Isuzu EA Launches the Isuzu mu-X Luxury SUV

Isuzu East Africa (Isuzu EA) has today launched the locally assembled Isuzu mu-X luxury SUV, marking a major milestone in Kenya’s automotive manufacturing journey and reinforcing the company’s long-term commitment to local assembly, affordability, and regional industrial growth.

Assembly of the Isuzu mu-X commenced in November 2025, enabling the Isuzu EA Plant achieve 100% locally assembled product portfolio. The launch now introduces the vehicle to the Kenyan and the East African market, offering customers a premium SUV that combines luxury, performance, and durability – proudly assembled in Kenya.

The local assembly of the mu-X supports key national and regional priorities, including the Buy Kenya, Build Kenya initiative and the objectives of the African Continental Free Trade Area (AfCFTA).

Speaking at the Isuzu mu-X launch event, Rita Kavashe, Chair of the Board and Managing Director, Isuzu East Africa. “Because of the trust and loyalty of our customers, we are now able to bring the mu-X closer to them – locally assembled to ensure better availability, competitive pricing, and a vehicle built specifically for their driving needs and lifestyle.”

The locally assembled Isuzu mu-X will be available in two variants, offering customers greater choice and improved affordability: The 1.9-litre variant will retail at KSh 8.9 million, while the 3.0-litre variant will retail at KSh 9.9 million, down from KSh 13.5 million.

“Due to the tax incentives that are accrued from local assembly, this means the price of these vehicles with all their latest safety and convenience features have dropped by 27%,” Rita explained.

This significant price reduction reflects the benefits of local assembly, enabling more customers to access a premium SUV while enjoying shorter delivery timelines and strong aftersales support through Isuzu EA’s nationwide dealer network.

While delivering his keynote address at the event, Hon. Lee Kinyanjui, Cabinet Secretary, Ministry of Investments, Trade and Industry, described the Isuzu mu-X launch as a major milestone for Kenya’s industrialization and investment story. “Buy Kenya, Build Kenya is about increasing preference for Kenyan goods and services and driving expenditure that supports local production,” CS Kinyanjui stated. He further explained that local assembly “keeps more value in the country” by creating jobs and strengthening the SME supplier ecosystem.

The chief guest at the event, Junichi Kubo, President of Isuzu Motors International Operations, revealed that while the mu-X was originally intended to have only one global assembly hub in Thailand, an exception was made for Kenya.

“This is a big day not just for Kenya but for our business globally as we witness the first assembly of the mu-X in an overseas market,” Kubo said. He expressed immense confidence in the local workforce, noting that “the plant operations managed here fully meet the high-quality standards expected by our mother plant in Thailand.”

The introduction of the mu-X into local production builds on Isuzu EA’s broader manufacturing strategy, following the expansion of CV and LCV Level III assembly programs. By expanding its production footprint, Isuzu EA continues to position Kenya as a growing regional automotive hub through increased local value addition, job creation, skills development, and strengthened supplier participation across the automotive value chain.

Read Also: Isuzu EA Delivers Nine New UD Luxury Buses to Nyamira Express valued at Ksh 150 Million