Nimr Tunisie

What Nimr Tunisie does

Nimr Tunisie (NIMR) is the Tunisian automobile distribution arm of diversified industrial conglomerate COMET GROUP, founded in 1971 in construction metalwork. NIMR itself was established in 2018 as the local concessionaire for DONGFENG and has since expanded its OEM portfolio to six Chinese brands: DONGFENG (commercial trucks and SUVs), DFSK (passenger vehicles and pickups), SINOTRUK (heavy-duty trucks locally assembled at COMET factories), Golden Dragon (buses and minibuses from 9 to 53 seats), Lonking (construction equipment including forklifts and wheel loaders), and SINOMACH (motor graders and compactors). The company operates 8 sales agencies and 7 after-sales service centers (SAV) across Tunisia, supported by a 4,500+ reference genuine spare parts inventory and warranty coverage of 12 to 84 months depending on manufacturer.

Its revenue model is built on three streams: one-time vehicle and equipment sales across the commercial, passenger, bus, and construction segments; original spare parts sales; and recurring maintenance and repair services. Pricing is quote-based and not publicly disclosed, with promotional financing bundled through banking partnerships with Attijari Bank and Zitouna Bank. NIMR serves a dual B2B/B2C customer base: commercial fleet operators, construction and logistics companies, public-works contractors, and individual consumers (including a formal partnership with the Conseil de l'Ordre des Médecins for preferential purchasing). The go-to-market combines direct showrooms, a sub-concessionnaire network, trade show participation (Auto-Expo, SMA MEDFOOD, Petroafrica Big 5), regional roadshows, and the KARHABTY mobile app for customer engagement.

The business sits at the intersection of vehicle distribution and after-sales services in a small but adjacent North African market, with a defensible multi-brand Chinese OEM portfolio and a physical network that would be expensive to replicate. Recent strategic moves - the addition of SINOTRUK heavy trucks, a new EV/hybrid showroom in Sousse, and the Djerba agency - indicate active footprint and product expansion, particularly into new-energy vehicles and heavy commercial segments. Constraints include concentration on Chinese OEM brands (subject to OEM-political and FX risk), an undisclosed revenue base, and no visible AI/digital capability beyond the KARHABTY app.

Name

Nimr Tunisie

Legal name

NIMR

Website

https://nimr.com.tn

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Nimr Tunisie is a Tunisian automobile distributor and a subsidiary of COMET GROUP, distributing six Chinese OEM brands (DONGFENG, DFSK, SINOTRUK, Golden Dragon, Lonking, SINOMACH) across passenger, commercial, bus, and construction equipment segments. It runs 8 agencies and 7 service centers nationwide, selling vehicles, spare parts, and after-sales services.

Ownership category

akta.pro rank

Headquarters

HQ city

Tunis

HQ country

Tunisia

HQ region

Africa

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new vehicles including passenger cars, utility vehicles, trucks, buses, minibuses, and construction equipment across multiple Chinese brands (DFSK, DONGFENG, SINOTRUK, GOLDEN DRAGON, LONKING, SINOMACH).
2. Original Spare Parts: Sale of original spare parts with over 4,500 references available covering mechanical parts, electrical parts, body parts, and wear parts for all marketed vehicle brands.
3. Maintenance & Repair Services: Service after-sale including revisions, oil changes, mechanical and electronic repairs, battery service, windshield repair, brake maintenance, tire sales and mounting, technical inspection, and accessory installation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

NIMR Tunisie is an automobile dealership and distributor in Tunisia representing Chinese OEM brands (DONGFENG, DFSK, SINOTRUK, Golden Dragon, LONKING, SINOMACH). The company sells passenger vehicles, commercial vehicles (buses and minibuses), heavy-duty trucks, and construction equipment, while also providing maintenance, repair, original spare parts, warranty coverage, and vehicle financing solutions through its nationwide network.

Product overview

Nimr Tunisie is an official automobile dealership and distributor operating in Tunisia across multiple sub-brands. Its product portfolio consists of three main vehicle categories: (1) Golden Dragon buses and minibuses (9, 15, 18, 30, 41, and 53 seats) for passenger transport; (2) Lonking construction and material handling equipment including forklifts (3T with ISUZU or XINCHAI engines), wheel loaders (CDM 835 and CDM 856), and compact loaders (CDM 307); and (3) SINOMACH construction machinery (motor graders and waste compactors). Commercial vehicle brands include SINOTRUK heavy-duty trucks (carriers and tractors in various configurations) and SINOTRUK COMMANDER and MATADOR light trucks, all assembled locally at COMET Tunisia. Passenger vehicle brands include DONGFENG (SUVs including FORTHING T5 EVO, sedans including S50, and pickups including RICH 6) and DFSK (crossovers including GLORY 500, minitrucks, and pickups). The company also offers the DFSK E5 rechargeable hybrid vehicle. Supporting the product portfolio are after-sales services including vehicle maintenance and repair (seven centers), a spare parts supply (4,500+ references), warranty coverage, financing support, and the KARHABTY mobile app for appointment booking and service tracking.

