Jamaican motorists are expected to benefit from greater affordability and a wider choice of new vehicles as regional dealership CarJamaica expands into the local automotive market with the introduction of models from French automaker Renault and South Korean brand KGM.

The move comes as competition intensifies in the rapidly evolving motor vehicle market, in which an increasing number of international brands — particularly from Asia — continue to vie for a greater portion of local market share, currently dominated by Japanese and European models.

According to Brent Murphy, CEO of Caribbean Automotive Retailers (CAR) and Caribbean Automotive Network (CAN), the influx of new entrants will ultimately work in favour of consumers who are set to benefit from increased choices and more competitive prices.

“Who benefits from competition? The consumer,” Murphy told the Jamaica Observer at CarJamaica’s recent official launch held at its new Lady Musgrave Road showroom situated inside of the Roger’s Commercial Centre.

“The more competitive a market becomes, the more choices customers have, and manufacturers have to remain competitive with their pricing,” he added.

The new 4,900-square-foot showroom and customer experience centre forms part of a multi-million-dollar investment that also includes service facilities, vehicle inventory, and regional parts distribution capabilities.

Murphy, noting Jamaica as an important part of CAR’s expansion plan, said its fast-rising status made it a natural fit for the regional dealership.

“When we started the business, our vision was to build a Caribbean company for Caribbean people, and Jamaica is an important step in regionalising our company because it is the largest automotive market in the region outside of the Dominican Republic,” he also said.

CEO Brent Murphy shares in a photo with members of the CarJamaica management team during the company’s official launch event held on June 27, 2026. From left are Mellisa Bailey, general manager, and Joelle Lazarus, regional manager for CarJamaica.

CarJamaica, officially launched locally last November, now joins the group’s operations in Trinidad and Tobago and Barbados, with Guyana slated to become its next market later this year.

Murphy said the decision to introduce Renault and KGM was driven by a desire to diversify the company’s portfolio while offering customers vehicles with distinct value propositions.

“Renault is a stylish, economical French brand, while KGM is a modern, technology-driven Korean brand, so it’s about offering different choices that suit different lifestyles and budgets,” he noted.

Renault’s local line-up comprises models such as the Kwid, Kiger, and Triber, priced from just under $3 million to approximately $4.7 million. KGM’s SUV range — including the Torres, Actyon, and Rexton — starts at about $6 million and extends to roughly $9.5 million. KGM, formerly SsangYong, was acquired by South Korea’s KG Group in 2022.

Although only recently launched, Murphy said both brands have generated encouraging market interest, with Renault already recording deliveries with financing applications now being processed across the brand’s range.

“We’ve seen a lot of interest in both brands,” he noted.

Murphy further said that while Chinese manufacturers have dominated recent headlines as they expand into right-hand-drive markets such as Jamaica, consumers are increasingly looking for greater diversity in vehicle offerings.

“Many of these brands already existed in Central America and other markets. The shift to right-hand-drive production has, however, simply opened up more opportunities for markets like Jamaica,” Murphy added.

STEWART LECHLER… in adding French and Korean brands we have been allowed the opportunity to simply give Jamaicans more choices

Tight-lipped on the level of investment to date and measuring success purely by sales volumes, Murphy said CarJamaica intends to differentiate itself through customer service.

“We don’t need to sell 10,000 cars — our objective is to make sure customers are happy and help them find the right vehicle, even if it isn’t one of ours,” he said.

Backing the venture is Stewart Automotive Group, whose family is among the principal Jamaican shareholders in CarJamaica.

Jacqueline Stewart Lechler, managing director of Stewarts Auto Sales Limited, said the partnership, which began taking shape in 2022, reflects a shared vision of building a stronger regional automotive business while expanding options for Jamaican consumers.

“We wanted to do business across the Caribbean and so did they. In adding French and Korean brands we have been allowed the opportunity to simply give Jamaicans more choices,” she said to the Business Observer.

Stewart Lechler said that while the Stewart’s Automotive already distributes premium European marques and Chinese makes via GWM, CarJamaica broadens the range of brands and price points available to buyers.

“At the entry-level price point, you’re able to attract customers who perhaps didn’t consider buying a new vehicle before,” she said.

“We have another brand coming up, but all I’m going to say right now is that ‘X marks the spot’,” she added.