𝗪𝗛𝗬 𝗟𝗨𝗫𝗨𝗥𝗬 𝗖𝗔𝗥𝗦 𝗔𝗥𝗘 𝗨𝗦𝗘𝗗 𝗧𝗢 𝗥𝗘𝗧𝗔𝗜𝗡 𝗦𝗞𝗜𝗟𝗟𝗦 𝗜𝗡 𝗭𝗜𝗠 𝗚𝗢𝗩𝗘𝗥𝗡𝗠𝗘𝗡𝗧 & 𝗣𝗥𝗜𝗩𝗔𝗧𝗘 𝗦𝗘𝗖𝗧𝗢𝗥

Land Cruiser obsession in Zimbabwe

I often wonder why Zimbabweans fail to understand how luxury cars and other perks—such as private school tuition—help retain highly educated individuals in the country’s public and private sectors, despite the fact that these professionals could earn significantly higher salaries abroad. The explanation lies in basic psychology, particularly Maslow’s hierarchy of needs.

Zimbabwe does not manufacture cars, so we must import them—at a very high cost. This cost is made even steeper by the government’s 100% import duty. Car ownership is further burdened by expensive repairs (due to imported parts) and high insurance premiums. Moreover, unlike in many countries, Zimbabwe does not have a hire-purchase system for vehicles, meaning buyers must pay the full price upfront in cash.

As a result, luxury vehicles are out of reach for most citizens, including highly educated Zimbabweans. Home ownership, another deeply rooted aspiration among Zimbabweans, is equally expensive and hindered by limited access to housing loans.

Because of these barriers, luxury cars and homes become powerful symbols of success—aspirational milestones that offer not just comfort but social recognition. They bring attention, status, and respect—particularly in one’s community, where community members often lack such assets. This social capital—being seen as “the king ” in one’s village—is critical to many Africans, offering a deep sense of belonging and self-worth.

Both the government and private sector understand this "village psyche": most Zimbabweans, even those in the diaspora, want to be recognized and celebrated at home. That’s why many build houses back in Zimbabwe and return frequently—to maintain that local prestige.

Recognizing they cannot match international salary offers, local employers (government and private sector) instead use luxury cars, housing support, and perks like private school tuition to retain top talent.

A person who might earn $150,000–$200,000 annually abroad may accept $40,000–$50,000 locally if offered a luxury car, private education for their children, a house, groceries, free mobile contracts, and even paid air travel.

Crucially, the government doesn’t pay import duty on luxury cars, which makes it far more economical for them to provide these vehicles as incentives. They can also offset private school tuition through tax incentives.

With the major expenses of luxury vehicles, house and education covered by the employer, a skilled professional can use their five figure income to build their home—often completing and owning it within a decade—since they’re not burdened by rent, car payments, or insurance.

The brilliance lies in the fact that the luxury car remains government or company property, yet the employee enjoys its full social status and practical benefits without bearing the associated costs or repair and insurance. It’s a win-win situation.

In essence, over five years, the government may spend just $480,000–$550,000 on retaining a highly skilled worker—far less than the $1.4 million – $2.4 million they would have needed to pay in salary alone at market rate. This cost will include importing a $90,000 car (valued at $180,000 locally due to duty) and up to $150,000 in tax-deductible school fees. After five years, the car can be auctioned or sold to the employee for its book value—around $70,000. So government only lost $20 000 on the car over five years.

The same logic applies to traditional chiefs, who serve as judges, social workers, administrators, and counsellors in rural communities. Instead of investing in courts and offices in every village, the government empowers a single chief with a vehicle to perform multiple roles. It’s a genius strategy—and it’s one reason Zimbabwe manages to function on just 9.4% of GDP in tax revenue, while many other countries require over 40%.