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Dragon Bus 41 places A 41-seat coach (including 2 service seats) with pneumatic suspension, Cummins ISDe 270 30 engine, ZF transmission, air conditioning, LCD entertainment screens, USB charging, and WiFi. Designed for intercity passenger transport.
• Golden Dragon Bus 30 places standard A 30-seat standard bus with mechanical suspension, Cummins ISDe 180 30 engine (Euro III), and FAST transmission. Designed for intercity transport with air conditioning and tinted windows.
• Golden Dragon Bus 30 places confort A 30-seat comfort version bus with pneumatic cushion air suspension (ZF brand), WABCO ABS braking, automatic fire detection and extinction system in the engine compartment, and 4 cameras with recording and 4-screen display.
• Golden Dragon Bus 53 places A 53-seat Navigator coach with Cummins ISMe 380 engine (Euro III), automatic ZF transmission, 400-litre fuel tank, double-glazed tinted windows, 9m3 luggage compartment, air conditioning at 32,000 Kcal/h, WiFi, and refrigerator.
• Golden Dragon Minibus 9 places A 9-seat minibus/break with ISUZU diesel engine (BJ493ZLQ4), direct injection, 70L fuel tank, ABS and EBD safety systems, manual air conditioning, and a top speed of 115 km/h.
• Golden Dragon Minibus 15 places A 15-seat minibus with manual air conditioning, rear ventilation, height-adjustable steering wheel, aluminum 15-inch rims, and USB/Bluetooth connectivity with DVD screen.
• Golden Dragon Minibus 18 places An 18-seat minibus with 4-cylinder diesel engine, 145 hp, manual transmission, rear-view camera with parking radar, LED headlights, and 16-inch aluminum rims.
• Lonking Chariot 3T (LG30D) A 3-ton capacity forklift available with ISUZU or XINCHAI diesel engines, featuring ergonomic design, high-capacity radiator, wide-view mast, and Duplex and Triplex configurations.
• Lonking Chargeuse CDM 835 A wheel loader with Cummins engine, LONKING Powershift transmission, 1.7 m3 bucket capacity, 3,500 kg rated bucket load, and ROPS/FOPS air-conditioned cabin.
• Lonking Chargeuse CDM 856 A heavy-duty wheel loader with 3.0 m3 bucket capacity, 5,000 kg rated load, ZF transmission, Kawasaki hydraulics, 17,300 kg operating weight, and 155 kN traction force.
• Lonking Mini-chargeuse CDM 307 A compact loader with Kubota engine, integrated dashboard, 2,700 kg operating weight, 0.43 m3 bucket capacity, and fast-attachment system for quick accessory changes.
• SINOMACH Niveleuse 722H A single-cab motor grader featuring a Caterpillar 3306 engine, mechanical injection, ZF gearbox, electro-hydraulic steering, and FOPS/ROPS cab.
• SINOMACH Compacteur GYL283 A waste compactor with SHANGCHA SC9DK26 diesel engine, hydraulic system, high-visibility air-conditioned cabin, and infrared video surveillance system.
• SINOTRUK TX430 Porteur 8x4 An 8x4 heavy-duty truck carrier with MAN MC07.2830 engine under license (28 fiscal hp), German ZF gearbox with rear power take-off, BOSCH steering and controller, and WABCO braking (ABS and EBS). Locally assembled at COMET Tunisia factories.
• SINOTRUK TX430 Tracteur 4x2 A 4x2 tractor truck with MAN MC11.43-30 engine under license, robotized AMT HW25716ACL gearbox, and WABCO braking system.
• KARHABTY mobile application Mobile application launched by NIMR Automobile that enables DONGFENG and DFSK vehicle owners to book service appointments, consult vehicle service history, receive maintenance reminders, and access brand news, offers, and services. Available on Google Play and App Store.
• DFSK E5 (Plug-in Hybrid) A rechargeable hybrid (PHEV) family vehicle marketed as providing comfort and freedom, positioned for the Tunisian passenger market.
• DFSK GLORY 500 A crossover model from DFSK launched on the Tunisian market, positioned as DFSK's new crossover offering for personal and family use.
• DONGFENG FORTHING T5 EVO A compact elegant crossover from DONGFENG positioned as the most sporty of the new SUVs on the Tunisian market.

