AAAM Elects Tarek Mosaad as New President for 2026-2028

The African Association of Automotive Manufacturers (AAAM) has confirmed its office bearers and Advisory Board for the 2026 to 2028 term, as the continent's automotive industry moves to translate policy commitments into concrete industrial outcomes.

Tarek Mosaad, President and Chief Executive Officer of Hyundai Motor Middle East and Africa, has been elected President of AAAM. He succeeds Martina Biene, Chairperson and Managing Director of Volkswagen Group Africa, who led the association through the previous term.

Mosaad assumes the role at a pivotal moment. In February 2026, African heads of state are expected to formally adopt the 40% African-originating content threshold for automotive rules of origin under the African Continental Free Trade Area (AfCFTA) – a milestone that will allow automotive products to begin trading under the framework. This follows the conclusion of negotiations on automotive rules of origin in 2025, providing clarity for manufacturers and investors.

Tarek Mossad

AAAM has positioned 2026 as a year of "progressive development through collaboration", with a focus on moving from policy development to implementation. The association is prioritising the rollout and refinement of automotive policies in countries including Egypt, Ghana, Côte d'Ivoire, Kenya, Nigeria, Ethiopia, Senegal, Tanzania and Algeria, while engaging new markets such as Angola.

Mosaad will be supported by five vice-presidents representing Africa's key automotive regions and the component-manufacturing sector. The newly elected office bearers are:

- President: Tarek Mosaad, President and Chief Executive Officer, Hyundai Middle East and Africa
- Vice-President: North Africa: Ankush Arora, Chief Executive Officer, Al Mansour Automotive
- Vice-President: East Africa: Serge Kamuhinda, Chief Executive Officer, Volkswagen Mobility Solutions Rwanda
- Vice-President: West Africa: Kassem Odaymat, Chief Operating Officer, Rana Motors
- Vice-President: Southern Africa: Billy Tom, President, Isuzu Motors South Africa
- Vice-President: Components: Dr Markus Thill, President: Africa Region, Bosch

An Egyptian national with more than two decades of international automotive leadership experience, Mosaad became the first Arab and African executive to lead Hyundai Motor Company's Middle East and Africa Regional Headquarters in January 2026. He oversees operations across 57 markets, including several where Hyundai is expanding its manufacturing footprint.

Mosaad's recent engagement with AfCFTA Secretary-General Wamkele Mene in Dubai underscored the growing alignment between industry and continental institutions. The meeting focused on recent progress within the AfCFTA Rules of Origin framework, particularly those impacting the automotive sector.

AAAM Chief Executive Officer Victoria Backhaus-Jerling said the incoming leadership's collective experience would strengthen the association's work across the continent.

"AAAM welcomes the election of Tarek Mosaad and the incoming vice-presidents. Their experience across Africa's diverse automotive markets will be invaluable as we work with governments, development institutions and industry partners to move from policy development towards implementation," said Backhaus-Jerling.

"Our priority remains to support the development of coherent automotive policies, deepen localisation, attract investment and strengthen regional production and trade under the AfCFTA."

Mosaad said Africa presented significant opportunities for automotive growth, but realising this potential would require greater alignment between governments, manufacturers, suppliers, financiers and development partners.

AAAM has also constituted an Advisory Board to provide institutional continuity, regional insight and strategic guidance. The board comprises:

- Immediate Past President: Martina Biene, Chairperson and Managing Director, Volkswagen Group Africa
- Past President: Mike Whitfield, Managing Director, Stellantis South Africa
- Southern Africa representative: Bronwyn Kilpatrick, Senior Vice-President: Corporate, Toyota South Africa
- West Africa representative: Jeffrey Peprah, Chief Executive Officer, Volkswagen Ghana
- North Africa representative: Dr Ahmed Fikry, Managing Director, East Port Said and Egyptian German Automotive

Reflecting on her term as AAAM President, Biene thanked the association's members, partners and secretariat for their support, reaffirming her commitment to AAAM through her new role as Immediate Past President.

AAAM's membership has grown from 17 members in 2020 to more than 80 today, reflecting the association's expanding role in shaping Africa's automotive future. The association has strengthened its continental footprint with the launch of a dedicated North Africa office in Tunisia and keeps offices in Ghana, South Africa and Kenya.

In 2025, AAAM launched an Industrial Policy Executive Short Course in partnership with Afreximbank and the AfCFTA Secretariat, bringing together senior policymakers to strengthen capabilities in industrial policy design, regional value chains and localisation. A second cohort is planned for 2026, alongside the launch of an Industry Executive Short Course.

AAAM also played a leading role at the Intra-African Trade Fair (IATF2025), convening its Africa Automotive Forum to elevate the visibility of the continent's emerging automotive industry.

The association's priorities for 2026 include securing at least five concrete component manufacturing investments in Africa, advancing work on new energy technologies and building capacity across government and industry. AAAM is also working to strengthen collaboration between the mining and automotive sectors, recognising that electrification is accelerating demand for high-grade copper in wiring harnesses, power electronics and mechatronic systems.

As Africa's population is projected to exceed 2,5-billion by 2050, with rapid urbanisation and a growing middle class driving demand for affordable mobility, the continent is increasingly viewed as the world's last automotive frontier.

For more information visit https://aaamafrica.com/

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