Nissan Motors to Introduce E-Power Hybrid Cars in Tunisia, Eyes Growing African Market
In a strategic move to tap into the burgeoning African automotive sector, Japanese carmaker Nissan Motor announced its plans to launch its e-power hybrid technology car in Tunisia. Sherief Eldesouky, Nissan Africa’s Managing Director, revealed this initiative on Tuesday, highlighting the company’s commitment to testing the demand for electric vehicles (EVs) in Africa.
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According to Nissan Motors, the company has three operational hubs and factories on the continent which are: Egypt in northern Africa, Nigeria in west Africa, and in Sub- Africa. Meanwhile, Nissan South Africa is the operational hub for the Sub-Saharan Regional Business Unit.
Nisan boasts of leading the way in vehicle assembly in Nigeria. The inaugural vehicle, a Nissan Patrol, rolled off the production line at the Lagos assembly plant, marking a key milestone in the company’s continued wave of expansion into high-growth markets.
Africa, often regarded as the world’s last automotive frontier due to low vehicle ownership levels, presents a unique opportunity for manufacturers like Nissan. Eldesouky emphasized this by citing global motorization averages, which stand at 182 vehicles per 1,000 people elsewhere, contrasting starkly with Africa’s 42 per 1,000.
Despite the promise of the African market, challenges persist. EVs remain financially inaccessible to many consumers, and infrastructure deficiencies, including power outages and logistical bottlenecks, hinder investment.
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Eldesouky acknowledged these hurdles, stating, “Electrification might take some time in Africa,” but reassured Nissan’s commitment to introducing e-Power technology in select African markets.
Nissan’s e-Power system integrates a petrol engine with a power generator, inverter, battery, and electric motor, delivering power directly to the wheels.
Eldesouky highlighted previous successful launches in Morocco and Egypt, with plans underway for Tunisia, leveraging the company’s technological advancements to overcome infrastructure limitations.
“e-POWER is Nissan’s unique electric-drive powertrain that integrates a gasoline engine and motor. Since the engine only generates electricity and the system is 100% driven by a high-output motor, it is possible to enjoy the driving experience of an EV,” said the company.
South Africa represents a focal point for EV development, having unveiled an electric vehicle policy roadmap last year. Government incentives aim to facilitate the transition to EVs, signaling a proactive approach to sustainable mobility.
The objective of the policy is to shift the automotive industry’s focus from predominantly manufacturing internal combustion engine vehicles to a dual platform that incorporates electric vehicles by 2035.
In a bid to incentivize the production of EVs within South Africa, the government will implement an investment allowance for new investments, effective from March 1, 2026.
Read more about the Electric Vehicle (EV) White Paper by the South African Department of Trade Industry and Competition.
Stefan Haasbroek, Nissan Africa Product Marketing Director, disclosed the company’s expansion strategy, including exporting South African-built Navara pickup trucks to new markets across North Africa.
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Also, Nissan plans to introduce new vehicle grades tailored to Sub-Saharan Africa and South Africa, showcasing a holistic approach to market diversification and accessibility.
With over 60 years of presence in Africa, Nissan’s proactive stance underscores the region’s growing significance in the global automotive landscape.
As the African market matures and infrastructure develops, Nissan’s innovative solutions aim to drive sustainable mobility across the continent.
3 Key Potentials Of African Automobile Market
There is no doubt that Africa boasts substantial potential as an automotive market, fueled by its expansive and growing middle class.
Currently, vehicle ownership rates stand at a modest 45 per 1,000 individuals across the continent, a notable contrast to the global average of 203 per 1,000.
In the article, It’s Time to Develop Better Automotive Value Chains in Africa, it was started as follows:
“With the implementation of progressive auto policies, the new vehicle market in Africa could increase from 1.1 million units (per annum) in 2021, to 5 million by 2035. Such growth could introduce 20 new “Complete Knocked Down” (CKD) plants across Africa, where vehicles are assembled with both imported and locally manufactured components and creating more and better-quality jobs.”
Now, here are 3 key potentials of the African automobile Market:
Untapped Market Potential:
The African automobile market represents a vast and relatively untapped opportunity for manufacturers. With a growing population and rising middle class, there is an increasing demand for personal transportation.
Currently, vehicle ownership rates in Africa are significantly lower compared to other regions, indicating ample room for growth. This presents an attractive opportunity for automotive companies to expand their presence and capture market share in a rapidly evolving landscape.
Rising Urbanization and Infrastructure Development:
Urbanization across Africa is on the rise, leading to greater demand for transportation solutions, particularly in urban areas where public transportation systems may be inadequate.
As cities expand and infrastructure improves, there will be a greater need for vehicles to support mobility needs.
This trend presents opportunities for automakers to introduce a range of vehicles tailored to urban environments, including compact cars, electric vehicles, and ride-sharing solutions.
Shift towards Sustainable Mobility:
As global concerns about climate change and environmental sustainability intensify, there is a growing emphasis on adopting cleaner and more sustainable transportation options.
African governments and consumers are increasingly recognizing the importance of reducing emissions and embracing greener technologies.
This presents an opportunity for automotive manufacturers to introduce electric vehicles, hybrid cars, and other environmentally friendly solutions to meet the evolving preferences of African consumers while aligning with global sustainability goals.
Additionally, initiatives aimed at improving energy infrastructure and promoting renewable energy sources could further facilitate the adoption of electric vehicles in the African market.
the shift towards sustainable mobility presents a significant growth potential for automakers in Africa.
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