Remember Mobius Motors?
The Kenyan car-maker that was close to shutting down in August 2024 is gearing up to ply the roads again.
ICYMI: After raising a total $38.5 million in funding, Mobius struggled to sell enough cars to keep up with high operating costs. By 2020, the company was already deep in debt, and four years later, the company was on the brink of collapse.
In March 2025, Silver Box, a Middle East investment firm, bought Mobius, saving it from liquidation. Now, the car-maker is relaunching with its rugged Mobius 3 SUV.
Assembly is expected to resume within six months. But the big question is whether Mobius can finally break into a local market that remains dominated by second-hand imports. In 2023, 85% of all car imports and sales were used cars, signalling Kenyans’ preference for second-hand cars.
Our theory is that with Silver Box’s backing, Mobius could consider exporting its cars to create opportunity for lacking demand. With roots in the Middle East, Silver Box could steer Mobius toward exporting to that region. If the cars prove their mettle, the Gulf could offer a new growth path for the car company.
But if Mobius chooses to stay focused on Kenya, success will depend on how well it meets the needs of local drivers and whether it can rebuild belief in Kenyan-made vehicles.
The company says its immediate priority is to provide after-sales support, including parts, repairs and customer care. That is a crucial move, as many Mobius owners were left without support when operations ceased last year.
Mobius maintained supplier relationships in China, meaning it can continue assembling completely-knocked-down (CKD) vehicles locally from imported parts, keeping unit cost competitive.
Still, re-establishing trust and market share will not be easy. The company must win over cost-conscious buyers and compete with entrenched foreign brands. We’re not trying to teach an old dog new tricks but cheaper pricing, durability and strong customer service will all be essential to Mobius staying alive in its second go-around.
