UK Car Rental Firm Expands into Ethiopia, Focuses on Eco-Friendly Vehicles

Green Motion International, a UK car rental firm, has partnered with Excellence Car Rental Services to launch a vehicle rental service in Ethiopia. This business will focus on electric and low-emission cars targeting international tourists. The initiative aims to leverage local technology and promote sustainability, aligning with the Ethiopian government’s commitment to eco-friendly transport.

A prominent car rental firm from the United Kingdom, Green Motion International, has partnered with Excellence Car Rental Services Ethiopia to introduce an electric, hybrid, and low-CO2-emission vehicle rental service in Ethiopia. The franchise agreement, finalized recently, aims to cater to international visitors in Addis Ababa, a city recognized for its burgeoning tourism industry. The ceremony took place at the Skylight Hotel, attended by senior executives from both companies who affirmed plans to commence operations without delay.

Richard Lowden, CEO of Green Motion International, emphasized the significant growth potential of Addis Ababa as a tourist destination, which aligns with the company’s global expansion strategy in developing markets. He remarked on the necessity of local partnerships to facilitate the adoption of new technological advancements in the car rental sector. “We hope to see the brand grow throughout Ethiopia,” he stated.

The agreement, which has taken two years to finalize, was marked by previous meetings between the CEOs in Thailand and the United Kingdom. Green Motion operates with nine partners in Africa, with Morocco being home to their first franchise operations on the continent. The company will provide technological support, including integration with popular booking platforms such as Expedia and Bookings.com, while Excellence Car Rental will manage the fleet of vehicles.

The franchise arrangement enables tourists to conveniently book hotels, make reservations, and find rental vehicles through a single online portal. Richard Lowden explained that the local franchisee has the autonomy to set rental prices based on market trends and operational expenses. Green Motion’s inventory consists of approximately 6,000 vehicles, predominantly low CO₂ emission cars, though only 10% are fully electric. The company plans to adjust the availability of electric vehicles based on local charging infrastructure.

“Our priority is customer satisfaction,” Richard noted, highlighting that traditional vehicles will be provided if electric options are inadequate for customer needs.

Discussions are ongoing with Ethiopian airport authorities to establish a rental kiosk in the terminal, a service currently unavailable. This initiative aims to align Green Motion’s operations with global standards, allowing customers to collect and return vehicles directly at the airport.

Despite receiving mixed reactions globally, including past customer complaints regarding excessive damage fees, Green Motion continues to expand. Bizuayehu Tadesse, General Manager of Excellence Car Rental, reaffirmed the partnership’s significance in attracting foreign investment and facilitating knowledge exchange between the UK and Ethiopia. He announced that over 100 vehicles will be available shortly.

Furthermore, the Ethiopian government is focusing on environmentally sustainable transportation, increasing tariffs on traditional vehicles while offering incentives for electric vehicles. However, challenges such as the lack of charging stations and insufficient national grid development have been raised as concerns.

The recent partnership between Green Motion International and Excellence Car Rental Services marks a significant step for Ethiopia’s car rental industry, emphasizing eco-friendly transportation solutions. With plans to launch operations quickly, this initiative aims to support international tourism while adhering to environmental standards. The collaboration highlights Ethiopia’s openness to foreign investment and the commitment to enhancing its transport infrastructure towards a sustainable future.

Original Source: shega.co