AD Tunisie

What AD Tunisie does

AD Tunisie is a Tunisian B2B and B2C distributor of automotive spare parts, batteries, lubricants, bodywork and paint supplies, garage equipment, and industrial supplies, legally organized as the société anonyme Ulysse Spare Parts USP. The company groups together two operating subsidiaries — EDT (Electro Diesel Tunisie) and USP (Ulysse Spare Parts) — and is itself a subsidiary of UTIC (Ulysse Trading and Industrial Companies), one of the largest private conglomerates in Tunisia. AD Tunisie holds the Tunisian partnership with Autodistribution Internationale, the European leader in automotive and heavy-vehicle spare parts distribution, and operates exclusive or authorized distribution rights for a broad portfolio of international equipment manufacturers including Bosch, Shell (lubricants since 2008), VARTA, Kärcher, Valeo, and others — covering more than 50 brands.

The company reaches customers through a multi-channel network: an affiliated network of approximately 30 BCS (Bosch Car Service) garages covering all of Tunisia, an AD Expert garage network, an Express Bosch Car Service fast-repair concept located inside Shell (Vivo Energy) and OLA Energy fuel stations, a dedicated commercial sales team organized by product category, a B2B portal (pro.ad-tunisie.com), and a consumer-facing e-commerce storefront (ad-tunisie.com). Additional touchpoints include a 160 m² Kärcher Center Tunisia showroom inaugurated in March 2022, and presence across Facebook, LinkedIn, YouTube, and newsletter channels. The company is positioned as the market leader in Tunisia across spare parts and battery distribution for automobiles and heavy vehicles, garage tools and equipment, automotive paint, lubricants, and industrial supplies.

AD Tunisie generates revenue primarily through one-time sales of distributed products to professional garages, industrial customers, and individual vehicle owners, with B2B transactions handled through field sales teams and a dedicated account portal offering exclusive pricing. The company employs 103 people and is headquartered in Megrine/Tunis at Route Z4 Jebel Jeloud. Distribution operations are supported by after-sales service, technical training delivered in partnership with OEMs (e.g., U-Pol, Leroy Somer, VARTA factory visits), warranty handling, and a stated service availability rate above 90% within 24 hours and 98% within 45 days. Leadership is headed by Président Khélil Chaïbi, and ownership remains entirely within the UTIC group with no external institutional, PE, or venture capital investment evidenced.

Name

AD Tunisie

Legal name

ULYSSE SPARE PARTS USP

Website

https://ad-tunisie.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

AD Tunisie is a Tunisian B2B/B2C distributor of automotive spare parts, batteries, lubricants, garage equipment, bodywork and paint supplies, and industrial supplies. It serves professional garages, industrial buyers, and individual consumers through ~30 Bosch Car Service garages, fuel-station Express BCS outlets, a B2B portal, and an e-commerce storefront.

Ownership category

akta.pro rank

Product category

Automotive Parts Distribution

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Misc Industrial & Commercial Machinery & Equipment (3590)

akta.pro industry

PRIMARYCRAEAEAH

Automotive, Tools & Industrial Supplies (B2B)

Consumer Products & Retail/Discount, Club & Value Retail/Cash & Carry / Wholesale Clubs (B2B & B2B2C)

Keywords

• Automotive spare parts distribution
• Automotive batteries supply
• Garage equipment distribution
• Industrial supplies wholesale
• Automotive lubricants distribution

Headquarters

HQ city

Tunis

HQ country

Tunisia

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Auto Spare Parts Distribution: AD Tunisia sells replacement parts for automobiles and heavy vehicles including shock absorbers, wiper blades, spark plugs, timing belts, starters, alternators, lighting, clutches, filters, braking systems, fuel injectors, steering and suspension parts, transmission parts, diesel parts, water pumps, radiators, and wheel bearings.
2. Batteries: Sale of automotive batteries, motorcycle batteries, and heavy vehicle batteries. Brands include VARTA.
3. Lubricants: Distribution of automotive lubricants including additives, industrial oils, vehicle oils, brake fluid, and coolant. Shell lubricant distributor since 2008.
4. Bodywork and Paint: Sale of bodywork and paint products including abrasives, clips, stone chip protection, windshield adhesive, polishing, masking, mastics, tools, automotive paint, industrial paint, and industrial spray equipment.
5. Garage Equipment: Sale of garage equipment including preparation areas, climate control devices, diagnostic equipment, straightening benches, paint booths, compressors, lifting equipment, tire changers, balancing machines, washing equipment, geometry equipment, lifts, lubrication and greasing equipment, tools, and welding equipment.
6. Industrial Supplies: Distribution of industrial supplies including personal protective equipment, electric motors, bearings, fire safety equipment, Kärcher cleaning equipment, and handling equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

AD Tunisie is a Tunisian B2B distributor (with B2C retail via its website) of automotive spare parts, batteries, lubricants, bodywork and paint supplies, garage equipment, and industrial supplies. The company serves professional garages, industrial customers, and individual vehicle owners through dedicated sales teams, a network of approximately 30 Bosch Car Service (BCS) affiliated garages, an AD Expert garage network, the Kärcher Center Tunisia showroom, an e-commerce platform, and a B2B Pro portal. It is the Tunisian partner of Autodistribution Internationale and a subsidiary of the UTIC group.

