Green Motion International from the UK has partnered with Excellence Car Rental Services in Ethiopia to launch a rental business specializing in electric and low-emission vehicles. The agreement aims to attract international visitors and facilitate eco-friendly transportation. Operations are set to commence promptly, emphasizing technology integration and local partnership.
A prominent UK car rental company, Green Motion International, has entered the Ethiopian market by partnering with Excellence Car Rental Services. This collaboration involves launching a rental service specializing in electric, hybrid, and low CO2-emission vehicles, aimed at attracting international visitors. The signing ceremony took place at the Skylight Hotel, with executives from both companies indicating their readiness to commence operations immediately.
Richard Lowden, the CEO of Green Motion, highlighted that Addis Ababa is emerging as a captivating tourist destination with significant potential for development. He emphasized finding local partners who can adapt to their technology, thus fostering operational innovations in the sector. “We hope to see the brand grow throughout Ethiopia,” said Lowden.
The agreement took two years to finalize, beginning with initial meetings in Thailand and subsequent discussions in the UK. Green Motion has established nine partners in Africa, with Morocco being the location of its first franchise operations. The company will supply an integrated technology stack, including XML-based software for booking platforms such as Expedia and Booking.com, while Excellence Car Rental will provide the vehicles.
Visitors will have the convenience of booking hotels and rental cars through a single portal. Prices will be set by the franchisee, allowing alignment with market conditions and operational expenses. Although Green Motion’s global fleet predominantly consists of low CO2 emission vehicles, only about 10% are fully electric. The CEO assured that vehicle rentals will be aligned with the local charging infrastructure to ensure customer satisfaction. “If we believe that the car (an EV) is not fit, we will put them (the customers) in a traditional car,” Lowden stated, referring to ensuring smooth rentals while the infrastructure improves.
Discussions are underway with Ethiopian airport authorities to establish a rental kiosk at the airport, as currently, no such services exist in Ethiopia. This initiative will bring the company’s operations in line with global standards, providing an option for visitors to pick up and return vehicles at the airport.
The reception to Green Motion’s operations has been mixed; while the company has successfully expanded, it faced criticism five years ago for issues related to excessive billing for damages. Bizuayehu Tadesse, General Manager of Excellence Car Rental, remarked that the partnership signifies Ethiopia’s increased openness to foreign investment. He estimated that over 100 vehicles will be available for rental services, stating, “The partnership will bring in foreign currency and enable knowledge transfer between the two countries.”
The Ethiopian government has shown a commitment to transitioning transportation towards eco-friendly electric systems, which includes increased tariffs on internal combustion engines and reduced tariffs for EVs. Nevertheless, there are lingering concerns about the availability of sufficient charging stations and a fully developed national grid.
In conclusion, Green Motion International’s entry into the Ethiopian market signifies a pivotal development in the car rental sector with its focus on eco-friendly vehicles. The partnership with Excellence Car Rental Services is expected to enhance tourism and promote sustainable transportation. Although challenges exist regarding infrastructure and customer service, the collaboration heralds a promising future for the industry and aligns with the Ethiopian government’s green initiatives.
Original Source: shega.co
