The Tunisian Automotive Association (TAA) is highlighted in the special issue No. 324 of Managers magazine, dedicated to the strategic transformation of the Tunisian automotive industry.

Through a series of analyses and testimonies from major leaders in the sector, this report explores the shift towards automotive software, R&D, vehicle cybersecurity and embedded engineering , positioning Tunisia as a player moving upmarket on the global value chain.

📌 Download the entire file.

From assembly to Software-Defined Vehicle

The issue highlights a structural evolution:
Tunisia is no longer limited to assembly and cost-effective production. It is moving towards:

• the development of embedded systems

• industrial digitalization

• Artificial intelligence applied to automobiles

• vehicle cybersecurity

• high-criticality software design

Today, a major part of automotive innovation is software-based. The strategic positioning becomes clear: to increase technological value rather than industrial volume .

TAA, a driving force in structuring the ecosystem

The report highlights the central role of the Tunisian Automotive Association in:

• the federation of manufacturers around a common vision

• anticipating strategic skills needs

• strengthening industry-university links

• international promotion of the Tunisia website

In an ultra-competitive global environment, differentiation comes from the ability to integrate R&D, systems engineering and embedded software.

Human capital: the sustainable competitive advantage

The issue emphasizes a strategic point:
Tunisian competitiveness now rests on human capital.

Engineering, digital simulation, data, AI, automotive cybersecurity: these are the skills that structure the future of the sector.

The move upmarket has begun. The challenge now is to accelerate and consolidate the country's technological branding.

The GREEN FORWARD Industry project, supported by the European Union and UNIDO, brings together stakeholders in the Tunisian automotive sector around the recycling and recovery of industrial waste.

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As part of the GREEN FORWARD Industry project, funded by the European Union and implemented by UNIDO , the Tunisian Automotive Association (TAA) organized an information session dedicated to the recycling, management, and recovery of waste from production cycles in the Tunisian automotive sector . This topic represents a strategic lever for the development of the circular economy and industrial sustainability .

The session was held in the presence of representatives from key companies in the sector , including: Vernicolor Tunisia, Sage Tunisia, Casco Automotive Tunisia, Tunisie Plastiques Systèmes (TPS), Injection Plastiques Systèmes (IPS), Cofat, Chakira Cable, Carthago Recyclage , as well as the GIZ organization.

The discussions highlighted the main challenges related to recycling and recovering industrial waste , while also gathering feedback from companies to adapt the project to their operational needs. The importance of data collection and results analysis was emphasized as a key factor in maximizing the impact of the initiatives.

Several obstacles to circularity and effective recycling have been identified. Case studies from Morocco and Egypt were also presented, highlighting the different regional approaches to industrial waste management.

Participants stressed the need to deploy sustainable, realistic and economically viable solutions , aimed at structuring circular value chains within the Tunisian automotive sector and strengthening its competitiveness at the regional and international level.

As part of strengthening its governance, optimizing its internal organization and standardizing its processes, the Tunisian Automotive Association (TAA) is launching a consultation for the selection of a firm specializing in organization, association governance and management systems .

This mission focuses on supporting TAA in setting up an Integrated Management System (IMS) that complies with the requirements of ISO 9001:2015 and ISO 21001:2018 standards, as well as on developing and implementing a Procedures Manual covering all of the association's activities.

Interested firms are invited to download the Terms of Reference (TOR) via the link below and to submit a technical and financial offer in accordance with the defined requirements.

📅 Deadline for receipt of offers : February 23, 2026

📧 Submission address : achat@taa.tn
📌 Email Subject : Consultation No. 01-2026/TAA

Any offer sent to another address or received after the deadline will be considered inadmissible.

🔗 Download the Terms of Reference (TOR)

The Salma Dialogue Business Forum officially opened its work in Dakar on February 3 and 4, 2026, bringing together public decision-makers, institutions and economic actors around the strategic issues of South-South and triangular cooperation, in an African context marked by the acceleration of industrialization and regional integration policies.

On this occasion, the Tunisian Automotive Association (TAA) is participating in this leading economic event as part of a high-level Tunisian delegation, alongside Senegalese and African officials committed to the continent's industrial transformation. The forum is being held in the presence of Dr. Serigne Gueye Diop , Minister of Industry and Trade of Senegal, as well as several government and institutional representatives.

The Tunisian delegation is composed of:

• Mr. Wael Chouchane , Secretary of State to the Minister of Industry, Mines and Energy

• Mr. Fethi Sahlaoui , Director General of Manufacturing Industries – MIME

• Ms. Ichraf Smadhi , Director General of International Cooperation – MIME

• Mr. Mourad Ben Hassine , Director General of CEPEX

• Mr. Rachid Saidani , Ambassador of Tunisia to Senegal

As part of the forum, the TAA also participates in the panel entitled
“Sustainable industrialization: structuring African value chains for better global integration” , dedicated to the levers of competitiveness, regional integration and the upgrading of African industrial ecosystems.

