Super Metro SACCO is widely regarded as the best matatu SACCO in Kenya due to its professionalism, discipline, safety standards, and customer service. It has successfully positioned itself as the most reliable public transport provider in Nairobi and its environs, setting it apart from the chaotic and often unregulated matatu industry.
However, that reputation is rapidly taking a massive hit.
On March 11, 2025, a passenger, Gilbert Thuo Kimani, lost his life in a horrifying incident involving one of its buses. A Super Metro conductor reportedly threw out a passenger from a moving vehicle leading to his death, allegedly the dispute was about Ksh30 fare balance.
This incident has sparked a major public outrage and exposing deep-seated issues within both the company and the matatu industry at large.
Super Metro’s response to the incidence is a textbook case of how not to handle a crisis. Delayed statements, denial, and a lack of genuine accountability which only made things worse.
Now, the company faces an uphill battle to regain public trust. Is recovery is possible? Yes, here’s my take on what the Sacco needs to do.
Where Super Metro Went Wrong
Handling a PR crisis is about three things: speed, accountability, and transparency. Super Metro missed the mark on all three, plus a forth one. Let’s break them down:
- Silence when it mattered most – The company took too long to respond, allowing speculation and misinformation to spread. In today’s hyper-connected world, if you don’t control the narrative, someone else will—and usually not in your favor.
- Denial and defensiveness – When Super Metro finally broke its silence, it did so with a dismissive response, downplaying the claims and shifting blame. Instead of calming the storm, this only added fuel to the fire.
- Lack of immediate accountability – The fact that the crew involved initially disappeared made it seem like the company was more concerned with covering its tracks than taking responsibility.
- Zero emotional intelligence – The initial statements lacked any real empathy for the victim’s family and the general public. People don’t just want facts; they want to know that you care.
These missteps turned a tragic incident into a full-blown crisis of trust. Now, Super Metro has no choice but to embark on serious damage control.
How Super Metro Can Fix This
Reputation is not just about what you say, it’s about what you do. If Super Metro wants to regain public confidence, they need to go beyond damage control. They need real change. Here’s what Super Metro must do:
1. Own the Mistake and Apologize Properly
No half-baked corporate jargon. No vague “we regret the incident” nonsense. A real, heartfelt public apology is needed — one that acknowledges what happened, takes full responsibility, and expresses genuine remorse. A direct statement from top leadership would go a long way.
2. Take Visible, Meaningful Action
- Suspend and investigate the crew – Not as a PR stunt, but as a genuine step towards accountability. If anyone is found negligent, they need to face the consequences as per the law.
- Support the victim’s family – Whether it’s financial assistance, legal help, or simply standing by them, Super Metro needs to show they care beyond just words.
3. Fix Internal Problems Before They Become Another Scandal
This incident didn’t happen in a vacuum. It exposed serious issues within Super Metro’s operations. Now’s the time to address them:
- Mandatory safety training – Every driver and conductor needs to undergo proper training on customer service, conflict de-escalation, and passenger safety. These trainings needs to be publicized as much as possible.
- A strict code of conduct – Clearly outline what’s expected from employees and enforce strict penalties for violations.
- A safety audit – Super Metro should work with independent safety experts to overhaul its policies and practices.
4. Rebuild Public Confidence Through Transparency
Silence and secrecy are no longer options. The company needs to communicate openly and regularly with the public:
- Provide frequent updates on safety improvements.
- Make investigation findings public to demonstrate accountability.
- Engage with stakeholders—passengers, regulators, and the media—rather than hiding behind closed doors.
5. Implement Smart, Tech-Driven Solutions
Technology can help prevent future tragedies and improve service:
- CCTV cameras inside all buses – Not just for security but also for ensuring staff accountability.
- Emergency alert systems – A simple button or app passengers can use to report safety issues in real time.
- Cashless fare payments – A digital system would eliminate disputes over change and ensure transparency.
6. Become a Force for Industry-Wide Change
If Super Metro truly wants to restore its name, it shouldn’t just clean up its own house — it should lead the way in transforming Kenya’s matatu sector. Pushing for stricter industry regulations, better passenger rights protections, and improved public transport standards would show real leadership.
Super Metro’s reputation won’t be fixed overnight. But if they take bold, meaningful steps, they can emerge stronger. In fact, they have an opportunity here — not just to recover, but to lead.
If they do this right, Super Metro can turn this crisis into a defining moment. A chance to prove that they’re not just another matatu SACCO but a brand that values safety, integrity, and accountability.
The public is watching. Now it’s up to Super Metro to decide what story they want to tell next.
