Johannesburg, South Africa – The African Association of Automotive Manufacturers (AAAM) has announced the appointment of Victoria Backhaus-Jerling as its new Chief Executive Officer, effective 1 March 2025. She will be the first woman to lead the organization, succeeding Dave Coffey, who is retiring after five years of transformative leadership.
A Historic Appointment
Martina Biene, President of AAAM and Chairperson and Managing Director of Volkswagen Group Africa, expressed her congratulations: “On behalf of the AAAM Management Board, I congratulate Victoria on her appointment. She has demonstrated remarkable expertise and commitment to the development of the African automotive industry, and our board is confident she will lead AAAM to even greater achievements. We are also proud to welcome the first woman to this pivotal role.”
A Legacy of Growth
Under Dave Coffey’s leadership since February 2020, AAAM has experienced significant growth, expanding its membership from 17 to 80 members. Biene acknowledged his contributions: “We also extend our gratitude to Dave for his tireless dedication in transforming AAAM into a highly respected organisation. Under his leadership, AAAM has become a key player in advancing automotive industrialisation in Africa.”
Vision for the Future
Victoria Backhaus-Jerling, who previously served as Head of the Project Office in South Africa for the German Association of the Automotive Industry (VDA) since October 2020, shared her vision: “I am honoured to be appointed into this role and look forward to building on the strong foundation established by Dave and the AAAM team. My focus will be on driving collaboration, inclusivity, and innovation across the continent, ensuring that AAAM continues to serve its members and stakeholders effectively. We have declared 2025 the year of collaboration and inclusivity, and I am excited to work with partners to further industrialise and grow Africa’s automotive industry.”
Reflecting on Progress
Dave Coffey reflected on his tenure: “It has been an incredible and fun journey to lead AAAM and witness the progress of Africa’s automotive industry. I have met many remarkable people who are committed to making Africa succeed. I am confident that under Victoria’s leadership, AAAM will reach new heights. The future is full of opportunity, with countries like Egypt, Ghana, and Côte d’Ivoire implementing their automotive policies this year, and others, such as Kenya and Nigeria, advancing their auto bills. Africa is no longer a dream but the next frontier for the global automotive industry.”
He also highlighted Africa’s growing role in mineral beneficiation, regional value chains, and the establishment of automotive rules of origin under the African Continental Free Trade Area (AfCFTA).
Looking Ahead
Founded in November 2015, AAAM is the only African body dedicated to expanding and deepening the automotive industry across the continent. It works with governments to develop policies that attract investment and drive industrialisation. In 2025, AAAM plans to expand its presence by opening project offices in Tunis, Cairo, and, following legislative approval, Nairobi.
Backhaus-Jerling concluded: “Affordable vehicle asset finance and micromobility will remain priorities as we work to deliver sustainable and inclusive mobility solutions for the continent. There is a lot to be done, and I am ready to take on the challenge.”
A smooth transition is planned, with Coffey gradually handing over responsibilities to Backhaus-Jerling in the coming months.
