In the context of a global economic crisis triggered by the Covid-19 pandemic, the CFAO Group, with a 170-year history on African soil, chose to expand its presence into the Mozambican market. The primary aim of this decision was to stimulate the growth of the local automotive sector, aspiring to a leading position. Over two years, the company reached and exceeded its goals, establishing itself in the market. Heading CFAO Motors Mozambique, the official Toyota representative in the country, the company stands out for offering new vehicles and excellent after-sales services to the brand's customers. In addition, the company is the official distributor of prestigious brands such as Hino and Suzuki, showing its versatility and commitment to quality.
In conversation with Xonguila, Henrique Bettencourt, Managing Director of the firm in Mozambique, shared valuable insights into the positive impact of CFAO Motors' entry into the local market, the competitive dynamics they face and future prospects. They view their prominent position in the market with good sense and humility, recognising it as the result of collective effort and customers' trust. That position is not seen as an end goal, but as an incentive to keep evolving and to overcome new challenges.
Founded in 1852 and present in 37 of Africa's 54 countries, CFAO employs more than 21,000 people in various sectors, from automotive to healthcare and infrastructure. Since 2012, the majority of its capital has been held by TTC (Toyota Tsusho Corporation), underscoring its close link with the renowned Toyota group. The multinational's presence in Mozambique, specifically in the mobility sector since 2021, underlines its commitment to contributing to the country's sustainable development.
The key to standing out in a competitive market
To stand out in a competitive sector such as automotive, it is important to combine skills, experience and a clear strategy, an understanding that has helped the CFAO Motors Group to position itself remarkably well in Mozambique. The strategy adopted by the company, centred on product quality, improving customer service, valuing local talent and the constant training of its staff, has played a crucial role in this success story.
The introduction of the Toyota product to the Mozambican market, with pricing and availability adjusted to local needs, was the first cornerstone of this strategy. Alongside this, the focus on a superior customer experience, the restructuring of the team with highly skilled Mozambican professionals and the continued investment in training stand out as fundamental pillars that have driven the company to a level of excellence. The commitment to innovation is also highlighted as one of the distinguishing features of CFAO Motors Mozambique, whose aim is to offer solutions suited to both individual consumers and businesses, thus contributing to the advancement of mobility services in the country.
In this context, artificial intelligence and new technologies are emerging as tools to support the business, although the company holds a strong conviction in the primacy of the human element over the machine. The recognition of the importance of technology, without neglecting the invaluable worth of human resources, reflects the company's philosophy. Technology, however advanced, complements but does not replace the expertise and dedication of professionals, from mechanics to customer service managers. This humanised approach, combined with innovation and a well-defined strategy, reinforces CFAO Motors' position as a market leader and as an entity committed to the progress of the automotive sector in Mozambique. This year will see the start of construction of a new, modern headquarters, due for completion in 2026, a project that symbolises the company's commitment to innovation and sustainable growth, an important milestone in its evolution.
The potential of natural gas to energise the automotive sector
The automotive industry in Mozambique has grown remarkably, partly thanks to the active involvement of the CFAO Motors Group, together with the competitive dynamics of the market. This competitive environment, it is observed, contributes positively to the dynamism of the market. The group's arrival in Mozambique has not only accelerated the growth of the sector but has also introduced a wide range of experiences and best practices from the African automotive market.
With the imminent exploitation of Liquefied Natural Gas (LNG) in Cabo Delgado, a turning point is anticipated for the local automotive industry. Confidence in Mozambique's future is robust, and the company is readjusting in order to make its presence felt in this new stage of the country's development. The last year has already proved to be one of expansion for the automotive sector, and the expectation is that the growth trend will continue in the coming years, especially with the start of gas production. This natural resource is seen as a catalyst that will drive not only the automotive industry but also the Mozambican economy on several fronts. Toyota, represented by CFAO Motors, stands out as a brand with a strong presence in this context, particularly linked to the mining sector. With an eye on emerging opportunities, the company plans to expand its network, establishing new sites in Palma, in Cabo Delgado, and in Vilanculos, in Inhambane province. This expansion strategy aims to bring the company even closer to its customers, strengthening the brand's presence and boosting its role in the development of the automotive sector and in the Mozambican economy as a whole.
Driving sustainable innovation
In line with the CFAO Group's commitment to contributing positively to the communities where it operates, the company, in collaboration with Xonguila magazine, created the "Entrepreneurship Challenge", an initiative that aims to stimulate creative and innovative solutions in the field of sustainable mobility and road safety. The competition will select ten projects for public presentation, giving participants the opportunity to showcase their ideas. The projects chosen will be promoted in the issues of Xonguila magazine and on its digital channels from February to November, thus ensuring wide exposure.
"Entrepreneurship Challenge", besides highlighting innovation in the sector, opens the door for the most promising entrepreneurs to be admitted to the 'Mobility 54' funding programme, a group initiative dedicated to supporting African entrepreneurs in CFAO's fields of activity, including mobility. Currently, Mobility 54 supports 16 projects in different African countries, still awaiting the inclusion of Mozambican initiatives. That may change with the "Entrepreneurship Challenge", which presents itself as a launchpad for revolutionary ideas that address urgent environmental issues and the need for innovation in the automotive sector.
The call to young entrepreneurs is clear: submit proposals that not only respond to the demands of a constantly evolving market, but also contribute to mitigating the impacts of climate change, a problem that affects Mozambique greatly. The vision and energy of young people are essential in the search for a more sustainable and responsible future. This joint effort between CFAO and Xonguila underlines the importance of investing in the new generations, encouraging them to develop solutions that protect the planet and secure the wellbeing of future generations.
