A politician’s campaign vehicle is rarely just a means of transport. With speakers mounted on its roof, cables running through its interior and sound equipment fitted into its boot, an ordinary car can be transformed into a mobile public address system capable of addressing thousands of people.
The conversion, however, comes at a price. Depending on the vehicle and the equipment installed, turning a Subaru or Toyota Probox into a campaign sound system can cost hundreds of thousands of shillings, while more elaborate installations on high-end SUVs can run into millions.
For sound engineer and entrepreneur Kennedy Ndwiga, this is a business that brings together sound engineering, metal fabrication, electrical wiring and the installation of audio and video equipment.
‘I’ve been in this field for the past 17 years,’ he says.
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. Kennedy estimates 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 more expensive installations come with additional features, including video and audio transmitters, internet connectivity and digital mixing consoles. These allow campaign teams to relay sound and video beyond the immediate gathering.
‘A standard system that can cover a crowd of maybe 2,000 to 5,000 people will cost you around Sh1.4 million. Premium is Sh2.5 million. It can serve a crowd of up to 7,000 people,’ he says.
These are estimates, Kennedy cautions, with the final quotation depending on the client’s budget, the vehicle and the equipment selected.
The conversion
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.
‘After the client has approved our quotation, we start with the installation,’ Kennedy says.
The team fabricates metal supports, installs the necessary wiring and mounts the 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.
The installation requires more than simply mounting speakers on a vehicle. The team must consider 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. Crossbars are used to secure the equipment and transfer its weight to the chassis.
The cost of individual components also varies. A 10-inch speaker, for instance, costs about Sh15,000, while a line-array speaker can fetch Sh170,000.
The clientele
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, although he does not have an exact figure.
On profitability, he puts the business’s margins at between 10 and 40 per cent before tax. The actual return, however, depends on the scale of the installation and the equipment used.
Like many businesses working against tight deadlines, the company faces pressure from clients who want their vehicles ready at short notice.
‘The biggest challenge that we face is time. The client comes and tells us, ‘Tomorrow I need the vehicle,” he says.
Payment is another concern. Kennedy says the business has encountered customers who presented fake cheques, prompting it to insist on full payment before releasing completed vehicles.
‘Our rule is that we cannot release the vehicle until it’s done,’ he says, referring to full payment.
Beyond election campaigns
Although political campaigns provide a significant market, they account for only part of the business.
Kennedy identifies churches as another major customer segment, alongside clubs, recording studios, schools, disc jockeys and event organisers.
The diversity of clients helps the business maintain activity outside election periods, when demand for campaign vehicle installations can fluctuate.
The company employs 23 people in its workshops and has a further 12 casual workers. Kennedy estimates that referrals account for about 90 per cent of its customers, with the remainder coming through social media.
‘Most of our clients are from referrals,’ he says.
Serving regional market
The business also serves customers beyond Kenya, including in Uganda, Tanzania and South Sudan. Tanzania is its largest regional market, according to Kennedy.
Equipment is sourced from the United Kingdom and Italy, while mass production takes place in China.
Importantly, the equipment does not necessarily become redundant once an election is over. Kennedy says some clients dismantle and store their systems for use during the next General Election.
Others retain them after winning elective positions, while some donate the equipment to churches and other organisations.
The company also provides after-sales support. A technician attends 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 may 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.
‘If they are buying it specifically because it is modified, the price is maintained. But if it is for private use, the value goes down because the modifications have to be removed,’ he says.
The business recommends servicing the installation after about two weeks, depending on how frequently the vehicle is used.
‘The servicing is free, unless there’s something that’s broken,’ he says.
The caution behind the conversion
While the business opportunity lies in turning ordinary vehicles into mobile entertainment and campaign platforms, the modifications can have consequences long after the last campaign rally.
The added equipment, electrical alterations and physical changes to the vehicle may affect its resale value, insurance cover and structural integrity. What serves a politician during an election season may not necessarily appeal to the next person looking for a private vehicle.
Automotive expert and mechanic Cornelius Omweke says the effect largely depends on the intended buyer.
‘If they are buying it specifically because it is modified, the price is maintained. But if it is for private use, the value goes down because the modifications have to be removed,’ he says.
Cornelius warns that the implications go beyond the appearance of the vehicle, particularly where extensive electrical modifications have been carried out.
Installing additional components such as inverters and onboard generators, he says, can introduce electrical risks, including the possibility of fire. Such alterations may also complicate efforts to secure comprehensive insurance cover.
‘If you take it to the insurance company, they might not take it comprehensive because you have modified a lot of things, including the electricals,’ he says.
The physical installation can also leave permanent marks. Omweke says technicians may drill into parts of the vehicle and alter interior fittings to create room for equipment and route cables.
Vibrations from powerful public address systems can cause interior components to rattle, while the additional weight of speakers and other equipment may place strain on the vehicle. In some cases, he says, this can contribute to structural problems such as roof sagging.
For vehicle owners, the decision to convert a car into a campaign sound system therefore requires more than considering the initial installation cost.
The potential expense of reversing the modifications, the implications for insurance and the vehicle’s eventual resale value are also worth factoring in.