The midday sun glints off the polished hoods of imported cars at Robimax Auto Trading Headquarters in Ganjoni, Mombasa County. Charles Robi, simply known to many as “Obama,” moves between the vehicles with the easy familiarity of someone who has built his empire from the ground up. But his story didn’t start in a gleaming showroom – it began on the dusty streets of Digo Road, selling biro pens and socks to passers-by.
“I never imagined I would one day own several dealerships,” Robi says, leaning against a sleek SUV, his voice carrying a mix of pride and gratitude. “It all started with a simple hustle, a lot of discipline and keeping my word with clients and partners.”
Humble Beginnings
Fifteen years ago, Robi was not a car dealer – he was a hawker with a small box of pens. When sales improved, he expanded to selling socks and a range of inner garments for men as a wholesaler to other hawkers. But the leap from street vending to the auto trade required courage – and a crucial helping hand.
In 2015, his wife handed him KSh 300,000, encouraging him to try something bigger. “My first unit was a gold-coloured Toyota Vitz,” he recalls, eyes lighting up at the memory and at times his eyes full of tears expressing mixed reactions of joy and perhaps sad history of resilience. “After selling it, I bought a Toyota Spacio. That was my first real step into the world of cars.”
But success did not come without lessons. Robi lost KSh 20,000 on a miscalculated purchase of a Mitsubishi Lancer. Worse still, a trip to Eastleigh, Nairobi, to buy stock for his wife’s shop turned into a nightmare when he was robbed of KSh 400,000, predicaments that turned his clouds totally dark with a glimpse of “almost giving up on life”.
“I had to sell one of my cars to compensate her business and keep it afloat,” he says quietly. “It was tough, but those setbacks taught me resilience and patience.”
Building blocks of an empire
With his savings depleted, Robi partnered with friends, pooling resources to purchase and sell cars while splitting the profits. Over time, he accessed microfinance loans, starting with KSh 300,000 and working his way up to KSh 1 million – a milestone that allowed him to handle multiple vehicles at once.
[A range of cars at one of the Robimax Auto Trading owned showroom in Mombasa, Kenya. Photo/Tom Fondo/Sept’ 01, 2025].
“Those loans were game-changers,” he says. “They gave me room to grow and helped clients see we were serious about business.”
Step by step, Robi expanded, founding several dealerships: Robimax Auto Trading (Haile Selassie), Robimax Auto Trading Ganjoni (Headquarters), Roki Motors, Baseline Auto Trading, and Kimax Motors Ltd.
Each branch carried a story – of partnerships, trust, and a relentless search for space to showcase an ever-growing fleet. “The Ganjoni Headquarters alone can hold around 35 units when full,” he notes proudly.
A Defining Moment
The defining moment came in March last year, when Robimax officially launched its Ganjoni Headquarters. Invitations were sent to 100 guests – friends, brokers and fellow dealers – but over 300 showed up.
“That launch changed everything,” Robi says. “It gave us visibility across Mombasa and beyond. People started talking about Robimax in a big way.”
The Robi way
Ask Robi what drives his business, and he answers without hesitation. “Discipline,” he says firmly. “Discipline in handling cash, discipline in dealing with people, and the humility to hold others’ hands so they can grow too.”
His Christian faith is also woven into his journey. He fellowships at Mombasa Jubilee Christian Centre (JCC) and co-founded the Marketplace Fellowship – a weekly gathering for car dealers, brokers and auto-spare traders.
“We started as 20 people. Now we have over 100 every Wednesday morning,” he says. “It’s about sharing ideas, networking and praying for the marketplace.”
Looking ahead
Today, Robi oversees more than 30 employees across his dealerships. His goal? To expand beyond Mombasa and create an even broader platform for clients and partners.
[Some of the staff posing for a photo at Robimax Auto Trading, a Car dealer company located in Mombasa, Kenya. Photo/Tom Fondo/Sept’ 01, 2025].
“The dream is to keep growing while maintaining the personal touch that brought us here,” he says, glancing around his bustling yard.
From biro pens to a car empire, Robi’s story is one of grit, vision and quiet faith – proof that with discipline and determination, even the smallest hustle can drive a man towards greatness.
