The Tunisian automotive landscape ended March 2026 on a complex note. While overall vehicle registrations appear broadly stable, the internal balance of the market is undergoing significant change. Between the rising dominance of Asian manufacturers, the repositioning of European brands, and ongoing logistical challenges, the sector is entering a pivotal year.
Top 10: The rise of Eastern brands
The March sales rankings confirm a strong trend: Tunisian consumers are increasingly prioritizing value for money, technology, and warranty — a combination largely mastered by Asian brands.
Kia (City Cars): The long-standing leader maintains its position. Its ability to quickly deliver popular models such as the Rio and Sportage remains its key advantage.
Hyundai (Alpha Hyundai Motor): Close behind, Hyundai continues to benefit from a growing hybrid lineup increasingly visible in Tunisian cities.
Toyota (BSB Toyota): The Japanese brand capitalizes on its reputation for reliability and strong demand for hybrid systems, especially amid rising fuel prices.
Chery (STA): The standout performer. By focusing on well-equipped SUVs (Tiggo range), Chery is firmly establishing itself near the top tier.
Suzuki (Car Pro): Remains dominant in the affordable city car segment, capturing a large share of the middle-class market.
Volkswagen (Ennakl Automobiles): The leading European brand holds steady thanks to its strong network and loyal corporate/fleet clientele.
Peugeot (STAFIM): Despite fierce competition, the French brand maintains volumes driven by continued success of the 2008 and 3008 models.
Geely (SOTUDIS): Closing the Top 10, Geely reflects the growing acceptance of Chinese quality standards in the local market.
Bottom 5: Brands under pressure
At the other end of the spectrum, several brands are facing difficulties. These declines are not always due to lack of demand, but often structural constraints.
Ford: The American brand records the sharpest decline of the quarter, impacted by limited model renewal and longer delivery times.
Seat: Once popular among young professionals, it is struggling with pricing pressure amid strong Asian competition offering more features at lower cost.
Nissan: In noticeable decline, it is struggling to revive its lineup, especially in the highly competitive crossover segment.
Citroën: In transition, with weak monthly performance reflecting market expectations for more technologically aligned models.
Mitsubishi: Despite a reputation for durability, it suffers from a narrow lineup and low marketing visibility.
Towards a Disruptive Year?
March 2026 data suggests the market is no longer just about selling cars, it is now about availability and technology. Dealerships that secure supply chains while offering innovative financing solutions are expected to be the main winners of a 2026 year full of disruption.
