Kenya Tyre Market – Size, Share, Trends, Opportunity, and Forecast, Segmented By Vehicle Type (Passenger Car, Commercial Vehicle, Two-Wheelers), By Tyre Construction Type (Radial, Bias), By Demand Category (OEM, Replacement), By Region, By Competition, 2020-2030F

Market Overview:

The Kenya Tyre Market was valued at USD 195.70 Million in 2024 and is expected to reach USD 251.51 Million by 2030 with a CAGR of 4.27% during the forecast period. The Kenya tyre market is witnessing steady expansion driven by rising vehicle ownership across passenger, commercial, and two-wheeler segments. A growing middle class and greater urbanization are fueling personal vehicle purchases, while the need for efficient logistics is boosting demand for commercial transport. Infrastructure upgrades, including road expansions and freight corridors, are elevating tire wear and increasing replacement cycles. The market is also benefiting from heightened consumer awareness about tyre quality, fuel efficiency, and safety, prompting a shift toward premium and durable products. Digitalization of retail networks and the rise of e-commerce platforms are making tyre purchases more accessible across urban and peri-urban areas, supporting aftermarket growth.

Market Drivers

Growth in Vehicle Ownership Across Segments

The rise in vehicle ownership across passenger cars, two-wheelers, and commercial vehicles is significantly contributing to tyre demand in Kenya. With increasing urbanization and income diversification, more individuals are transitioning toward vehicle ownership for personal mobility, while businesses are investing in fleet expansion to support logistics and delivery services. As the number of vehicles increases on the road, so does the need for both OEM and replacement tyres. Commercial vehicles, in particular, undergo frequent tyre changes due to heavy usage, contributing to high replacement frequency and recurring demand. Two-wheelers used for last-mile delivery and personal commuting also drive the need for affordable, long-lasting tyres. The aftermarket segment is benefitting from this surge in vehicle parc, creating consistent opportunities for distributors and retailers. Tyre dealers are capitalizing on this by offering a broader range of SKUs catering to diverse load-bearing, speed, and road performance needs. For instance, between 2011 and 2019, Kenya’s registered vehicles grew from 1.6 million to 3.3 million at a 9% CAGR, driven by motorcycles and motor cars. The motorization rate, currently 26–40 per 1,000 people, is projected to reach 70 by 2030. In 2019, only 12% of the 109,751 newly registered vehicles were new sales, while 88% were used imports, highlighting the strong demand for affordable second-hand vehicles.

Expansion of Road Infrastructure and Connectivity

Ongoing expansion in road infrastructure is significantly influencing tyre consumption by encouraging increased vehicle movement and accelerating tyre wear. The development of highways, bypasses, and freight corridors not only improves mobility but also shortens delivery timelines, encouraging logistics and fleet companies to operate at higher frequencies. These infrastructure upgrades lead to greater surface coverage, encouraging people to explore vehicular options even in previously underserved areas. Increased traffic volume and longer travel distances result in higher tyre usage rates, especially among commercial trucks, buses, and taxis that operate under continuous load and movement. This demand fuels replacement cycles and supports consistent aftermarket tyre sales. Moreover, better roads enable the usage of a wider range of vehicles, including those requiring specialized tyres such as performance, radial, or all-weather variants.

Rising Consumer Preference for Branded and Durable Tyres

A growing emphasis on product performance, safety, and lifecycle cost is shifting consumer preference toward branded and durable tyres. Informed buyers are increasingly evaluating tyre features such as tread life, grip, braking efficiency, fuel economy, and warranty before making purchase decisions. Brand reputation has begun to play a stronger role in consumer selection, especially in the replacement market where user experience determines repeat sales. This is encouraging tyre companies to improve their retail visibility, invest in customer service, and offer extended warranty and loyalty programs. Fleet managers and logistics providers are also favoring established brands due to predictable performance, ease of replacement, and aftersales service. This evolving preference is reducing the market share of generic or counterfeit options and opening more space for established players to grow. Durable tyres, which minimize downtime and reduce long-term operating costs, are becoming the preferred choice, particularly for commercial and heavy-duty vehicle operators.  

