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Mureza Auto, the ambitious pan-African car manufacturer founded by Zimbabwean entrepreneur Tatenda Mungofa, is taking a groundbreaking step by relocating its headquarters and setting up a full-scale vehicle manufacturing plant in Zimbabwe. This move marks a significant milestone not only for the company but also for Zimbabwe’s broader aspirations to reindustrialize and emerge as a key player in Africa’s automotive future.
Building an African Brand from the Ground Up
Established with a bold vision to design and manufacture cars by Africans for Africans, Mureza Auto has aimed to offer a genuine alternative to imported second-hand vehicles that dominate African roads. After its launch in South Africa in 2018, the company now looks to anchor itself in Zimbabwe its founder’s homeland where it intends to solidify its identity as a truly indigenous African carmaker. Mureza’s goal is not just to assemble vehicles, but to create a full automotive value chain that supports local economies, skills development, and technological advancement.
Zimbabwe as the Strategic Base
The decision to establish operations in Zimbabwe is both strategic and symbolic. Zimbabwe’s central location in Southern Africa makes it ideal for regional distribution, while its historical legacy in auto assembly through Willowvale Motor Industries provides a strong foundation for revival. The country also offers access to skilled labor, abundant raw materials such as lithium for electric batteries and increasing government support for industrial growth. This move aligns with Zimbabwe’s National Development Strategy 1 (NDS1), which emphasizes local manufacturing, job creation, and import substitution.
Manufacturing Begins at Willowvale Motor Industries
Mureza has partnered with the iconic Willowvale Motor Industries (WMI) in Harare to commence assembly of its flagship model, the Prim8. Initially, vehicles will be assembled from semi-knockdown kits (SKDs), but Mureza’s long-term goal is to localize production of key components. The Prim8 is a compact five-door hatchback tailored for African drivers and conditions, featuring a 1.5-liter petrol engine that delivers 87 kW of power. Priced at around US$13,500, the car is designed to be both affordable and practical for urban commuters and first-time buyers across the continent.
Boosting Employment and Economic Revival
Mureza’s presence is set to inject life into Zimbabwe’s dormant automotive sector. The plant is expected to employ at least 1,000 people directly in its initial phase, while thousands more will benefit from the wider supply chain including logistics, retail, and maintenance services. Beyond employment, the company will also offer skills training in automotive engineering, manufacturing processes, and quality control contributing to Zimbabwe’s goal of building a knowledge-based industrial economy.
Strengthening Local Content and Supplier Networks
As part of its localization strategy, Mureza plans to gradually source parts like tyres, batteries, wiring systems, upholstery, and glass from local suppliers. This shift will stimulate small and medium enterprises (SMEs) involved in automotive components and reduce the country’s dependency on imports. Mureza has also committed to enforcing strict quality control measures and aligning its products with international automotive standards, positioning Zimbabwe as a regional exporter of vehicles in the long run.
Driving Into the Future with Electric Vehicles
In addition to petrol-powered models, Mureza is actively developing an electric version of the Prim8. The electric vehicle (EV) initiative is expected to leverage Zimbabwe’s lithium reserves, giving the country a strategic advantage in battery manufacturing. The company has announced plans to produce at least 50,000 EVs within the first five years and scale up to one million units within a decade. This transition to electric mobility is not only environmentally forward-looking but also economically transformative, opening up new sectors such as battery recycling, charging infrastructure, and renewable energy integration.
A Continental Vision Under AfCFTA
While Zimbabwe will serve as Mureza’s central hub, the company is rolling out a broader pan-African strategy supported by the African Continental Free Trade Area (AfCFTA). Micro-assembly plants are already being set up in Namibia and Senegal, with South Africa also serving as a key manufacturing and distribution point. Mureza’s goal is to develop a network of localized production facilities that reduce logistics costs and tailor vehicles to the preferences and road conditions of specific regions.
Government Support and National Significance
The Zimbabwean government has fully endorsed Mureza’s investment as a flagship example of homegrown industrialization. Through policy support, tax incentives, and infrastructure development, various ministries especially those overseeing industry, transport, youth empowerment, and innovation are working closely with the company to ensure its success. Mureza’s move is seen not just as a business expansion, but as a beacon of national pride and a testament to the potential of Zimbabwean entrepreneurship to lead regional transformation.
A New Era for Africa’s Automotive Sector
Mureza Auto’s establishment of its headquarters and plant in Zimbabwe is a powerful signal that Africa is ready to redefine its role in global industry from being a passive importer to becoming a capable, self-reliant manufacturer. The company represents the aspirations of a new generation determined to chart its own path, create dignified work, and produce quality products for its people. As vehicles begin rolling off the production lines in Harare, Mureza is not just making cars it’s making history.