Product overview

AD Tunisie operates as a multi-category B2B/B2C distributor and e-commerce platform for automotive and industrial supplies in Tunisia. The core offering comprises six integrated product lines: (1) Pièces de rechange — replacement parts for vehicles (starters, alternators, filters, braking, lighting), (2) Batteries — automotive, motorcycle, and truck batteries (VARTA brand), (3) Lubrifiants — Shell lubricants and industrial oils, (4) Carrosseries et peinture — bodywork repair and automotive paint supplies, (5) Equipements de garage — professional workshop equipment (diagnostic tools, lifts, welding, alignment systems), and (6) Fournitures industrielles — industrial supplies including PPE, electric motors (SIEMENS, Leroy-Somer), bearings, fire safety, Kärcher cleaning equipment, and material handling equipment (HC brand). Distribution is supported through branded garage networks: AD Expert, Bosch Car Service (BCS), and Express Bosch Car Service (EBCS) in fuel stations. The Kärcher Center Tunisia showroom opened in March 2022 serves as the flagship retail presence for professional cleaning equipment. The company serves both retail customers via its e-commerce platform and professional B2B clients through the pro.ad-tunisie.com portal.

Differentiator

Problem solved

Functional benefit

Products and services

• Replacement Parts (Pièces de rechange) Comprehensive range of automotive replacement parts for light vehicles and heavy trucks, including engine components (starters, alternators, distribution belts, injectors), braking systems, suspension parts, lighting, and wheel bearings, sourced from major international equipment manufacturers.
• Batteries Automotive, motorcycle, and heavy truck batteries distributed under brands including VARTA and AD private label, supplied with original-equipment quality for vehicle starting and electrical systems.
• Lubricants (Lubrifiants) Complete range of automotive and industrial lubricants including engine oils (synthetic, semi-synthetic, mineral), industrial oils, brake fluids, coolant, and additives. Official distributor of Shell lubricants in Tunisia since 2008.
• Bodywork and Paint (Carrosseries et peinture) Body repair and painting supplies including abrasives, adhesives, masking materials, putty, automotive and industrial paints, spray equipment, and hygiene/safety products for bodywork professionals.
• Garage Equipment (Equipements de garage) Professional garage workshop equipment including diagnostic tools, air conditioning equipment, straightening benches, paint booths, compressors, lifts, wheel alignment systems, balancing machines, lubrication systems, welding equipment, hand tools (FACOM, Expert brands), and vehicle washing equipment.
• Industrial Supplies (Fournitures industrielles) Industrial supplies including personal protective equipment (PPE), electric motors (SIEMENS, Leroy-Somer, INNOMOTICS), bearings (NTN-SNR), fire safety equipment (Brook), Kärcher cleaning equipment, and material handling equipment (HC brand forklifts, electric stackers, pallet trucks).
• Bosch Car Service (BCS) Network Multi-brand automotive diagnostic and repair garage network following Premium quality standards. Uses original-equivalent replacement parts from equipment suppliers that service automobile manufacturers. Operated across approximately 30 affiliated garages covering all of Tunisia.
• AD Expert Network Multi-brand specialized diagnostic and repair garage network under AD branding, following Premium quality standards with equivalent-to-original replacement parts.
• Express Bosch Car Service (EBCS) Rapid multi-brand repair concept specialized in maintenance and replacement of wear parts, implemented in fuel station locations through partnerships with OLA Energy and Vivo Energy (Shell stations).
• Kärcher Center Tunisia Dedicated Kärcher showroom displaying professional cleaning equipment and Home & Garden product lines, representing official Kärcher distribution in Tunisia.
• AD Tunisia E-commerce Platform B2C e-commerce platform for online ordering of automotive parts, batteries, lubricants, bodywork supplies, garage equipment, and industrial products.
• AD Tunisia Pro (B2B Portal) Professional B2B portal for business customers to place orders, access exclusive pricing, and manage accounts.