This panel brings together:

• Mr. Sabri Brahem , member of the Steering Committee – TAA

• Mr. Akrem Saadaoui , African Automotive and Mobility Association (AAAM)

• Mr. Allan Muhumuza , Secretariat for Technology and Innovation – Uganda

• Mr. Martin Birnecker , representative of the Volkswagen Group

The discussions, moderated by Mr. Ibrahim Debbache , highlighted the challenges related to sustainable industrialization, the structuring of competitive African value chains and the integration of Africa into global value chains.

The joint participation of the Tunisian and Senegalese governments, public institutions, and economic actors illustrates a shared vision aimed at:

• accelerate sustainable industrialization in Africa,

• strengthen regional integration,

• develop high value-added African value chains.

The members of the Steering Committee of the Tunisian Automotive Association (TAA) held their first strategic meeting of 2026 , marking the launch of a work cycle focused on consolidating the competitiveness of member companies and strengthening the international positioning of the Tunisian automotive sector .

This meeting allowed for the definition of strategic priorities for 2026 , with a clear focus on operational support for manufacturers . Discussions focused in particular on levers to support skills development , facilitate the integration of Tunisian companies into international value chains , and promote industrial innovation , especially in high value-added segments such as automotive components, electronics, and embedded software .

At the sectoral level, the work was carried out within the framework of the TAA-State-Partners sectoral pact , with the objective of strengthening the attractiveness of Tunisian industry and supporting sustainable growth in the sector. The key priorities identified for 2026 focus on:

• industrial attractiveness and competitiveness ,

• innovation, digitalization and industry 4.0 ,

• the transition to electrification and intelligent vehicles ,

• strengthening institutional dialogue in order to defend the strategic interests of the automotive sector.

The year 2026 also marks a symbolic milestone for the Tunisian Automotive Association , which celebrates ten years of commitment to industrial development. This new cycle is firmly rooted in a future-oriented approach, placing innovation, industrial performance, and international integration at the heart of the TAA's activities and the Tunisian automotive ecosystem.

The Tunisian Automotive Association (TAA) will participate, alongside the Cluster Mecatronic Tunisia , in the SENCON, SENENERGY and SENAUTO Expo 2026 trade shows, scheduled from February 5 to 7, 2026 in Dakar (Senegal) , within the Tunisian Pavilion .

This presence is part of a targeted B2B approach , aiming to position Tunisia as a competitive industrial and technological platform for investors, contractors and international partners interested in West Africa and the African continent.

The TAA will highlight Tunisian industrial capabilities in high value-added sectors:

• Mechatronics and industrial electronics

• Industrial engineering and subcontracting

• Automotive solutions and sustainable mobility

The objective is clear:
attract structuring industrial partnerships , facilitate investment opportunities , and encourage technological and commercial cooperation between Tunisian, African and international companies.

📍 Tunisian Pavilion
📌 Booth 6C30 – Hall A

This participation is supported by the Invest for Jobs program – Special Initiative “Decent Work for a Just Transition” , through the project “Partnerships for employment and support for SMEs in Tunisia II” , mandated by the German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by GIZ Tunisia , under the supervision of the Tunisian Ministry of Industry, Mines and Energy .

Through this action, the TAA consolidates its role as a facilitator of industrial deals , a strategic entry point to the Tunisian ecosystem , and an institutional partner for international players seeking reliable, competitive and sustainable industrial solutions in Africa .

The Tunisian Automotive Association (TAA) hosted a delegation from the Scherdel Group , an international industrial leader, for an exploratory visit focused on the Tunisian automotive ecosystem . The delegation was received by the President of the TAA, Ms. Myriam Elloumi , in a B2B dialogue aimed at identifying opportunities for industrial cooperation .

Organized in partnership with the Tunisian-German Chamber of Industry and Commerce (AHK Tunesien) , this meeting is part of a structured approach aimed at strengthening exchanges between international players and the Tunisian automotive ecosystem . On this occasion, the Tunisian Automotive Association (TAA) fully embraced its role as a sector leader , offering a comprehensive, factual, and strategic analysis of the automotive sector in Tunisia .

The discussions focused on key drivers of industrial attractiveness , including:

• the structuring of the Tunisian automotive ecosystem ,

• the available technical skills and know-how ,

• the industrial, technological and regulatory environment ,

• value chains and the positioning of the local industrial fabric in international supply chains.

