By Timothy Albrite
Pull into any parking lot or take a quick glance at the rubber meeting the tarmac, and it reveals a quiet shift in progress. Among the vehicles, one brand name is appearing with increasing frequency: Roadcruza.
Behind that growing visibility is Hiview International, a Kenyan automotive company building its business around tyres while steadily expanding its position in the wider automotive aftermarket.
The company’s portfolio spans passenger cars, SUVs, four-wheel drives, trucks and buses. For passenger vehicles, Hiview distributes Roadcruza alongside Ultraforce, Wanda and Compass, while its commercial range includes Titan, Habilit, Good Tire, Inbal and Folder.
Speaking at Railways Golf Club, where Hiview hosted a golf tournament, Head of Business & Operations Dickson Kingi described automotive tyres as the company’s key business.
The strategy, however, is broader than simply putting more tyre brands into the market. Hiview is betting on availability, product choice and customer support to build relationships that continue after a tyre is fitted.
Why Roadcruza is gaining ground
For Marketing Manager Candy Wangui, Roadcruza’s growing visibility has been built around a combination of product appeal and availability.
“I think Roadcruza has been one journey that we didn’t really expect in the beginning,” Wangui said. “The tyre is good. It has been good in terms of longevity of use. It gives top notch quality.”
She also pointed to the brand’s appearance and tread design, particularly across passenger cars, SUVs and four-wheel drives.
“It still looks good and it’s functional,” she said. But a tyre can only gain ground if motorists can actually find it.
Hiview has worked to make Roadcruza available across the country, including beyond the major urban centres.
“They’ll find it wherever they are. So all over the country, we are there,” Wangui said. That availability matters in a market where motorists regularly travel long distances and may need replacement tyres away from Nairobi.
A wider tyre proposition
For motorists, tyre choice does not start and end with the brand name. Size, load rating, tread pattern and intended use all matter.
A car driven mainly around Nairobi has different demands from an SUV regularly travelling rougher roads, while trucks and buses operate under another set of pressures.
Hiview’s portfolio gives it access to these different segments, from individual motorists replacing worn tyres to businesses whose vehicles are working every day.
For fleet operators, tyres are closely tied to operating costs, downtime and vehicle utilisation. Availability and suitability therefore become as important as price.
Hiview is also seeking to stay involved after the sale through its automotive service business.
Its Topking Service Centre along Kiambu Road offers services including oil changes, engine diagnostics, wheel alignment, balancing, suspension checks and tyre fitting. The facility also provides a customer lounge and other conveniences aimed at making vehicle maintenance easier.
For Managing Director Francis Kamau, that customer experience is central to the company’s approach.
“We want to make sure that whenever you come here, you leave as a delighted customer,” Kamau said at the launch of the service centre. “We’re committed to meeting and exceeding your expectations.”
That is an important shift for a company whose core business remains tyres. The customer relationship does not have to end when the tyre leaves the shop.
Hiview’s growing presence is ultimately about converting visibility into repeat business.
Wangui said motorists who have encountered the brand through Hiview’s customer engagements are increasingly familiar with Roadcruza.
“When they see it’s Roadcruza, there’s that remembrance of, ‘Oh, you’re back here. Thank you for coming again,’” she said.
That familiarity matters in a tyre market where motorists have numerous choices but may have limited information about what they are buying.
Hiview now has several parts of the aftermarket working together: a broad tyre portfolio, countrywide availability, passenger and commercial products and a growing service offering.
The challenge is turning those pieces into a proposition that keeps customers coming back.
For motorists, the questions remain straightforward: Is the right tyre available? Does it suit the vehicle and its use? Is the price competitive? And where can the customer get support afterwards?
For Hiview, the answer could determine how far it can move beyond being a tyre supplier and establish itself as a more recognisable player in Kenya’s automotive aftermarket.
Because in the tyre business, being seen on the road is one thing. Getting motorists to come back is another.