Quantifiable outcome

• Service availability rate over 90% within 24 hours and 98% within 45 days

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• KärchercoreChannel Partner/ Reseller/ Distributor · 15 March 2022AD Tunisia is the official Kärcher distributor in Tunisia. Inauguration of Kärcher Center Tunisia on March 15, 2022, a 160 m² showroom on two levels. Multiple CSR initiatives with Kärcher including donations to municipalities and community cleaning events.
• OLA EnergyminorChannel Partner/ Reseller/ Distributor · 22 October 2021Partnership with OLA Energy Tunisia to open Express Bosch Car Service centers in fuel stations. First center opened on October 22, 2021 at Ezzahra station.
• Vivo Energy (Shell)coreChannel Partner/ Reseller/ Distributor · 12 October 2021Partnership with Vivo Energy Tunisia to open Express Bosch Car Service centers in Shell stations. Five spaces inaugurated on October 12, 2021 at Ksar Said, El Omrane, Mghira, Mhamdia, and Sfax stations. Development program of 4 centers per year over 3 years.
• ShellcoreChannel Partner/ Reseller/ Distributor · 1 January 2008Ulysse Spare Parts is the official distributor of Shell automotive lubricants in Tunisia for both individuals and professionals since 2008. Celebration of 10-year partnership with Vivo Energy Tunisia in 2018.
• UTIC (Ulysse Trading and Industrial Companies)coreOthersAD Tunisia is a subsidiary of UTIC group, one of the largest private groups in Tunisia. UTIC operates in six sectors: distribution (Carrefour partner in Tunisia and Algeria), packaging, tourism (three hotels in Jerba), agribusiness, services, and electromechanics (Iveco, Case, Wirtgen, Hyster, Schwing Stetter, Deutz, and Suzuki automobile concessions).
• Autodistribution InternationalecoreStrategic or Co-development PartnerAD Tunisia is the partner of Autodistribution internationale, the European leader in automotive and heavy vehicle spare parts distribution. This partnership provides AD Tunisia with international brand recognition and access to European supply chain and expertise.
• EDT and USP (Electro Diesel Tunisia and Ulysse Spare Parts)coreOthersAD Tunisia groups together the companies EDT and USP, which together form the leader in spare parts and battery distribution for automobiles and heavy vehicles in Tunisia.
• BoschcoreChannel Partner/ Reseller/ DistributorBosch Car Service (BCS) network partner. AD Tunisia manages BCS network including Bosch Car Service (diagnostic and multi-brand repair), Bosch Diesel Service (diesel pump and injector repair), and Express Bosch Car Service (fast repair concept). Website: boschcarservice.tn
• Major Equipment Partners (50+ brands)coreChannel Partner/ Reseller/ DistributorPartners include: 3M, AYD, Binks, Bosch, Capelec, Delphi, DeVILBISS, ELEFANTCAR, Eurocel, Exedy, Expert, Facom, Fini, Gammaplast, Gartec, Gates, GKN, Graf, GYS, Hella, Honeywell, ICA, INA, INP, Istobal, Kapci, Kranzle, Lavor, LUK, Mafepe, Maxmeyer, Maysan-Mando, Mega, Mirka, Monroe, NGK-NTK, NSK, NTN SNR, Panther, Philips, PPG, Ravaglioli, Restagraf, Ruvile, Sachs, Saima, Selemix, Shell, Sika, SKF, Sonax, Stanley, Texa, TRW, Uniwork, U-POL, Valeo, Varta, and others.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• TEMOT International: Global network of independent automotive aftermarket parts distributors operating in 50+ countries. Same fundamental business: distributing parts, batteries, and garage equipment to professional repair shops under both own-label and international brand partnerships.
• Group Auto Union International: International alliance of independent automotive aftermarket distributors covering 30+ countries. Direct business model parallel: B2B parts distribution to affiliated garage networks with shared supplier framework and technical training programs.
• Autodistribution International: European leader in automotive and heavy vehicle spare parts distribution, and AD Tunisia's stated international partner. Operates identical business model: B2B distribution of parts, batteries, garage equipment, and lubricants to a network of affiliated garages and resellers across multiple countries.
• Alliance Automotive Group: Major European aftermarket distributor of automotive parts, tools, and garage equipment with operations across UK, France, Germany, Poland, and the Netherlands. Closely comparable multi-country distributor with branded garage networks and similar supplier relationships to Bosch, Valeo, and other AD Tunisia partners.
• Nexus Automotive International: International automotive aftermarket distribution network spanning 130+ countries with shared procurement, branding, and digital platforms. Highly comparable model to AD Tunisia's relationship with Autodistribution Internationale and represents an alternative international affiliation route for distributors.

Broad incumbents

• Parts Holding Europe: Large European multi-brand automotive parts distributor owned by Bain Capital, operating across France, Belgium, Netherlands, and Luxembourg. Broader incumbent in the same distribution category with similar supplier relationships but at significantly larger scale than AD Tunisia.
• Genuine Parts Company: US-based global distributor of automotive and industrial replacement parts through NAPA Auto Parts and other networks. Broad incumbent with diversified product portfolio spanning parts, industrial supplies, and lubricants—parallel to AD Tunisia's six-category structure but at publicly-traded scale.
• LKQ Corporation: Fortune 500 global distributor of automotive and truck parts, with operations across North America, UK, and continental Europe. Highly relevant broad incumbent demonstrating scale, multi-channel distribution, and branded garage network models—though at vastly larger scale than AD Tunisia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBexsh5kRWlE-ZE7V8ykebg
• Facebookfacebook.com/rechangetunisie
• LinkedInlinkedin.com/company/ad-tunisie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AD Tunisie