RIDE has been named the Most Admired Ethiopian Brand at the Africa’s Best Brands Award, a recognition that reflects the growing influence of technology-driven transport services in Ethiopia. For a company that introduced electronic taxi services to the market more than a decade ago, the award signals continued growth and stronger confidence in digital mobility solutions.
Presented during a ceremony held at the Economic Commission for Africa (ECA), the recognition highlights the progress of one of Ethiopia’s most recognised transport technology companies and points to the increasing importance of local businesses that are solving everyday challenges through innovation.
The recognition is expected to strengthen confidence in Ethiopia’s growing digital transport sector while supporting RIDE’s expansion ambitions across the country and beyond. For customers, businesses and transport operators, the achievement also reinforces trust in technology-based services that improve convenience, accountability and access to transport.
Founded in 2014 under Hybrid Designs PLC by Samrawit Fikru, RIDE entered the market with a vision to make transportation in Addis Ababa safer, more affordable and more convenient through technology. By registering the RIDE brand name and trademark with the Ethiopian Intellectual Property Authority in 2014, the company became a pioneer in Ethiopia’s electronic taxi service sector.
Over the last 11 years, RIDE has built its reputation as one of Ethiopia’s leading transport platforms, expanding from passenger transport into food delivery and related services. The company said the award reflects the trust customers and partners have placed in the brand over the years and strengthens its commitment to continue leading the market.
In a statement following the recognition, the company thanked customers, supporters and business partners for helping build the brand and said it plans to continue expanding across Ethiopia and into other African markets. Such expansion could increase access to safer transport services while creating new business opportunities in mobility and logistics.
Strengthening Transport and Business Efficiency
RIDE’s growth has extended beyond ride-hailing services. Over the years, the company has introduced digital systems designed to help both individual customers and businesses manage transportation more effectively.
Its trip reporting and finance-tracking tools have become important for businesses that need to monitor transport spending and manage budgets in real time. By improving visibility into transport costs, the systems have supported accountability and transparency for organisations that rely on regular mobility services for staff and operations.
The company says its mission is to provide safe, reliable and fast transportation services across Africa to improve quality of life and connect people to opportunity. This broader focus positions RIDE not only as a transport company but as part of a wider effort to improve access, productivity and movement within cities.
Its long-term vision is to become a global player in the transport industry while maintaining a strong focus on Africa. Through this approach, the company aims to connect more people to economic opportunities while improving daily transport experiences.
Building a Trusted Ethiopian Brand Through Innovation
RIDE’s growth story has been shaped by a steady focus on technology, service quality and operational efficiency. Since launching in 2014, the company has focused on improving urban mobility through digital solutions that make transportation easier and safer.
As the business expanded, RIDE introduced tools that allowed companies to consolidate transport expenses and improve financial oversight. By 2019 and into 2021, the company continued strengthening its services with systems aimed at improving efficiency, reliability and customer experience.
The company says its operations are guided by values that include familyhood, safety, integrity, innovation, customer focus and high-level execution. These principles have helped shape a service built around trust and long-term relationships with users and business partners.
Its core strengths include operational excellence, technological advancement, safe service delivery, long-term growth and corporate social responsibility. Through its community-focused approach, RIDE says it believes in giving back through the idea of “from the community to the community” while remaining closely connected to the people it serves.
As Ethiopia’s digital economy continues to grow, recognition such as the Africa’s Best Brands Award may help strengthen the position of local companies building technology-led solutions. For Ethiopia’s transport sector, RIDE’s recognition also sends a message that locally developed businesses can innovate, scale and contribute to improving everyday life while supporting economic growth.
