Automechanika Johannesburg has successfully hosted a roadshow in Cairo as part of its ongoing international outreach efforts, supporting engagement around both Automechanika Johannesburg and Automechanika Frankfurt. The event formed part of the 2026 promotional programme and combined a roadshow with a press conference in the Egyptian capital.
Held on 6 May 2026 at the Kempinski Nile Hotel in collaboration with Automechanika Frankfurt, the event brought together senior representatives from Messe Frankfurt, the Engineering Export Council (EEC), Frost & Sullivan and the African automotive industry and regional business media.
The Cairo gathering reflected growing momentum around Egypt’s role in African automotive trade and underlined the importance of stronger links between North Africa and Sub-Saharan Africa.
It also highlighted the shared commitment of Automechanika Johannesburg and Automechanika Frankfurt to building deeper market understanding, stronger partnerships and more practical routes to business across the continent.
The agenda included opening remarks from Messe Frankfurt Egypt, an address from the EEC and a keynote by Dr Ahmed Fikry A Wahab, Board Member of the EEC and Vice President of the African Association of Automotive Manufacturers (AAAM).
Michael Dehn, Managing Director of Messe Frankfurt South Africa, presented the upcoming Automechanika Frankfurt as well as the value proposition of Automechanika Johannesburg and its regional programme, while additional market insight was shared by Frost & Sullivan.
A platform for African value chains
Dr Fikry set out a powerful case for a more integrated African automotive future shaped by execution, investment and regional value chains. He told delegates, “Africa does not have a demand problem. Africa has a market-formation problem.”
He emphasised that the continent’s next phase of growth would depend on turning demand into industrial scale through coordinated action, stronger supplier networks and better cross-border implementation.
“The automotive industry is an ecosystem,” he explained. “OEMs need Tier 1 suppliers. Tier 1 suppliers need Tier 2 and Tier 3 suppliers. Component producers need tooling, materials, testing, logistics and finance.”
Dr Fikry also pointed to the significance of the Africa Continental Free Trade Area (AfCFTA) automotive Rules of Origin in supporting a more connected manufacturing base across Africa. “We can build an African vehicle through an African value chain,” he stated, describing the framework as a practical route towards deeper localisation and long-term competitiveness.
Positioning Egypt and South Africa as complementary hubs, he called for closer cooperation between markets, institutions and industry platforms. He said the opportunity now is to connect strengths in manufacturing, logistics, engineering capability, supplier development and export readiness in ways that create real commercial outcomes.
Cairo sets the tone for 2026
Egypt’s aftermarket is being supported by an ageing vehicle parc, rising repair demand and a highly fragmented service landscape. “We see Egypt strengthening its position as a strategic manufacturing and export hub, supported by its location at the intersection of Africa, the Middle East and Europe, its cost competitiveness, and the scale of its domestic aftermarket base,” elaborated Aadil Rashid Khan, Associate Director, Advisory Mobility Group, Middle East, Africa and South Asia at Frost & Sullivan.
“The opportunity is especially strong in organised aftermarket investment, component exports to Europe, EV assembly and service readiness, and deeper trade links with southern Africa under AfCFTA and existing regional trade frameworks.”
Dehn said the success of the Cairo event demonstrated the value of close collaboration between the two Automechanika brands and the strength of Egypt’s position in the regional industry. “This first roadshow in Egypt gave us a clear signal that the market is ready for deeper engagement across Africa. Working together with our colleagues from Automechanika Frankfurt, we are creating a stronger connection between international opportunity and regional growth.
“Cairo was a highly important starting point for the year and it confirmed that companies are looking for platforms that support partnerships, market insight and practical follow-through.”
Automechanika Johannesburg 2026 will take place from 27-29 October 2026, once again at the Gallagher Convention Centre in Midrand.
Chuckles
Gateway to Sub-Saharan Africa – Not only is South Africa itself an important emerging economy, it is also the gateway to Sub-Saharan markets, where its well-developed infrastructure allows for transportation into Africa. The country is a regional leader and a member of the BRICS collaboration. South Africa is a good place to establish a business in the region, and many companies expand their business activities from South Africa to the rest of the region.