Mekelle/Tel Aviv/Nairobi/Pretoria/London
By Staff Reporter
Abri Motors, a subsidiary of Abri Business Group, has unveiled a new tourism promotion campaign in partnership with TikTok creator Adonay, marking another step in the company’s broader expansion into electric mobility, service delivery, and public engagement initiatives.
The program, titled “Let’s Discover Our Country with Adonay,” is designed to highlight Ethiopia’s cultural and natural attractions through a series of nationwide tours using private jets, vehicles, horseback riding, and other modes of travel. The company says the effort aims to boost domestic tourism and leverage digital platforms to reach a younger audience.
Announcing the initiative, Abri Motors CEO W/ro Abrehet Ayele said the campaign reflects the company’s “strong national vision” and its commitment to connecting innovation with community development.
She emphasized that Abri Motors intends to play a wider role not only in modern mobility but also in promoting Ethiopia’s image and economic potential.
The launch comes as the company expands its automotive presence with a new branch in Mekelle and additional customer-focused vehicle services. Having built more than 18 years of experience in sectors including healthcare, telecommunications, and import–export, Abri Business Group is now pushing toward local electric vehicle assembly. The company says this shift is part of a long-term strategy to empower youth and women by creating new, technology-driven opportunities.opportunities
Abri Motors currently offers a range of electric vehicle models at competitive prices with no down-payment required an approach the company says is intended to make EVs more accessible to individuals, taxi associations, and diaspora buyers. It is also preparing to introduce EV charging systems and a new taxi service app to support the market transition.
In addition to its EV initiatives, Abri Motors recently signed an agreement with Hunan Zoomlion International Trade Co., Ltd. and the Commercial Bank of Ethiopia (CBE) to supply construction machinery and agricultural equipment under a 30/70 credit arrangement, opening additional avenues for customers seeking heavy-duty equipment.
Company representatives say the tourism partnership with Adonay aligns with Abri Motors’ efforts to strengthen brand visibility while contributing to Ethiopia’s broader development goals. The campaign is expected to roll out in phases, showcasing destinations across the country as part of a growing outreach strategy.
