Green Motion, a leading UK-based car rental company, has officially launched its operations in Ethiopia, marking a significant milestone in the country’s tourism and economic development. This expansion into Ethiopia, Green Motion’s 80th destination, follows a two-year negotiation process to align the company’s international standards with local regulations.
The journey to establish Green Motion in Ethiopia was not without challenges. Differences between international business practices and Ethiopia’s legal framework required extensive negotiations. Bizuayehu Tadesse, General Manager of Green Motion Ethiopia, noted that aligning payment structures and fees with local policies was a major hurdle. The company’s global software platform includes loyalty, system, and booking fees, which needed explanation and adaptation to comply with Ethiopian tax regulations.
After three months of discussions, an agreement was reached, allowing Green Motion to charge a 1% service fee for bookings in Ethiopia, a figure accepted by the government. This resolution paved the way for the company’s official launch in the country.
Richard Lowden, CEO of Green Motion, highlighted Ethiopia’s strategic significance due to its rich cultural heritage, strategic location, and rapidly growing economy. Addis Ababa, with its potential to become a major tourist hub, offers significant opportunities for growth in emerging economies. Green Motion’s operations will initially focus on Bole International Airport, with plans to expand services to other destinations across the country.
Green Motion’s suite of technologies, including XML-based software integrated with major booking platforms like Expedia and Booking.com, will enhance the car rental experience for visitors. The company has partnered with local firm Excellence Car Rental to supply vehicles, ensuring a seamless service for both domestic and international travelers.
The launch of Green Motion in Ethiopia is expected to generate foreign exchange and boost the local economy by providing reliable, world-class car rental services. This partnership also underscores Ethiopia’s growing engagement with the global economy, as the country continues to open up key sectors to foreign investment and modernize its infrastructure.
Green Motion is committed to sustainability, offering low CO2 vehicles as part of its fleet. While Ethiopia’s electric vehicle infrastructure is still developing, the company plans to support its growth, drawing from its experience in the UK where it launched its first EV ten years ago. Hybrid vehicles will serve as a bridge to full electrification, ensuring a practical and sustainable solution for the country’s evolving transportation needs.
