UK Car Rental Firm Expands into Ethiopia Targeting International Tourists
Green Motion International, a UK car rental company, has partnered with Excellence Car Rental Services Ethiopia to launch an eco-friendly vehicle rental service targeting international visitors. The collaboration aims to leverage local expertise while integrating advanced technology in the sector and reinforcing Ethiopia’s commitment to eco-friendly transportation.
In a significant development for Ethiopia’s car rental sector, a leading UK car rental firm has entered the market through a partnership with an Ethiopian company. Green Motion International, which operates in approximately 80 countries, has signed a franchise agreement with Excellence Car Rental Services Ethiopia, aiming to attract international visitors with a fleet that includes electric and hybrid vehicles. The two companies are set to commence operations immediately following a signing ceremony in Addis Ababa.
Richard Lowden, the CEO of Green Motion, emphasized the potential for growth in Ethiopia, particularly as Addis Ababa becomes an emerging tourist destination. He remarked on the necessity of engaging local partners willing to adopt advanced technology to enhance operational efficiency within the car rental sector.
The franchise agreement, which took two years to finalize, began with initial meetings in Thailand and continued discussions in Britain. Green Motion has already established partnerships with nine firms across Africa, with Morocco being the site of their first franchise operations on the continent. The company will provide the necessary technology and software, while the local partner, Excellence Car Rental, will manage the vehicle supply.
Under this agreement, customers will benefit from a unified portal enabling them to book hotels and rental cars seamlessly. Lowden stated that local franchisees will have the autonomy to set rental prices based on prevailing market conditions. Green Motion’s fleet consists predominantly of low CO2 emission vehicles, although only a small percentage are fully electric.
As the company assesses local infrastructure for electric vehicles (EVs), Lowden noted their commitment to client satisfaction, opting to substitute traditional vehicles if necessary until adequate charging facilities are established. Plans are underway to engage with Ethiopian airport authorities to set up a rental kiosk within the terminal, aligning with global operational standards where travelers can conveniently pick up and return vehicles.
Despite the company’s expansion efforts, Green Motion faced criticism in the past, with some customers alleging unfair damage billing practices. Bizuayehu Tadesse, the General Manager of Excellence Car Rental and CEO of Green Motion Ethiopia, underscored the significance of the partnership in attracting foreign investment and facilitating knowledge exchange between the UK and Ethiopia. Approximately 100 vehicles will be made available through this new rental service.
The Ethiopian government is advocating for a transition to eco-friendly transport solutions, marked by the imposition of increased tariffs on combustion engine vehicles and lowered tariffs for EVs. Nonetheless, there are ongoing concerns regarding the availability of charging infrastructure and the development of a robust national grid.
The collaboration between Green Motion International and Excellence Car Rental represents a strategic effort to modernize the car rental industry in Ethiopia while catering to the anticipated influx of international tourists. This partnership not only focuses on utilizing eco-friendly vehicles but also emphasizes the importance of technological integration and local market adaptability. As Ethiopia advances toward sustainable transportation, the success of this venture could pave the way for further international investments in the country’s evolving infrastructure.
Original Source: shega.co
