UK Car Rental Firm Enters Ethiopia, Targeting International Visitors

Green Motion International has partnered with Excellence Car Rental Services Ethiopia to launch an eco-friendly vehicle rental service catering to international tourists in Addis Ababa. The franchise agreement aims to provide electric and hybrid vehicles while ensuring a seamless booking experience. This venture highlights Ethiopia’s appeal to foreign investors and its commitment to sustainable transport solutions, despite existing infrastructural challenges.

A leading car rental company from the United Kingdom, Green Motion International, has entered the Ethiopian market through a franchise agreement with local firm Excellence Car Rental Services Ethiopia. This partnership aims to offer electric, hybrid, and low-CO2-emission vehicles to cater to international visitors, with the operations set to commence immediately following the signing ceremony held at Skylight Hotel in Addis Ababa.

Richard Lowden, the CEO of Green Motion, outlined the potential for growth in Ethiopia, highlighting Addis Ababa as an emerging tourist destination. He stressed the significance of collaborating with local partners to implement the company’s technology and enhance operations within the local car rental sector. Green Motion hopes to expand its presence in Ethiopia significantly.

The franchise agreement, which was developed over two years, enables Green Motion to provide a comprehensive technological framework, including an XML-based software integrated into platforms like Expedia and Bookings.com. Excellence Car Rental will supply the vehicles, creating a streamlined process for visitors to book hotels and rental cars via a single portal.

Lowden emphasized that the local franchisee will set rental prices based on market dynamics. Although Green Motion’s global fleet consists of approximately 6,000 vehicles, with only 10% being fully electric, the company will assess the local infrastructure for electric vehicles to ensure customer satisfaction during their rentals. Lowden stated, “If we believe that the car (an EV) is not fit, we will put them (the customers) in a traditional car,” ensuring ease of travel for clients until infrastructure advancements are realized.

Moreover, conversations with Ethiopian airport authorities are underway to establish a rental kiosk within the airport terminal, mirroring practices at international airports worldwide. This initiative aims to enable travelers to conveniently access rental vehicles upon arrival and return them at the same location.

The global expansion of Green Motion has been met with mixed feedback regarding customer service and transparent billing practices. Nevertheless, Bizuayehu Tadesse, General Manager of Excellence Car Rental and CEO of Green Motion Ethiopia, noted the partnership’s role in attracting foreign investment and facilitating technology transfer. With an initial fleet of over 100 cars, the partnership underscores Ethiopia’s increasing openness to foreign business opportunities.

Ethiopia’s government has shown commitment to transitioning its transport infrastructure to eco-friendliness, reflected by higher tariffs on traditional combustion engine vehicles and reduced tariffs for electric vehicles. However, challenges such as the availability of adequate charging stations and a robust national grid remain concerns as the country navigates this transition.

In conclusion, Green Motion International’s partnership with Excellence Car Rental Services Ethiopia marks a significant step for eco-friendly car rentals targeted toward international visitors. This initiative not only addresses the burgeoning demand for sustainable transport options in Ethiopia but also fosters local economic growth and technological advancements. The collaboration is a testament to Ethiopia’s ongoing commitment to enhancing its transport infrastructure while inviting foreign investment.

Original Source: shega.co