In Kenya, a unique business has emerged that transforms ordinary cars into mobile public address systems, capable of addressing thousands of people. This conversion, however, comes at a price, with costs varying considerably depending on the vehicle and equipment installed. The business, led by sound engineer and entrepreneur Kennedy Ndwiga, brings together sound engineering, metal fabrication, electrical wiring, and the installation of audio and video equipment.
Kennedy started his own sound business in 2017, after working at Credible Sounds, although his experience with campaign vehicle conversions dates back to 2007. The cost of converting a vehicle varies considerably, with Kennedy estimating that fitting a Subaru or Toyota Probox costs between Sh400,000 and Sh700,000. For larger SUVs, including Toyota Prados, Land Cruisers, and Pajeros, the cost ranges from Sh850,000 to Sh2.5 million.
The conversion process begins with designing a sound system around the vehicle and the client's requirements. Once the proposal and quotation are approved, the technical work begins, involving fabricating metal supports, installing necessary wiring, and mounting equipment. This includes speaker, signal, aerial, and power cables, followed by testing the system to ensure that everything works as required. Operators are also trained to handle the equipment.
A single vehicle can take up to four days to complete, with the team considering the additional weight and how it will be distributed to avoid compromising the vehicle's structure. Kennedy says they calculate the vehicle's maximum load before designing the mounting system, using crossbars to secure the equipment and transfer its weight to the chassis. The cost of individual components also varies, with a 10-inch speaker costing about Sh15,000, while a line-array speaker can fetch Sh170,000.
Politicians are the business's main customers for campaign vehicle conversions, ranging from aspirants seeking ward-level seats to those contesting higher elective positions. Kennedy estimates that his business converted between 100 and 150 vehicles during the 2022 General Election period. On profitability, he puts the business's margins at between 10 and 40 per cent before tax, with the actual return depending on the scale of the installation and the equipment used.
The business also serves customers beyond Kenya, including in Uganda, Tanzania, and South Sudan, with Tanzania being its largest regional market. Equipment is sourced from the United Kingdom and Italy, while mass production takes place in China. The company provides after-sales support, with a technician attending the client's first event after the vehicle is released to help operators familiarise themselves with the system.
While the business opportunity lies in turning ordinary vehicles into mobile entertainment and campaign platforms, the modifications can affect its resale value, insurance cover, and structural integrity long after the last campaign rally. Automotive expert and mechanic Cornelius Omweke says the resale effect largely depends on the intended buyer, with the business recommending servicing the installation after about two weeks, depending on how frequently the vehicle is used.
Key points
- The business converts ordinary cars into mobile public address systems for election campaigns, with prices ranging from Sh400,000 to Sh2.5 million.
- The business serves customers beyond Kenya, including in Uganda, Tanzania, and South Sudan.
- The modifications can affect the vehicle's resale value, insurance cover, and structural integrity.
