For years the Toyota Premio has been one of the most sought after used cars in Kenya. Known for its unbeatable reliability, smooth ride and easy maintenance the Premio was the go to car for many Kenyans looking for a reliable second hand vehicle.
But things are changing — fast.
A Trusted Name That’s Now Too Expensive?
Ask any Kenyan driver and they will tell you that Toyota is a brand that’s durable and fuel efficient — and the Premio has lived up to that reputation. It’s practical, comfortable and when it breaks down (which rarely happens) you can easily find spare parts in your neighborhood garage.
However that strong reputation has driven prices through the roof. Just a few years ago you could import a clean second hand Toyota Premio for around Sh1.3 to Sh1.6 million. Fast forward to 2025 and that same car is now going for Sh2.3 to Sh2.5 million — and in some cases even Sh2.7 million!
Buyers Are Walking Away
With such a huge price hike — nearly Sh1 million more in under five years — many potential buyers are now walking away. While the Premio still has great resale value more Kenyans are asking Is it really worth it anymore?
As a result demand for the Premio is dropping. Buyers looking for affordable second hand sedans are now looking at other cars that offer more value for money — even if they don’t hold their resale value as well.
Cheaper Rivals and Better Options
One of the top contenders stealing the spotlight is the Mazda Atenza. Sleek, modern and competitively priced the Atenza is proving to be a solid alternative. It comes with eye catching design, more tech features and stylish interior and exterior — things the Premio is now being criticized for lacking.
Some car buyers are even bypassing Japanese sedans entirely and looking at German brands. The likes of Volkswagen Passat and Mercedes-Benz C-Class are now within reach at similar price points especially for buyers who value performance, luxury and safety.
Expert Opinion: Has the Premio Lost Its Spark?
Auto content creator Erick Wokabi from Auto Konnect Kenya thinks the Premio has lost its charm.
“These cars (like the Atenza) have made the Premio look very plain and boring,” he said.
And he’s not alone. Many car buyers now feel that for its current price the Premio lacks basic features, especially when compared to newer cars. It has only two airbags, basic infotainment and minimal safety features — quite underwhelming when you’re paying over Sh2.5 million.
What Buyers Are Saying
Devan, a car shopper in Nairobi, summed it up perfectly:
“I’ve seen a Premio listed for Sh2.7 million. At that price, I’d rather add a little more and buy a Toyota Harrier, which comes with more advanced features and a luxurious feel.”
But not everyone is ditching the Premio. Some loyalists argue that its longevity and low maintenance costs still make it a better investment than flashier alternatives.
One motorist put it this way:
“I can drive a Premio for 8 to 10 years without it breaking down. And when I’m ready to sell, it’ll still fetch a good price. Can you say the same about a Mazda Atenza?”
Final Thoughts: Is the Premio Still Worth It?
The Toyota Premio may still be a dependable workhorse, but in a rapidly evolving used car market, price matters — and so do features, aesthetics, and perceived value. With more stylish and tech-savvy alternatives flooding the market at similar price points, the once untouchable Premio is losing ground.
Buyers today are more informed, and they want more car for their money. Unless Toyota addresses this gap in value, the Premio might continue to fade from its once-iconic status on Kenyan roads.