This archive report was first published on 15 October 2019.
As the tourism industry continues to grow in Kenya and the region, RSA Africa has been at the forefront of providing customized tour vehicles to meet the increasing demand. Founded over 30 years ago, the company has been manufacturing and refurbishing 4x4 vehicles for diverse markets, including tour operators, mining operators, government agencies, anti-poaching units, and NGOs.
According to Harveer Bhamra, the company's head of marketing, RSA Africa's customized tour vehicles are designed to provide tourists with a better experience. 'When we were starting over 30 years ago, the main challenge that tourists faced was the persistent lack of minivans that were more comfortable and convenient for them,' Bhamra explained in an interview with Financial Standard on October 15, 2019.
Today, RSA Africa's customized tour vehicles are a benchmark in the industry, with a market share of over 80% in Kenya. The company's employees, who number in the hundreds, are mostly Kenyans in big roles. RSA Africa's customized tour vehicles are designed to meet the specific needs of each customer, with prices ranging from Sh3.5 million to Sh6.7 million, depending on the level of customization.
Despite the high demand, RSA Africa's order book remains full, with the company selling over 200 vehicles in the last year alone. The company plans to expand its production plant in the next year, with a target of doubling the number of traveling land cruisers it works on. The expansion plan, which is set to cost over Sh500 million, is expected to increase the company's market share through diversification of its offering to other sectors, including mining, government, NGOs, and the general market.
However, RSA Africa faces challenges in the form of imitation, with the company having to continuously research and develop new strategies to counter this. Despite this, the company remains committed to providing high-quality customized tour vehicles to the Kenyan market.
