UK Car Rental Company Enters Ethiopia, Focusing on Sustainable Options
Green Motion International has partnered with Ethiopia’s Excellence Car Rental to launch an eco-friendly vehicle rental service in Addis Ababa. The franchise will focus on electric and low-emission vehicles, streamline booking through a unified portal, and accommodate international travelers with vehicle pickup at airports. CEO Richard Lowden emphasizes local partnerships and adapting to infrastructure for successful operations.
A UK-based car rental firm, Green Motion International, has partnered with Ethiopian Excellence Car Rental to establish a rental service specializing in electric, hybrid, and low-CO2-emission vehicles. This franchise agreement, signed recently, aims to cater to the growing number of international tourists visiting Addis Ababa. The event took place at Skylight Hotel, marking an immediate launch of operations as stated by both companies involved.
Richard Lowden, CEO of Green Motion, highlighted Addis Ababa’s potential as a burgeoning tourist destination. He emphasized the necessity of local partnerships to leverage technology in elevating operational standards within the rental sector. The franchise aims to see brand growth throughout Ethiopia, according to Lowden’s remarks to Shega.
The discussions leading to this agreement began two years ago and included initial meetings in Thailand and subsequent sessions in the UK. Green Motion has formed nine partnerships across Africa, with Morocco as the first location for franchise operations. The company will provide a comprehensive technology stack, including XML-based software for integration with booking platforms like Expedia and Bookings.com.
Visitors to the newly established service will be able to book hotels, make reservations, and rent vehicles through a unified portal. Pricing will be flexible, allowing franchisees to adjust rates based on local market conditions and operational costs. Green Motion operates a fleet of about 6,000 vehicles globally, with around 10% being fully electric. There’s a focus on matching vehicle availability, especially EVs, with local charging infrastructure for a smooth customer experience.
Plans are underway for establishing a rental kiosk at the Ethiopian airport to streamline vehicle pickup and drop-off for international travelers upon arrival. This initiative aims to align local operations with global standards, distinguishing Ethiopia as a competitive option for tourists.
The expansion has been met with mixed reviews internationally, as the company faced customer complaints five years ago about billing practices. Bizuayehu Tadesse, General Manager of Excellence Car Rental, expressed optimism about the partnership’s ability to attract foreign investment and foster technology transfer. He indicated that over 100 vehicles would be available for rental.
Additionally, Ethiopia’s government has been promoting the transition to greener transportation, implementing higher tariffs on gasoline vehicles while lowering them on EVs. Despite government initiatives, challenges remain regarding the establishment of sufficient charging stations and a robust national grid.
The partnership between Green Motion International and Excellence Car Rental is poised to redefine the car rental landscape in Ethiopia, especially for international visitors. With a focus on sustainability through electric vehicles and efficient booking systems, this initiative marks a significant step towards eco-friendly transportation in the country. As Ethiopia enhances its tourist services and transitions to greener infrastructure, the collaboration promises economic benefits and better customer experiences.
Original Source: shega.co
