compromising the vehicle’s legendary performance.
This strategic loyalty initiative is set against a vibrant competitive landscape. The first six months of 2025 saw 6,360 new vehicle units sold, marking the fastest growth in four years. While Isuzu East Africa currently dominates the commercial sector with a 48.35 per cent market share, CFAO Mobility Kenya remains a significant force, holding 31.71 per cent of the market and achieving an impressive 23.74 per cent sales increase to 2,017 vehicles in the first half of the year. The club directly strengthens CFAO’s hand by building customer retention around a high-volume model, contrasting sharply with competitors like Simba Corp, whose sales figures lagged during the same period.
CFAO’s credibility in this market is high, with their Q1 sales showing a phenomenal 48 per cent rise. The launch event itself was high-profile, featuring an endorsement from Africa’s fastest man, Ferdinand Omanyala, who received a 2025 Hilux Double Cab, generating considerable visibility and appeal. By combining practical owner benefits with a strategic focus on hybrid technology and powerful brand association, the Hilux Owners Club is more than just a membership; it is a meticulously planned manoeuvre. This marks a profound shift toward community-driven loyalty programmes as the essential new tool for maintaining market share and steering Kenya’s expanding automotive sector into a more sustainable and profitable future.
