Another boost for WRC Safari Rally

Jul 10, 2023

CFAO Motors (formerly Toyota Kenya) yesterday announced its continued sponsorship of the World Rally Championship (WRC) Safari Rally for the third consecutive year. The sponsorship strengthens Toyota's commitment to pushing performance limits and showcasing the Toyota brand to the Kenyan consumer. The support will also promote and entrench Toyota's brand value proposition of Quality, Durability and Reliability (QDR).

In 2022, the Toyota GR team achieved a remarkable podium finish, securing the top four positions and marking Toyota's 10th victory at the safari rally. Building on this success, CFAO Motors will sponsor Kshs. 32m towards the 2023 WRC Safari Rally. As part of the sponsorship, CFAO Motors will provide two Hilux pickups to serve as safety route openers for the 00 car and 000 car, along with additional support services.

"We are thrilled to continue our partnership with the WRC Safari Rally," said Mr. Arvinder Reel, Managing Director, CFAO Motors. "This event allows us to enhance our GR brand proposition, showcasing the performance of Toyota vehicles to the Kenyan consumer, and promoting our QDR value proposition. We are confident that this sponsorship will further strengthen our position as a market leader."

WRC Safari Rally Chief Executive Officer Phineas Kimathi said the Local Organising Committee had developed capacity in planning for the global event, reducing the number of experts from 10 in 2019 to two currently, as locals have taken over the high level organisation.

"We have come a long way and I would like to laud the local organisers for doing a good job. This year's Safari Rally will be almost the same as last year, about 90 per cent similar, but it will start at Uhuru Park instead of Kenyatta International Conference Centre (KICC) like in the past.

Sports Cabinet Secretary Ababu Namwamba said the WRC Safari Rally was a Kenyan herritage, hence the government's commitment to make it a success. He thanked CFAO Motors through their Toyota brand and all other corporate partners that have joined the government in supporting the event.

"We are going to roll up a number of initiatives that are key to the bottom up economic transformation of our agenda. We want to see a stronger Kenyan flavour in the rally, not for the foreign drivers to dominate, so we are encouraging a high number of local drivers to enter the race. We also want to see more women in rally and the government will be supporting three women teams for the event. Together with the joint partnership of the government, KCB, Safaricom and Toyota, I’m sure we will produce a great and memorable Safari Rally," Ababu said.

As part of the sponsorship, CFAO Motors will unveil a range of Toyota models during the rally, some of which will be available for sale. These models include the Toyota Hilux Pickup - Safari Rally Limited Edition, specially prepped with Toyota Gazoo Racing kit.

Furthermore, on display at the Uhuru Highway showroom, is the replica GR Dakar Hilux T1+ and the GR Corolla hatchback. The replica GR Dakar Hilux T1+ made its debut in the Dakar Rally in 2022, powered by a 3.5-litre twin-turbo V6 engine, while the GR Corolla hatchback boasts a carbon-fibre roof, bi-LED headlamps, and a power-enhancing triple-pipe exhaust.

In line with Toyota Environmental Challenge 2050, the company has committed to an initiative that is geared towards tackling climate change and contribute towards achieving carbon neutrality. Through the production of the Corolla Cross range, Toyota has minimized its carbon footprint and prioritized sustainability at every stage, from design to manufacturing and end-of-life recycling programs.