How Poor Roads in Kenya Inspired the Launch of Mobius Motors
Joel Jackson founded Mobius Motors in 2010 inspired by poor road conditions in rural Kenya. The company’s aim was to produce affordable vehicles suitable for the terrain. Despite initial success with models like Mobius II, financial struggles and competition led to the company’s liquidation in 2024. A takeover in 2025 has revived the company’s prospects with plans for a new model, Mobius 3.
In 2008, Joel Jackson, a British national, visited rural Kenya while involved with a micro-forestry social enterprise, unknowingly igniting his entrepreneurial journey towards founding Mobius Motors, the country’s first firm dedicated to designing and producing vehicles from the ground up. His experiences in Western Kenya revealed significant challenges that rural populations faced due to inadequate road infrastructure and a lack of affordable transportation options. Existing vehicle choices were either too costly, as they were imported, or not suited for the rugged terrain, leading him to identify a market gap in Kenya’s transport sector.
Jackson, who had no prior experience in automotive engineering, leveraged his ambition and conducted thorough research on low-cost vehicle design, collaborating with engineers to create a prototype. In 2010, he formally founded Mobius Motors Kenya Ltd. in Nairobi, with the objective of custom-designing vehicles that prioritized durability and affordability by removing unnecessary features such as air conditioning and electric windows.
The initial vehicle prototype, Mobius I, featured a rugged tubular steel frame aimed at traversing difficult terrain. It was primarily a proof of concept rather than a retail model, yet it successfully attracted investor interest, resulting in both grants and private funding. Mobius II was launched in 2014, costing approximately Ksh1 million ($10,000), making it the most affordable new vehicle in Kenya’s market. A production facility in Nairobi was set up to focus on assembling vehicles using local and imported components for efficiency.
Although Mobius II underwent enhancements, including power steering and an infotainment system, financial success was elusive. The company faced stiff competition from cheap second-hand imports, alongside high tax burdens and diminishing sales figures. By December 2024, Mobius reported losses exceeding one hundred million shillings against revenues of Ksh500,000, with losses tripling in the following year, sharply edging the company toward bankruptcy.
In August 2024, Mobius announced its entry into voluntary liquidation after years of mounting internal and external pressures, resulting in the dismissal of Jackson from his CEO position. However, in early 2025, Mobius was reinvigorated following a takeover bid from a Middle Eastern investor determined to enhance business operations through strategic investments. This revived venture was confirmed by an official statement revealing that normal operations resumed, focusing on the development of the upcoming Mobius 3, slated for full production by July 2025 and set for launch in December 2025.
Joel Jackson’s experience in Kenya led to the establishment of Mobius Motors, a venture aimed at creating affordable and durable vehicles suited for rough terrains. Despite facing significant financial challenges and ultimately entering voluntary liquidation in 2024, Mobius Motors found a new direction under new ownership. The company aims to resume production with the anticipated Mobius 3 model, hoping to fulfill Jackson’s original vision of an accessible automotive option for the Kenyan market.
Original Source: www.kenyans.co.ke
