Tarek Masoud Makes History as First Arab to Lead African Auto Industry Body

The African Association of Automotive Manufacturers (AAAM) has elected engineer Tarek Masoud as its new president for a fresh term. The decision underscores the growing Egyptian and Arab influence in shaping the continent's automotive future. Here are the full details.

Who is Tarek Masoud, the New Hyundai Leader?

Masoud currently serves as President and CEO of Hyundai Motor Middle East and Africa. With more than 20 years of experience in international automotive leadership, he became the first Arab executive to lead the company's regional headquarters in January 2026. His duties include overseeing operations and industrial expansion plans.

3 Pillars for the New Presidential Term

Masoud has outlined three priorities for his tenure. The first focuses on establishing stable and predictable policies by coordinating with African governments to create long-term regulatory frameworks that boost investor confidence. The second priority centers on localizing components by building a strong supplier base across Africa to increase local content, create skilled jobs. Enhance the competitiveness of "Made in Africa" vehicles. The third aims at removing trade barriers to facilitate the movement of vehicles, spare parts, and investments between countries.

His election arrives at a pivotal moment as Africa begins its automotive integration journey. Supported by the African Continental Free Trade Agreement and new national policies, the continent is preparing to transform isolated assembly centers into a unified market capable of attracting investment and generating real added value.

Integration Over Assembly

Commenting on his election, Masoud stated: "No single country can unlock Africa's full potential in the automotive industry. What we need is an integrated system with distributed roles: countries specializing in assembly, others in components. More in raw materials, technology, and skills. Integration alone will create enough scale to attract investors and shift manufacturing into the continent."

He added: "The opportunity is bigger than just assembly. We are talking about building capacities, developing suppliers. Creating an industry that grows with Africa for decades to come. This is the true meaning of economic value." This momentum is backed by remarkable progress in Egypt, Morocco, Algeria. South Africa, where the four nations have succeeded in localizing industry and attracting new investments in global supply chains.

Hyundai Motor President and CEO José Muñoz commented: "Tarek's election reflects the industry's confidence in his vision and expertise." The African market now expects these ambitions to translate into tangible steps. Success would mark a significant shift in the continent's status as a promising global manufacturing hub.