This meeting confirms the role of the TAA as a platform for coordination, facilitation and networking between investors, international industrialists and national players, thus contributing to the promotion of Tunisia as a competitive automotive industrial hub .

Delegation of the SCHERDEL Group

• Ms. Saskia Metz, Group Advisor

• Mr. Maximilian Freiherr von Waldenfels, Advisor to the General Management

• Mr. José Pedro Rodrigues Lopes, Site Director

Institutional participants

• Mr. Felix Sarrazin, Project Manager – Partnerships for Employment and Support to SMEs – GIZ

• Mr. Ibrahim Debache, Vice-President – Tunisian AHK

• Mr. Dr. Makram Ben Hamida, Director of International – AHK Tunesien

• Ms. Mariem B., Project Manager, DEinternational – AHK Tunisian

• Ms. Fatma Kolsi, General Director – TAA

• Ms. Lamia Gharbi, Communications Director – TAA

About the SCHERDEL Group

A leading global industrial player, the SCHERDEL Group has been operating for over 130 years in high-value-added technological fields. The group employs 7,000 people and has 35 production and R&D sites worldwide, covering key expertise in forming, assembly, machine building, and industrial plant technologies .

The Tunisian Automotive Association (TAA) , in partnership with Ernst & Young (EY) , organised a professional meeting dedicated to the analysis of the 2026 Finance Law and its impacts on the automotive sector in Tunisia .

This event allowed for concrete and in-depth discussions on the new tax provisions , their operational implications for companies in the sector, as well as the specific challenges faced by automotive manufacturers .

The TAA extends its thanks to Faez Choyakh, EY Tax Partner , for the quality of his intervention , the clarity of his tax analyses and his availability during discussions with the members of the Association.

We also thank all participants for their active presence , relevant questions and engagement , which help to make these Meet'Ups valuable exchange spaces for the automotive ecosystem.

Through this type of initiative, the Tunisian Automotive Association reaffirms its mission: to support its members , anticipate regulatory developments , decipher tax frameworks and promote dialogue with key partners , in service of the development and competitiveness of the Tunisian automotive industry.

2025 will have been an intense and meaningful year for the Tunisian Automotive Association, marked by concrete actions, structuring cooperation and a constant commitment to the development of the automotive sector in Tunisia.
Thank you to our members, the true driving force of TAA, for their involvement and spirit of collaboration, as well as to our public and private partners, in Tunisia and internationally, for their trust and support throughout the year.

Together, we are moving the Tunisian automotive ecosystem forward.

Looking ahead to 2026, a very special year: the 10th anniversary of the TAA, to be prepared and celebrated together.

hashtag #TAA ​ #AutomotiveTunisia ​ ​ #Engagement ​ ​ #Ecosystem ​ ​ #Collaboration ​ ​ hashtag # 2k25

The Tunisian Automotive Association (TAA) , in partnership with the Ministry of Industry, Mines and Energy (MIME) and with the support of GIZ Tunisia , organised a specialized training accompanied by a three-day press tour , from December 17 to 19, 2025 , for the benefit of about twenty Tunisian journalists .

This strategic initiative aimed to strengthen understanding of the Tunisian automotive sector , to enhance its industrial expertise and to highlight its key role in the national economy and international value chains .

Throughout this immersive journey, the journalists discovered the diversity and maturity of the Tunisian automotive ecosystem through visits to leading companies and institutions, including TPS Tunisie Plastiques Systèmes , DRÄXLMAIER Group , PSZ electronic GmbH , ACTIA Engineering Services , as well as innovation and training hubs such as the National Engineering School of Sousse (ENISo) , Novation City and Enova Robotics .

These visits provided a concrete overview of the industrial, technological and human potential of the sector, while also allowing us to address the challenges, opportunities and development prospects of the automotive industry in Tunisia.

The press tour concluded with an official ceremony for the presentation of certificates at the headquarters of the Tunisian Automotive Association , in the presence of Mrs. Fatma Thabet Chiboub , Minister of Industry, Mines and Energy, Mrs. Afef Chachi Tayari , Chief of Staff, Mrs. Myriam Elloumi , President of the TAA, as well as members of the Steering Committee .

TAA thanks all participating journalists and their media outlets for their professionalism , commitment and contribution to promoting Tunisian innovation, skills and industrial excellence .

Through this joint mobilization of public, institutional and media actors, Tunisia is strengthening its visibility, attractiveness and influence at the regional and international level in the automotive sector.

#TunisianAutomotiveAssociation #TAA #AutomotiveIndustry #Tunisia #MadeInTunisia #IndustrialExpertise #Innovation #Skills #PressTour #Journalism #GIZTunisia #MIME