CFAO Motors has announced its continued sponsorship of the World Rally Championship (WRC) Safari Rally for the third consecutive year.
This sponsorship further 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.”
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 a 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-liter twin-turbo V6 engine, while the GR Corolla hatchback boasts a carbon-fiber 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 contributing 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.
“Our objective with this sponsorship and communication campaign is to drive awareness of the WRC Safari Rally, strengthen the association between the event and the Toyota brand, and unveil our carbon neutrality agenda,” added Arvinder. “We aim to build high affinity to the Toyota brand among the target audience and generate brand love before, during, and after the rally.”
The WRC Safari Rally holds special significance this year as it commemorates its 70th anniversary. After a hiatus of 19 years, the rally regained its status as part of the global championship in 2019, thanks to the joint efforts of the government and private sector. Since then, the safari rally has been an exceptional event that distinguishes itself from all others.
