The Tunisian Automotive Sector Enters a New Phase
The Tunisian automotive sector is no longer just a story of car production. It has now entered a phase where technology, added value, and international positioning are at play. On the occasion of the 60th anniversary of the sector and the 10th anniversary of the Tunisian Automotive Association (TAA), industry players have expressed a common idea: the model is changing, and fast.
In a global industry disrupted by electrification, software, and new value chains, Tunisia is trying to consolidate its gains while accelerating its transformation. "The world is changing rapidly, and with it, jobs and technologies," recalled Myriam Elloumi, President of the TAA, citing an opportunity as well as a challenge for the country.
A Decade of Progress
In ten years, the TAA has established itself as a point of convergence for a sector that was once fragmented. Industrialists, institutions, technical centers, and universities now operate within a more structured framework. According to data presented at an event held on June 3, 2026, the association today represents 80 companies, accounting for nearly 80% of the sector's jobs. This structuring has enabled the emergence of a common voice and strengthened dialogue with public authorities.
This dynamic has led to the signing of the Pact for the Competitiveness of the Automotive Industry with the State in 2022. The pact is based on six strategic pillars: infrastructure, regulation, research and development, employment and training, marketing, and sustainability. For Imed Charfeddine, Vice-President of the TAA, this pact marks a major evolution: that of an industry that no longer works in silos, but in a coordinated ecosystem.
Performance Driven by Exports
The numbers confirm the sector's growing strength. Tunisian automotive exports have risen from €624 million in 2010 to nearly €4 billion in 2025. Since 2018, the average annual growth rate has been 16%, with projections exceeding €4.2 billion in 2026. Meanwhile, the sector has expanded, with over 300 companies now active in the ecosystem, and direct employment has increased from 80,000 in 2018 to over 120,000 today. This trajectory has been maintained despite successive crises and global geopolitical tensions.
Skills: The Backbone of the Industry
But behind the economic performance, another pillar is repeatedly emphasized: skills. For Lamia Fourati, Vice-President of the TAA, the strength of the Tunisian automotive industry rests first and foremost on local talent. From engineers to technicians, including operators in factories, all constitute the real foundation of the sector.
Training has become a strategic lever. Through the Tunisian Automotive Management Academy (TAMA), launched with the support of the GIZ, over 3,000 professionals have been trained. The academy is also certified as a VDA QMC partner, a global reference in the automotive industry's quality standards.
The Next Battle: Innovation
The sector is now looking to the next stage: innovation. With the support of the AFD and the CDC, the TAA has launched a program to integrate startups into the automotive industrial chain. The objective is clear: to go beyond pilot projects and develop industrializable solutions that can be integrated into global value chains. As the global automotive industry reconfigures, Tunisia is betting on a triad that has become central: skills, innovation, and international integration. Ten years after its structuring, the sector is no longer just focused on growth; it is entering a phase where its ability to change scale is at stake.
