Tokyo-based startup Cordia Directions Inc., the force behind Kenya’s digital used car platform Peach Cars, has secured $11 million in its latest Series A funding round. This investment, the largest ever in Africa’s mobility sector at this stage, aims to deepen Peach’s footprint across East Africa and develop what it calls “a new infrastructure of trust” in African mobility. The round is led by Suzuki Global Ventures, alongside strategic contributions from the Japan Bank for International Cooperation and Gogin Capital, with significant backing from The University of Tokyo Edge Capital Partners.
A Trust-Centered Approach to a Fragmented Market
Peach Cars tackles the longstanding trust deficit in Africa’s fragmented and informal used car market by introducing technology-driven transparency and reliability. The platform leverages advanced vehicle inspections, real-time appraisals, transparent pricing, embedded financing, and secure after-sales services to create an end-to-end seamless car buying and selling experience. Through its Kenyan subsidiary Peach Tech, the company has already empowered thousands of users to transact vehicles online without the interference of middlemen, guesswork, or corrupt practices.
Founders’ Deep Regional Insight and Japan-Backed Quality Standards
Founded in 2020 by Kaoru Kaganoi and Zachary Petroni—who both bring hands-on experience from sub-Saharan Africa’s mobility sector—Peach Cars was born from firsthand exposure to the inefficiencies and risks in Kenya’s used car market. The company’s solution is modeled on rigorous Japanese automotive quality control systems, featuring a 225-point inspection engine benchmarked against Japan’s standards. This is especially relevant since 80% of Kenya’s used vehicles are imported from Japan, making this high standard a natural fit for ensuring vehicle quality and consumer trust.
Innovative Financing and Market Impact
By integrating credit scoring and loan pre-approval directly into its platform, Peach is reducing inventory turnover and delivering reliable vehicles with unprecedented transparency. This comprehensive approach has drawn the attention of international investors eager to back the next wave of Africa’s digital transformation. Mike Sarchet, Senior Director at Suzuki Global Ventures, highlighted Peach’s “customer-first” ethos and the strategic importance of entering Africa’s burgeoning automotive economy, which Suzuki views as its “next India.”
Strategic Significance of Key Investors
Suzuki’s investment aligns with its ambition to capture a growing share of Africa’s automotive market, projected to more than double by 2030. Meanwhile, the Japan Bank for International Cooperation’s participation marks its first investment in an African startup, underscoring the strategic linkage between Japan’s startup ecosystem and emerging markets. JBIC emphasized the enormous growth potential of African markets and lauded Peach’s unique combination of local expertise and global standards to build scalable, trusted systems.
Beyond a Marketplace: Building a Mobility Infrastructure
Unlike competitors focused solely on listings or financing, Peach aspires to become an essential part of Africa’s entire vehicle lifecycle—from purchase to maintenance and beyond. The company generates revenue not just through transaction fees but also via inspection charges, ownership transfers, secure vehicle handovers, spare parts logistics, digital paperwork, and embedded auto loans. COO Zachary Petroni described the platform as a “lifelong car ownership” solution built on trust, data, and customer care, with the new funding poised to accelerate these ambitions.
Expansion Plans and Future Vision
With fresh capital, Peach intends to expand beyond Nairobi to other Kenyan cities, open regional offices and inspection hubs across East and Sub-Saharan Africa, and grow its engineering and product teams to speed innovation. Plans also include launching logistics and parts procurement services, along with continuous investment in tools designed to enhance consumer confidence and reduce transaction friction. Kiran Mysore, Principal at UTEC, praised Peach as a rare example of a company combining operational excellence with long-term vision and strong product-market fit.
In a market often marked by rapid but unsustainable growth, Peach Cars is betting on disciplined scaling rooted in localized innovation and operational integrity. Founder Kaoru Kaganoi emphasized that African consumers demand better, not cheaper or broken solutions, and Peach is committed to delivering a trusted service that respects their investment and builds confidence. With $11 million in funding and backing from a powerful cross-continental coalition of investors, Peach is not just building a marketplace—it is pioneering a new model for digital infrastructure that could reshape Africa’s automotive and mobility landscape for years to come.