Urysia Limited has announced a major shift in its market strategy with the unveiling of Jeep and Citroën as part of its expanded automotive portfolio in Kenya.
The move positions the distributor—long associated with Peugeot—as a fully fledged multi-brand dealership aimed at serving a wider and more diversified customer base.
The introduction of the two global marques follows the global consolidation under Stellantis, the automotive group formed through the merger of PSA Groupe and Fiat Chrysler Automobiles.
The realignment grants Urysia access to broader vehicle platforms, advanced technologies and stronger manufacturer backing as the Kenyan market leans toward more varied mobility solutions.
Under the new strategy, Urysia will operate a unified dealership offering sales, servicing and parts support for the three brands.
Its facilities in Nairobi, together with a network of partner workshops and mobile service units across the country, are being integrated to handle the expanded demand base. The company will also provide structured financing, leasing options and fleet management services tailored to corporate and SME clients.
Speaking at the launch event, Principal Secretary for Trade Regina Ombam welcomed Urysia’s shift, noting that Kenya’s automotive sector is undergoing a period of change driven by consumer demand for choice, reliability and service efficiency. She said the multi-brand model reflects the market’s direction and reinforces confidence in Kenya as a hub for modern mobility.
Urysia Managing Director Claude Mwende said the dealership’s transition responds to changing buyer expectations, particularly the need for variety and convenience across retail and commercial segments.
He stated that the addition of Jeep and Citroën complements Peugeot’s established presence by offering customers broader options—from adventure-oriented 4×4 vehicles and compact urban models to family SUVs and sedans.
The expanded showroom will feature flagship models including the Jeep Grand Cherokee, Wrangler and Gladiator; Citroën’s C3, C3 Aircross and C5 Aircross; along with Peugeot’s long-standing SUV and sedan lineup.
Industry stakeholders from diplomatic missions, corporate fleet buyers and financial institutions attended the event, which Urysia described as the starting point of a long-term growth plan focused on product diversity, stronger after-sales systems and improved customer experience.
