Management Team

Arvinder Reel

Managing Director

Arvinder Reel has extensive experience in the automotive industry spanning over 29 years. He has held various positions with increasing responsibilities in local and regional operations, including Zambia, Malawi and South Africa. He took up his current role as Managing Director becoming the first Kenyan to hold the title in 2017. Arvinder Reel sits on the board of directors for CFAO Mobility Kenya Limited (formerly Toyota Kenya Limited and DT Dobie Limited) and Loxea Limited. He is an innovative, dynamic & results-orientated professional with extensive experience and proven success in finance and auditing roles, he has successfully been able to direct and demonstrate extensive business, managerial & motivational skills to attain administrative effectiveness and achieve organizational goals.

Arvinder’s main drive is to be able to successfully lead and achieve world class standards through strategic thinking while respecting different views, personalities, races, cultures, religion and languages.

Joshua Anya

Deputy Managing Director

Joshua joined Toyota Kenya in 2009 and has accumulated over 30 years of experience in the automotive industry, holding a variety of roles throughout his career. He is a distinguished business leader with exceptional interpersonal and leadership skills, consistently delivering outstanding service to customers, business partners, and teams within the automotive sector.
Joshua has demonstrated success in managing operations within dynamic environments and possesses comprehensive expertise in sales, aftersales, people management, business processes, and customer service. During his 13-year tenure with CFAO Mobility, Joshua has undertaken several significant roles, including serving as Chief Operating Officer from July 2019 to July 2022. He currently holds the position of Deputy Managing Director

Simon Faraldo

Financial Director

Josephine Bekoe

General Manager
Human Resources

Josephine Bekoe’s wealth of experience spans different sectors and continents. She has previously worked for major telecommunications, aviation, retail, and gaming companies in the United Kingdom.

Josephine joined the CFAO group in 2012 as Deputy Manager Human Resources. She worked across the FMCG and Equipment divisions before going on to become the Human Resources Manager of CFAO Motors Ghana.

In 2020, she joined the CFAO Headquarters team as Regional HR Manager for East and Southern Africa South Africa, AMS (Africa Mobility Solutions) Middle East and AMS South Africa, a position she successfully held till her appointment in 2023 as the General Manager of Human Resources in CFAO Mobility Kenya.

Daniel Maundu

General Manager
Toyota National Sales

Daniel brings nearly 30 years of diverse experience across industries, including roles as Export & Countertrade Manager in the automotive sector, Regional Manager for a major airline, and Managing Director in logistics and transport. Joining CFAO Mobility in 2018, he advanced from Branch Manager of Uhuru Highway to General Manager for National Sales. In his current role, Daniel leads Toyota brand sales operations across Kenya, focusing on market share growth, revenue enhancement, and customer satisfaction. Known for his expertise in team-building and navigating economic challenges, he oversees key departments such as Corporate/Fleet Sales, Government Sales, Dealer Sales, and more.

Daniel’s blend of extensive experience, unwavering dedication, and industry expertise has earned him the role of Head of Toyota National Sales. He is committed to excellence, ensuring his team consistently strives for and achieves the highest sales performance.

Washington Kinya

General Manager
Corporate Planning And Communication

Washington Kinya has a wealth of experience in the FMCG and automotive sectors. In 2010, he joined the Toyota Tsusho Corporation Group, where he has played a significant role in sales and marketing within the automotive industry across Eastern Africa. His career has taken him to various East African countries, and he has held several key positions before being appointed General Manager of Corporate Planning and Communications.

In his current role, he is responsible for setting CFAO Mobility’s long, mid, and short-term goals, objectives, and strategies. He is dedicated to building and maintaining relationships with both internal and external stakeholders, ensuring that all communications align with the company’s strategic goals. Washington oversees the corporate planning, marketing, and customer relations departments, driving the company’s vision and mission forward.

Julien Pioger

General Manager
Equipment

Julien Pioger is an accomplished professional with over 20 years of experience in the automotive and equipment sectors across Africa. As the current General Manager of Equipment at CFAO Mobility Kenya, Julien excels in steering business growth and overseeing large-scale operations. His career includes significant roles at recognised Trucks and Equipment brands, showcasing his expertise in international business development, commercial vehicles, and construction equipment.

Julien’s notable achievements include successfully launching operations in fast growing markets like Equatorial Guinea and DRC. Julien combines academic prowess with practical experience, enabling him to approach his role today with substantial experience and skill.

Anderson Odero

General Manager
Network And Aftersales

Anderson Odero began his career in the FMCG industry, gaining 13 years of hands-on experience in distribution (route to market) and retail execution. During this time, he established a strong track record in managing and developing relationships with wholesalers, retailers, and third-party partners.

In 2017, he transitioned to the automotive industry, joining CFAO Mobility Kenya as the Network Manager. He held this position until 2020, after which he moved to the Uhuru Highway Branch to serve as the Branch Manager. In 2023, Anderson was appointed General Manager of Network and Aftersales, where he oversees CFAO Mobility’s extensive network of branches, dealers, and authorized service centers.

Sarfraz Premji

General manager
Sinotruk & Hyundai(Truck & Bus)

Sarfraz has been an integral part of CFAO Mobility Kenya, he joined the group in 2006 and witnessed the merging of companies. He is currently leading as General Manager for Hyundai Truck & Bus and Sinotruk. With a career in the automotive industry beginning in 1993, Sarfraz offers extensive expertise and a proven track record in driving growth and operational success. Sarfraz’s leadership has been instrumental in reinforcing the company’s market position and fostering long-term relationships in the automotive sector.

His vast and varied experience in the automotive field has been a cornerstone of his success, leading him to this position and showcasing his profound expertise and leadership abilities.

Idrissa Diagne

General Manager Mercedes Benz, Suzuki and VW

Idrissa brings extensive experience in the automotive industry across Africa. He joined CFAO Group Headquarters as Brand Manager, where he oversaw several international automotive brands across African markets and led commercial strategy, network development and manufacturer relations.
Prior to that, he worked for Renault Trucks as Business Developer for East Africa, supporting network expansion and local assembly development initiatives.
He currently serves as Multibrand General Manager for Suzuki, Mercedes Benz and VW at CFAO Mobility Kenya.

Nicolas Ruffier Des Aimes

Head of BYD, Deputy CEO Mobility 54

Nicolas Ruffier des Aimes brings extensive experience in mobility, agribusiness, fast-moving consumer goods, strategy and investment across African markets. He currently serves as Deputy CEO of Mobility54, Toyota Group’s corporate venture capital arm focused on mobility investments across Africa and as Brand Manager for BYD electric vehicles.

Prior to his current role, Nicolas served as Director at Mobility54. Before joining Mobility54, he held several leadership positions at CFAO, including Managing Director of CFAO Agri, Director of Operations for CFAO Agri, and Development Manager for CFAO FMCG & Agri.

His experience spans strategy, business development and operational leadership, with a strong focus on supporting business growth and development across African markets

Gerald Libeau

National Equipment Aftersales Manager

Gerald has over 30 years of experience in the automotive and oil field industries, with a strong background in equipment and aftersales. His career has included senior roles at notable organizations such as Renault Trucks across Southern and Eastern Africa, giving him broad expertise in commercial equipment and technical services.
He has been in the CFAO Group for over 15 years, holding roles in various countries including Ivory Coast, Cameroon and now Kenya. In his current position as the National Equipment Aftersales Manager at CFAO Mobility Kenya, he is driven by a commitment to customer-centered service and building operations that consistently deliver for clients.