Kenya’s vehicle market has entered a new pricing era, with the average price of vehicles listed online rising from approximately KSh 797,000 in 2024 to KSh 1.37 million in 2026, according to new data from Jiji Kenya.
The findings highlight a significant shift in the country’s automotive market as buyers contend with higher vehicle prices while becoming increasingly strategic in how they research, compare and purchase cars. Despite the upward trend, around half of all vehicle listings on Jiji remain below KSh 2 million, indicating that buyers still have access to a broad range of vehicles across different price segments.
As affordability becomes a greater consideration, consumers are placing more emphasis on value for money by comparing prices, researching vehicle history and evaluating long-term ownership costs before making purchasing decisions. Digital marketplaces that connect buyers directly with sellers are increasingly becoming the preferred destination for consumers seeking transparency, wider choice and competitive pricing.
Kenya’s growing automotive culture is also influencing buying behaviour. Online reviews, vehicle comparisons and ownership experiences shared by content creators across TikTok, Instagram, YouTube and Facebook are helping consumers make more informed purchasing decisions.
The broader economic environment continues to shape vehicle ownership decisions. In June 2026, Nairobi’s maximum retail fuel prices stood at KSh 214.03 per litre for petrol and KSh 222.86 per litre for diesel, according to the Energy and Petroleum Regulatory Authority (EPRA). Rising operating costs have made fuel efficiency, maintenance expenses and long-term running costs increasingly important considerations for prospective buyers.
Changes affecting imported vehicles have also influenced pricing. In July 2025, the Kenya Revenue Authority introduced a revised Current Retail Selling Price (CRSP) schedule for used motor vehicles, which is used in calculating customs values for imports. Even with these adjustments, pre-owned vehicles continue to provide buyers with access to a wider variety of models at different price points.
Jiji’s analysis further shows that the median listing price for locally used vehicles has crossed the KSh 1 million mark, reinforcing the emergence of a new benchmark in Kenya’s used vehicle market.
Foreign-used vehicles currently average approximately KSh 4.5 million, while locally used vehicles average around KSh 1.5 million, making imported models nearly three times more expensive on average. Across all listings on the platform, the average asking price stands at approximately KSh 2.5 million, reflecting the diverse mix of vehicles available in the market.
Among all vehicles listed on the platform, the Toyota Prado remains the most popular model, accounting for just over 5 per cent of all listings, underlining its enduring appeal among Kenyan motorists.
One Jiji buyer, Frank, said comparing multiple vehicles online helped him make a more informed purchase decision instead of rushing into buying the first available option within his budget.
Mobile technology is also transforming the car-buying journey. More consumers are now researching prices, comparing listings and connecting with sellers online before completing transactions offline.
According to the Communications Authority of Kenya, mobile subscriptions reached 84.1 million as of March 2026, translating to a mobile penetration rate of 157.7 per cent. The continued growth in smartphone usage is making digital platforms such as Jiji increasingly central to how Kenyans discover products and make purchasing decisions.
Commenting on the findings, Maxim Makarchuk, Chief Operating Officer of Jiji Africa, said vehicle ownership remains closely tied to Kenya’s economic aspirations, adding that digital marketplaces are improving market efficiency by giving consumers greater visibility, choice and direct access to sellers.
“As the market matures, the opportunity goes beyond simply selling more vehicles. It is about making the entire vehicle ecosystem more efficient by improving how people discover, evaluate, exchange and unlock value from vehicles throughout their lifecycle,” he said.
As Kenya’s automotive market continues to evolve, increased access to information, transparent pricing and wider vehicle choice are expected to play an increasingly important role in helping buyers and sellers navigate the changing economics of vehicle ownership.