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Key Market Challenges

Price Sensitivity Among Mass Market Consumers

The widespread price sensitivity among consumers remains a key challenge in the Kenya tyre market, particularly in the replacement category. A significant portion of vehicle owners prioritize upfront cost over product longevity, safety features, or fuel efficiency, making it difficult for premium tyre brands to achieve scale among middle- and lower-income buyers. Budget-conscious consumers are more likely to opt for used, re-treaded, or unbranded tyres, which often carry lower purchase prices but pose significant risks in terms of durability and performance. This compromises road safety and creates a cycle of frequent replacements, ultimately increasing the total cost of ownership—yet the market's cost focus remains. Retailers serving price-sensitive regions must stock a variety of low-cost alternatives to remain competitive, often at the expense of margins.

Prevalence of Counterfeit and Low-Quality Tyres

The circulation of counterfeit and substandard tyres is a persistent challenge affecting both safety standards and the competitive landscape in the Kenya tyre market. These products often mimic the appearance of branded tyres but fail to meet basic performance or durability benchmarks, creating safety hazards and damaging consumer trust in the market. The availability of such tyres at lower price points tempts uninformed or budget-conscious consumers, undercutting genuine manufacturers and authorized retailers. Counterfeit tyres are usually imported through informal channels, bypassing regulatory oversight and quality inspection. Their usage can lead to frequent blowouts, increased fuel consumption, and reduced braking efficiency, exposing drivers and passengers to significant road safety risks. For authentic brands, the presence of counterfeits dilutes brand equity and hinders growth despite investing in innovation and marketing.

Key Market Trends

Rise in Digital Retail Channels for Tyre Sales

The adoption of digital retail channels is reshaping how tyres are marketed and sold in Kenya. Consumers are increasingly turning to online platforms for tyre research, price comparison, and direct purchase, driven by convenience, wider choice, and transparent pricing. E-commerce sites and dedicated auto part platforms are offering tyre fitment, doorstep delivery, and even booking slots at partner garages, simplifying the buying process for both individual consumers and fleet operators. These platforms often feature detailed specifications, customer reviews, and virtual assistance to aid selection, reducing reliance on traditional brick-and-mortar outlets. Digital channels also enable manufacturers to maintain better control over pricing, inventory, and brand messaging, while collecting valuable data on consumer preferences and purchase behavior. This shift is prompting many tyre companies to invest in direct-to-consumer strategies and collaborate with digital logistics partners. For instance, Kenya’s e-commerce market is expanding rapidly, with revenues reaching USD 900 million in 2024 and user numbers expected to hit 12.26 million. The country ranks as Africa’s third-largest e-commerce market, supported by strong mobile money usage through platforms like M-Pesa and a national digital economy blueprint.

Preference for Fuel-Efficient and Low Rolling Resistance Tyres

There is a noticeable trend among vehicle owners and fleet operators toward selecting tyres that enhance fuel efficiency, primarily through low rolling resistance technologies. These tyres are engineered to reduce the friction between the tyre and the road, thereby lowering the energy required for movement and cutting down fuel consumption. This performance characteristic is particularly attractive to commercial fleets and ride-hailing services that operate on tight cost margins and are constantly seeking ways to reduce operating expenses. For private car owners, rising fuel prices and environmental concerns are driving interest in sustainable tyre solutions. Tyre manufacturers are responding by introducing models with improved rubber compounds, innovative tread patterns, and lighter construction to support fuel economy. Regulatory encouragement toward eco-friendly transportation further strengthens this shift.

Increased Adoption of Tubeless and Radial Tyres

The adoption of tubeless and radial tyre technology is steadily gaining momentum in the Kenya tyre market, supported by consumer demand for better performance, enhanced safety, and reduced maintenance. Tubeless tyres eliminate the need for inner tubes, offering lower chances of sudden deflation and better heat dissipation, especially during long-distance travel or high-speed driving. Radial tyres, which feature a layered structure that improves flexibility and contact with the road, offer superior fuel economy, handling, and tread life compared to traditional bias-ply designs. Both types are becoming more accessible through widespread availability in the aftermarket, as well as growing familiarity among technicians and retailers. Commercial operators are transitioning to radial tyres for better load distribution and reduced rolling resistance, resulting in lower operating costs per kilometer.   

