(Nairobi) – For many years, the Toyota Premio has ranked among Kenya’s most trusted second-hand vehicles. Known for its reliability, low maintenance costs, and easy access to spare parts, the Premio earned a reputation as a practical and durable sedan for middle-income car buyers. However, its popularity appears to be waning due to rising prices that are pushing potential buyers toward cheaper or more premium alternatives.
Previously, a second-hand Premio imported into Kenya would cost between KSh1.3 million and KSh1.6 million (approximately $10,000 to $12,300). Today, that same vehicle is being listed at between KSh2.3 million and KSh2.5 million (around $17,700 to $19,300), marking a sharp increase of nearly KSh1 million (approximately $7,700) in less than five years. This price jump has resulted in slower sales and growing market resistance.
While the Premio is still considered fuel-efficient and reliable, many prospective buyers now argue that the price no longer reflects the car’s actual value. Instead, customers are turning to alternatives such as the Mazda Atenza, which is not only more affordable but is also seen as more modern in both design and interior finish.
According to Erick Wokabi, a vehicle reviewer and host of the Auto Konnect Kenya YouTube channel, the new generation of affordable sedans has made the Premio seem outdated. “These vehicles have suddenly made the Premio look very ordinary and boring,” Wokabi said, emphasizing that design appeal is increasingly influencing buying decisions.
Other buyers are comparing the Premio with German cars such as the Volkswagen Passat and the Mercedes-Benz C-Class. Although these models come with higher maintenance costs, they offer better features, stronger build quality, and a more premium driving experience for nearly the same price.
Devan, a Nairobi resident currently shopping for a car, says the current pricing makes little sense for what the Premio offers. “I’ve seen a Toyota Premio selling for KSh2.7 million ($20,900). At that price, I’d rather top up and buy a Toyota Harrier, which has more features and better safety,” he said.
One of the major criticisms of the Premio is its basic feature set. Despite the high price tag, the vehicle comes with only two airbags and limited security enhancements, a point that has become harder to ignore for safety-conscious buyers.
Still, there are some motorists who defend the high price of the Premio, citing its durability and strong resale value. “I can run a Premio for eight to ten years without it breaking down, and I’ll still get a good resale price,” one owner said. “Can you say the same about the Mazda Atenza?”