by Victoria Backhaus-Jerling, CEO of African Association of Automotive Manufacturers (AAAM)

Victoria, could you briefly introduce yourself and share what AAAM does? 

I am the Chief Executive Officer of the African Association of Automotive Manufacturers (AAAM), the only pan-African organisation dedicated to advancing the development of a sustainable automotive industry across the continent. AAAM works with governments, industry leaders, development finance institutions and other stakeholders to create the policy and investment environment needed to grow vehicle manufacturing and automotive value chains in Africa. Our mission is to support industrialisation, create jobs, deepen regional value chains and make mobility more accessible and affordable for Africans. We also play an important role in supporting the implementation of the African Continental Free Trade Area (AfCFTA) automotive strategy, helping to unlock opportunities for intra-African trade while positioning Africa as a globally competitive automotive manufacturing hub. Today, AAAM represents around 80 member organisations from across the automotive value chain, all united by the shared vision of building Africa’s automotive future. 

Before taking on the role of CEO, you led the VDA-AAAM Project Office. What drew you to work in South Africa and the automotive sector? 

What attracted me wasn’t only South Africa, it was Africa. The continent represents one of the world’s greatest industrial growth opportunities over the coming decades. With a young and growing population, expanding urbanisation and the AfCFTA creating a larger integrated market, Africa has all the ingredients to become a significant automotive manufacturing region. My work has always been pan-African, supporting governments and industry across multiple countries to develop automotive policies that attract investment and stimulate industrial growth. The automotive sector is particularly exciting because it has such a powerful multiplier effect. A thriving automotive industry supports hundreds of suppliers, creates skilled jobs, drives technology transfer and contributes meaningfully to broader economic development. Being part of that transformation is both professionally rewarding and personally inspiring. 

You recently became the first woman to lead AAAM as CEO. What does this milestone mean to you, and what vision are you bringing into this new role? 

It is certainly an honour and a responsibility that I don’t take lightly. While I’m proud to be the first woman to lead AAAM, I hope the focus remains on the impact we can achieve together rather than on me personally. Progress happens when we create opportunities for everyone to contribute, regardless of gender, nationality or background. My vision is to strengthen collaboration across governments, industry, financial institutions and development partners like Afreximbank so that we can accelerate Africa’s automotive industrialisation. I would like AAAM to continue being the trusted voice of the industry while helping create practical solutions that attract investment, expand manufacturing, develop regional value chains and improve access to affordable mobility across the continent. 

Africa’s automotive sector is evolving quickly. What developments or opportunities do you currently see as most promising for Africa’s automotive future? 

This is an incredibly exciting time for Africa’s automotive industry. One of the most significant milestones has been the adoption of the AfCFTA Automotive Strategy and the finalisation of the Automotive Rules of Origin. These provide the foundation for building regional value chains and encouraging manufacturers to invest across multiple African markets rather than viewing countries in isolation. We’re also seeing encouraging progress as more governments develop automotive policies that provide investors with greater certainty. Another exciting opportunity lies in strengthening collaboration between Africa’s mining sector and its automotive industry. Africa is rich in many of the critical minerals needed for electric vehicles and battery technologies. The opportunity is not simply to export raw materials, but to increase local value addition and build manufacturing capability across the value chain. At the same time, we must ensure that mobility solutions remain inclusive. Affordable vehicle asset finance, micromobility and new mobility solutions will be essential if we want millions more Africans to participate in the formal economy and benefit from improved mobility. Africa is no longer simply viewed as a future market for vehicles. Increasingly, it is becoming the next frontier for automotive manufacturing and industrial growth. 

AGYLE brings together leaders from different countries and industries. Was there a particular insight, conversation or connection that stayed with you and continues to influence your work? 

One of the biggest takeaways from AGYLE was the importance of collaboration across sectors. No single organisation or government can build Africa’s automotive industry alone. Success depends on bringing together policymakers, manufacturers, mining companies, financial institutions, infrastructure providers and development partners around a common vision. What stood out to me was the shared recognition that Africa’s challenges are interconnected, but so are its opportunities. When we collaborate across industries and borders, we create solutions that are larger than any one country or organisation could achieve on its own. That spirit of partnership continues to shape how I approach my work at AAAM every day. 

Looking ahead, what priorities or projects are you most excited to drive forward in the coming months? 

One of our immediate priorities is moving from policy development to implementation. The adoption of the AfCFTA Automotive Rules of Origin provides a strong framework, but now we need to translate that into real investment, manufacturing capacity and job creation across the continent. We’re also focused on supporting governments as they develop and implement automotive policies that provide long-term certainty for investors. Beyond manufacturing, we will continue promoting affordable vehicle asset finance and advancing micromobility solutions, particularly in rapidly growing urban centres where accessible transport can have a significant economic and social impact. Ultimately, our goal is to ensure that Africa builds an automotive industry that is competitive, sustainable and truly integrated across the continent. 

Is there something you’d like to share with the AGYLE community? 

I would encourage the AGYLE community to continue thinking beyond borders. Africa’s greatest opportunities will be realised through collaboration, innovation and long-term partnerships. Whether you’re in government, business, academia or civil society, everyone has a role to play in shaping the continent’s industrial future. The automotive industry is about far more than manufacturing vehicles. It is about creating jobs, developing skills, advancing technology, strengthening regional trade and improving people’s quality of life. I believe Africa’s automotive story is only just beginning, and I invite everyone to be part of building that future together.

Find Victoria on LinkedIn.