Quantifiable outcome

• DONGFENG ranked among TOP 3 of best-selling light and medium-duty trucks in Tunisia (2018)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Conseil de l'Ordre des Médecins de TunisieminorGTM or Marketing Partner · 14 February 2025Exclusive partnership convention offering preferential purchasing conditions to members of the Medical Council for acquiring DFSK or DONGFENG vehicles, including preferential pricing and complimentary service packs.
• Total TunisiecoreStrategic or Co-development PartnerPartnership signed March 2018 for exclusive use of TOTAL lubricants by NIMR's after-sales service in Tunisia. This partnership ensures quality lubricants for all service operations.
• Attijari BankminorGTM or Marketing PartnerJoint promotional financing offers for DONGFENG and DFSK vehicle purchases during summer campaigns.
• Zitouna BankminorGTM or Marketing PartnerJoint promotional financing offers for DFSK vehicle purchases through roadshow campaigns across various regions.
• LCA Forever DjerbaminorChannel Partner/ Reseller/ DistributorSub-concessionnaire opened in Djerba in May 2025 as part of NIMR's national expansion strategy to bring services closer to customers.
• Expert Assistance SfaxminorChannel Partner/ Reseller/ Distributor3S (Sales, Spare parts, Service) agency partnership in Sfax for distribution and service of DONGFENG MOTOR brands.
• Leader Repair NabeulminorChannel Partner/ Reseller/ Distributor3S agency operated by Leader Repair in Nabeul for commercial network and after-sale service development.
• MG Auto TeboursoukminorChannel Partner/ Reseller/ DistributorAgency opened in Teboursouk, Béja governorate to reach customers in the Northwest region.
• S2A GabèsminorChannel Partner/ Reseller/ DistributorSub-concessionnaire network partner in Gabès region.
• COMET GROUPcoreStrategic or Co-development PartnerNIMR is a subsidiary of COMET GROUP, a major player in metal construction since 1971. SINOTRUK trucks are locally assembled at COMET factories with 100% Tunisian workforce and expertise.
• MAN (German Truck Manufacturer)coreStrategic or Co-development PartnerSINOTRUK formed strategic alliance with German manufacturer MAN. Both brands work jointly on development of engines, axles, chassis, and new technologies, reinforcing their partnership.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Regional players

• Mantrac Group: Caterpillar's exclusive dealer across multiple African markets including Egypt, Kenya, Tanzania, Nigeria, and others, distributing construction and mining equipment with full after-sales support. Comparable to NIMR's LONKING and SINOMACH construction-equipment distribution business, though focused on the Caterpillar brand and operating in different African markets.
• Motus Holdings: JSE-listed South African automotive group distributing multiple vehicle brands including Toyota, Hyundai, and Ford, plus an aftermarket parts business. Comparable to NIMR as a multi-brand automotive distributor in Africa with a parts distribution arm, though operating in the larger and more developed South African market.
• AutoHall: Major Moroccan multi-brand automobile distributor representing Hyundai, Kia, Mitsubishi, and other brands across Morocco. Comparable to NIMR as a North African multi-brand automotive distributor with parallel showroom, service, and parts business, though serving a different national market.

Direct peers

• SOPRIAM: One of Tunisia's longest-established automotive distributors representing Renault, Dacia, and Nissan brands. Comparable to NIMR as a multi-brand importer/distributor operating showrooms, service centers, and spare parts distribution across Tunisia for foreign OEMs.
• STAFIM (Société Tunisienne d'Automobiles et de Matériel): One of Tunisia's largest automotive distributors, representing Peugeot, Renault Trucks, and other European brands with a national showroom and service network. Comparable to NIMR as a major multi-brand distributor with established after-sales infrastructure in the same Tunisian market.
• Ennakl Automobiles: Tunisian multi-brand automobile distributor listed on the Tunis Stock Exchange, representing Volkswagen, Audi, Porsche, SEAT, and Skoda in Tunisia. Directly comparable to NIMR as a multi-brand automotive distributor serving the same Tunisian market with parallel B2B fleet and B2C segments, showrooms, and after-sales networks.
• Groupe Loukil: Diversified Tunisian conglomerate with a significant automotive distribution arm representing Mercedes-Benz, Audi, Volkswagen, and other premium brands alongside non-automotive businesses. Comparable to NIMR as a multi-brand automotive group operating showrooms, service centers, and parts distribution in Tunisia under a larger industrial parent.

Broad incumbents

• Barloworld: JSE-listed South African industrial group distributing Caterpillar earthmoving equipment, motor vehicles, and power systems across Southern Africa. Comparable to NIMR as a multi-brand distributor of construction equipment and vehicles in Africa, though at substantially larger scale and broader regional scope.
• Inchcape plc: LSE-listed global automotive distributor operating across more than 40 markets representing premium and mass-market OEMs with distribution and after-sales services. Comparable to NIMR's core business model of multi-brand automotive distribution with integrated service operations, though operating at vastly larger scale globally.
• CFAO Mobility: Pan-African automotive and mobility distributor operating in over 30 African countries representing multiple international vehicle and equipment brands. Comparable to NIMR as a multi-brand automotive distributor in Africa, though operating at materially larger scale and broader geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NIMR.Tunisie
• LinkedInlinkedin.com/company/nimr-tunisie

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Nimr Tunisie