Head of Changan

Inchcape is a leading independent global automotive distributor, serving as a brand custodian for major automotive OEMs across 31 countries. The company manages product planning, brand positioning, logistics, marketing, sales, and aftersales for 30 OEMs, including Toyota, BMW, JLR, and Subaru. Inchcape is a market leader, recognized as the OEM distribution partner of choice in small to medium-sized markets, actively pursuing growth through organic expansion and global acquisitions.

The Head of Changan will be responsible for spearheading the commercial and market growth strategy for the Changan brand within Kenya, ensuring alignment with Inchcape’s broader strategic goals and Changan’s brand identity. This role involves driving the brand towards ambitious commercial targets, including achieving specific annual retail volumes (80-100 units), fostering revenue growth, enhancing profitability, and significantly increasing market penetration. A key objective is to secure a 0.5–1% market share of the Kenya Motor Industry (KMI) Total Industry Volume (TIV) for Changan.

1. Lead and implement the commercial and market growth strategy for Changan in Kenya, aligning with Inchcape’s and Changan’s objectives.
2. Achieve commercial targets for Changan, including annual retail volumes (80–100 units), revenue, profitability, and market penetration.
3. Develop and execute strategies to reach 0.5–1% Changan market share of KMI TIV.
4. Identify and develop opportunities across retail, corporate, fleet, and institutional segments to boost vehicle sales and revenue.
5. Create strategies to enhance Changan’s brand awareness, consideration, and customer acquisition in Kenya.
6. Lead the development and optimization of Changan’s dealership and distribution network, exploring new dealerships, partnerships, and alternative sales channels.
7. Evaluate market opportunities and locations for network expansion, ensuring commercial viability and alignment with customer demand.
8. Establish and monitor sales-channel and dealership performance against KPIs, taking corrective action as needed.
9. Build and maintain strong relationships with Changan/OEM representatives, ensuring alignment on product strategy, sales objectives, market development, and brand standards.
10. Collaborate with the OEM and internal stakeholders to identify new model introductions and portfolio expansion based on Kenyan market needs.
11. Develop and execute commercial strategies for new Changan product launches, covering market positioning, pricing, sales planning, and customer engagement.
12. Strengthen partnerships with financial institutions, SACCOs, cooperatives, and other stakeholders to improve vehicle affordability and customer conversion.
13. Develop partnerships with corporate, fleet, and institutional customers to unlock new sales channels and recurring revenue.
14. Identify innovative financing, distribution, and customer acquisition models to accelerate Changan’s market penetration.
15. Work with Marketing to develop and execute brand-building and customer acquisition initiatives to strengthen Changan’s competitive position.
16. Ensure Changan’s value proposition is effectively communicated, differentiated, and aligned with evolving customer needs.
17. Lead customer-centric initiatives to improve satisfaction, retention, loyalty, and overall ownership experience.
18. Collaborate with Aftersales to ensure service capability, parts availability, and customer support for sales growth and brand reputation.
19. Leverage Inchcape’s infrastructure, capabilities, customer relationships, and cross-business synergies to improve Changan’s commercial performance.
20. Monitor the competitive landscape, market trends, customer behavior, and industry developments, translating insights into actionable strategies.
21. Own Changan’s commercial performance, including revenue, retail volumes, gross margin, profitability, market share, and network productivity.
22. Develop annual business plans, budgets, and commercial targets for Changan, monitoring performance against objectives.
23. Develop business cases for new dealerships, partnerships, product introductions, investments, and other growth initiatives.
24. Identify opportunities to improve route-to-market effectiveness, sales conversion, customer accessibility, and commercial efficiency.
25. Build and lead a high-performing Changan commercial team, establishing clear objectives, accountability, and a strong performance culture.
26. Work with the Managing Director and functional leaders to align Changan’s strategy with Inchcape’s broader business objectives.
27. Provide regular commercial performance updates, market insights, and recommendations to the Managing Director and leadership team.
28. Foster an entrepreneurial, customer-focused, and growth-oriented culture, with a strong focus on execution.
29. Continuously identify new opportunities to strengthen Changan’s market position, grow revenue, and deliver sustainable profitability.
30. Carry out other strategic or commercial responsibilities assigned by the Managing Director.

1. Bachelor’s degree in Business, Marketing, Commerce, Automotive Management, or a related field; an MBA is a plus.
2. Minimum 8–10 years of progressive commercial leadership experience, preferably in automotive, mobility, retail, or related industries.
3. Proven track record of achieving revenue growth, market penetration, sales growth, and strong commercial performance.
4. Demonstrated experience in automotive sales, dealership management, distribution, market development, and customer acquisition.
5. Strong understanding of the Kenyan automotive market, including customer segments, competitive dynamics, distribution channels, and emerging opportunities.
6. Experience developing and executing go-to-market, route-to-market, and market penetration strategies.
7. Proven ability to build and manage strategic partnerships with OEMs, financial institutions, corporate customers, and dealers.
8. Strong commercial and financial acumen, including experience managing budgets, revenue targets, margins, profitability, and business cases.
9. Demonstrated ability to translate market opportunities into measurable commercial outcomes.
10. Strong understanding of customer acquisition, brand positioning, and sales conversion in competitive markets.
11. Experience with an OEM or international automotive brand is an advantage.
12. Experience with Chinese automotive brands or emerging-market brands is an added advantage.
13. Strong strategic thinking and execution capability, moving effectively from strategy development to implementation.
14. Excellent leadership, influencing, negotiation, and stakeholder-management skills.
15. Strong analytical and decision-making capability, using market and commercial data to drive business decisions.
16. Entrepreneurial mindset, resilience, and adaptability to build and grow a brand in a competitive and evolving market.