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Huaxing Auto: Choosing the Right Gateway to Africa’s EV Market
Swinder Janda and Charles Atadze
Department of Marketing, Kansas State University, USA
Volume 21: 2026, pp. 00-00; ABSTRACT
This fictional case examines Huaxing Auto, a mid-sized Chinese electric vehicle (EV)
manufacturer, as it evaluates entry into the African market. The decision centers on selecting the
most suitable entry country among Nigeria, Kenya and Botswana. Each country presents distinct
advantages in terms of market size, infrastructure readiness, policy support and regional integration
through economic blocs such as ECOWAS, EAC, and SADC. Students are required to analyze
macroeconomic indicators, infrastructure constraints, and regional trade frameworks to determine
the optimal market entry strategy. The case also raises strategic considerations regarding entry
mode; specifically, whether Huaxing should export vehicles or pursue foreign direct investment
through local assembly. The case is grounded in real-world data on African EV market conditions
as of 2026 and introduces students to the challenges and opportunities of emerging-market
internationalization.
Keywords: emerging markets; Africa; EV; market entry.
The Americas + Rest of World
ONLINE PAYMENT.: Open on Volume completion
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