The African Association of Automotive Manufacturers (AAAM) has opened a regional office in Tunisia, North Africa.

The AAAM focuses on the industrialisation and development of Africa’s automotive sector.

The North Africa team will work towards advancing the automotive industry across the region, with an emphasis on component manufacturing and regional trade integration.

The new office, based within the premises of the Tunisian Automotive Association, and supported by the German Agency for International Cooperation, will be led by Akrem Sàadaoui, who has been appointed to head AAAM’s North Africa operations.

“We congratulate Akrem on his appointment and wish him every success as he identifies and leads projects that stimulate new vehicle demand across North Africa and beyond,” says AAAM CEO Victoria Backhaus-Jerling.

“This includes supporting the development of auto policy programmes and creating linkages on the continent.

“North Africa, particularly Tunisia and Morocco, already has a strong foundation in component manufacturing.

“A dedicated resource in the region will enable us to grow local manufacturing and promote intra-African trade, ultimately contributing to competitive automotive value chains that supply both vehicle assemblers and the aftermarket,” notes Backhaus-Jerling.

Sàadaoui’s appointment is regarded as pivotal in unlocking complementary manufacturing and trade opportunities across the region.

This will be achieved by aligning North Africa’s strengths with the goals of the African Continental Free Trade Area (AfCFTA) Agreement.

Sàadaoui will also work closely with the AAAM policy team to facilitate structural enablers for these opportunities and support partnerships between existing component manufacturers and new market entrants.

Backhaus-Jerling emphasises that scaling up research and development capabilities in North Africa – and extending this to other AfCFTA-aligned countries – remains key to driving regional growth.

“Cooperation and coordination with associations, business chambers, political institutions and regulatory authorities, along with strong engagement with members and donors, will be central to Akrem’s role,” she says.

Prior to joining AAAM, Sàadaoui served as global human resources development and business performance director at Segula Technologies, where he led international projects and supported operations for global brands such as Jaguar Land Rover, TotalEnergies, SEAT, Volkswagen and Indra.

He holds a Master’s degree in automation, robotics and data processing.