Some have said $10K is for it being "green", having a sidecar or that it is because they will have a factory in Africa (thus the logic being a private company is willing to get ripped off in order to subsidize the government of Africa or that the government of Africa is forcing a private African company to get ripped off to help employment levels in the country). Any of these could be true but none likely to be true.
Did you read the whole PR. The $20 million is for a fleet of ride-share vehicles with sidecars. The price is in line with what's charged by their competition and the initial target audience is not individual Africans.