Green Motion, a global car rental company headquartered in the UK, has expanded its operations to Ethiopia, marking a significant step in the country’s evolving tourism and economic landscape. With a presence in 88 countries and over 700 locations worldwide, Green Motion is now bringing its renowned services to Addis Ababa, joining the ranks of international brands making an impact in the region. The move is expected to bolster Ethiopia’s growing conference tourism industry and contribute to the country’s wider economic transformation.

As Ethiopia embarks on ambitious economic reforms, including the liberalization of its market and the opening of key sectors to foreign investment, Green Motion’s entry underscores the country’s commitment to modernization. Recent government initiatives such as issuing investment banking licenses, reopening its stock market, and permitting foreign banks to operate signal Ethiopia’s growing attractiveness to international investors. In the tourism sector, the government is focusing on infrastructure upgrades, easing investment barriers, and promoting its rich heritage, making Ethiopia more accessible to global travelers.

“We’ve turned challenges into opportunities, expanding tourist destinations across Ethiopia,” said Dr. Endegena Abebe, State Minister of Tourism. He also highlighted the country’s push towards digitalization and EcoTourism, adding that the entry of Green Motion is a testament to the strength of the private sector and its role in Ethiopia’s economic growth. He noted that Ethiopia’s global visibility will be enhanced by Green Motion’s established reputation but emphasized the need for collaboration between the government and private companies to create jobs, foster a green economy, and develop innovative products.

The CEO of Green Motion Ethiopia, Bizuayehu Tadesse, sees a major shift in the car rental market, which was previously dominated by traditional services for global tourists. “With everything now digitized through our app, we’re not only improving the customer experience but also generating foreign currency, transferring knowledge, and creating jobs beyond Addis Ababa,” he told EBR.

Richard Lowden, Founder and CEO of Green Motion, shared his excitement about entering the Ethiopian market, noting that the country’s underdeveloped car rental sector presented a unique opportunity. “We saw a gap in the market, not because of a lack of demand but due to the absence of international brands,” he told EBR. “We took the leap, and now we’re proud to be part of Ethiopia’s journey toward modernization.”

While Ethiopia’s electric vehicle (EV) infrastructure is still in its early stages, Green Motion is committed to supporting its development. Lowden recalled the company’s experience in the UK, where it launched its first EV ten years ago when there were only 1,000 charging stations. “Today, there are nearly 50,000 charging points in the UK,” he said, emphasizing that the progress made in the UK demonstrates that similar success can be achieved in Ethiopia. In the meantime, Green Motion will offer hybrid vehicles as a bridge to full electrification, ensuring a practical and sustainable solution for the country’s evolving transportation needs.