Segmental Insights

Vehicle Type Insights

In 2024, the passenger vehicle segment played a significant role in the Kenya tyre market, driven by rising personal vehicle ownership and increased urban mobility. Growth in middle-class incomes, improved financing options, and heightened demand for private transport contributed to a surge in car sales, especially in urban and peri-urban areas. Passenger vehicles require regular tyre replacements due to frequent usage in stop-and-go city traffic, exposure to mixed road surfaces, and consumer emphasis on ride comfort and safety. Tyre demand in this segment is influenced by factors such as grip, noise levels, braking performance, and fuel efficiency. For instance, Kenya’s FY 2024–25 budget allocates around USD 26 billion, with USD 4.6 billion for development projects. Key infrastructure spending includes USD 1.26 billion for roads, USD 164 million for rail, USD 15.5 million for Dongo Kundu SEZ, USD 6.2 million for Nairobi BRT, and USD 456 million for energy. These investments aim to boost logistics, mobility, and industrial growth, with the construction sector projected to grow 5.5% in 2024 and average 6% annually through 2028.

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Region Insights

In 2024, Nairobi led the Kenya tyre market due to its high vehicle density, busy urban transport, and strong commercial activity. Frequent tyre wear from traffic congestion and delivery operations drove consistent replacement demand. The city’s well-established retail and service network ensured product availability and quicker adoption of advanced tyre types like tubeless and low rolling resistance models. High consumer awareness further supported aftermarket growth across vehicle categories.

Rift Valley’s tyre demand was shaped by agricultural transport, intercounty trade, and cross-border logistics. Vehicles often travel long distances on varied road surfaces, increasing the need for durable, all-terrain tyres. Commercial fleets and cooperatives contributed to bulk purchases, while seasonal freight movements sustained regular replacement cycles. The region’s key transit routes made it a high-volume tyre consumption area.

In the Coastal region, tyre sales were supported by port logistics, tourism activity, and steady local vehicle use. Frequent cargo transport from Mombasa to inland areas increased tyre wear for commercial vehicles. Coastal weather conditions accelerated deterioration, driving replacements. Two-wheeler demand was strong due to delivery services and personal mobility needs. Local dealers offered diverse inventories to serve both logistical operators and individual users.

Recent Developments

• ​In 2024, Chinese tyre maker Linglong announced plans to set up a factory in Kenya, likely within the Dongo Kundu SEZ. Backed by government support, the project aims to boost local jobs and position Kenya as a regional tyre manufacturing hub.
• In 2025, Goodyear sold the Dunlop tyre brand to Sumitomo Rubber for $701 million. Goodyear will continue producing and distributing select Dunlop tyres in Europe through the end of 2025 under a licensing deal.
• In 2025, In 2025, Hankook Tire achieved a key win at the Safari Rally Kenya, showcasing its Dynapro R213 tyres’ durability and grip across extreme terrain. The event drew over 250,000 spectators, boosting the brand’s motorsport presence.
• In 2024, CFAO Mobility Kenya acquired TYDIA, becoming the official distributor for Michelin and BF Goodrich tyres in East Africa. The move strengthens its regional presence and expands tyre availability across key vehicle segments.

Key Market Players

• Bridgestone Corporation
• Michelin Group
• The Goodyear Tyres & Rubber Company
• Continental AG
• Pirelli & C. S.p.A.
• Yokohama Rubber Company, Limited
• Hankook Tyres & Technology Co., Ltd.
• Kumho Tyres Co., Inc.
• Sumitomo Rubber Industries, Ltd.
• Toyo Tyres Corporation

Report Scope:

In this report, the Kenya Tyre Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•           Kenya Tyre Market, By Vehicle Type:

o    Passenger Car

o    Commercial Vehicle

o    Two-Wheelers

•           Kenya Tyre Market, By Tyre Construction Type:

o    Radial

o    Bias

•           Kenya Tyre Market, By Demand Category:

o    OEM

o    Replacement

·         Kenya Tyre Market, By Region:

o    Nairobi

o    Central

o    Coast

o    Eastern

o    Northeastern

o    Nyanza

o    Rift Valley

o    Western

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Kenya Tyre Market.

Available Customizations:

Kenya Tyre Market report with the given market data, Tech Sci Research offers customizations according to the company’s specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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