Innovative, forward thinking urban mobility startup Pixii Motors, based in Tunisia, is leading the way in North Africa’s smart electric mobility ecosystem, proving that Africa is a hotbed of innovation. Anis Fekih, Pixii Motors CEO tells AfricArena’s Jabulile Sonya Ngwenya that winning the AfricArena Startup Deep Tech Award at the AfricArena Tunis Deep Tech & AI Summit 2024 was a turning point for his company.
“Winning the Best DeepTech Startup Award at the Tunis Summit 2024 was a major milestone for Pixii Motors,” says Fekih. “It validated our innovation in smart electric mobility and gave us significant visibility, credibility, and investor interest. This recognition has helped us strengthen our positioning in the market, attract potential partners, and build momentum as we move toward commercialization. Events like these not only showcase our technology but also open doors to strategic opportunities that drive our growth forward.”
Fekih shares that he started Pixii Motors together with his two co-founders, Chief Operating Officer Wafa Dhifi and Chief Technology Officer Imed Mlaweh in a post-pandemic environment as a response to an experience he had in Paris one year. He recounts the moment he realized there was a need within the mobility market for what Pixii Motors offers.
“Pixii Motors was born out of a personal experience I had while riding an electric scooter in Paris and struggled to navigate while using my smartphone. It was unsafe, distracting, and impractical, revealing a critical gap in urban mobility. I realized that using a smartphone for navigation while riding was not only dangerous but also inefficient. This experience made me realize the need for an integrated, intelligent solution that enhances safety, connectivity, and efficiency and this sparked the idea of creating a smart electric motorcycle with an integrated cockpit, eliminating the need for external devices while enhancing safety, convenience, and connectivity. Additionally, I saw major gaps in the electric scooter market - issues like range anxiety, safety risks, high operational costs, and lack of intelligent features," Fekih says. “With my background in aviation, engineering, and entrepreneurship, I set out to build a smarter, safer, and more sustainable mobility solution that could revolutionize urban transportation.”
The result? The Pixii Motors Shadow scooter, a smart scooter that effortlessly combines advanced technology, intelligent design, and sustainability enhanced with a stylish, classy appeal and commemorates Pixii Motor’s debut and entrance into the mobility market. “Pixii Motors integrates AI-driven technology into its smart electric mobility ecosystem to enhance safety, efficiency and user experience. The Pixii Shadow scooter features an AI-powered smart cockpit with built-in navigation, real-time diagnostics, and adaptive performance optimization,” says Fekih.
AI-driven solutions are fast transforming Africa’s mobility landscape. Fekih continues, “AI enhances safety with blind-spot detection, crash alerts, and predictive maintenance, reducing accidents and downtime. Our PULSE SaaS fleet management platform uses AI for fleet optimization, real-time tracking, and data-driven insights. Additionally, our upcoming AI-assisted battery swap system ensures seamless energy management and maximized battery lifespan. Pixii Motors delivers an intelligent, connected mobility solution designed for urban efficiency.
Delving briefly into Pixii Motors’ backstory, Fekih says, “Starting Pixii Motors post-pandemic is both challenging and opportunistic. Supply chain disruptions and investor hesitancy made fundraising and production tough, but the shift toward sustainable urban mobility validated our vision. The crisis pushed us to be lean, resourceful, and partnership-driven, helping us secure grants, validate our product, and position Pixii Motors for long-term growth.”
Recalling their journey, Fekih says he and his team bootstrapped with the resources they had in their hands. “Pixii Motors started with just US$7,000; which we used to develop our initial concept and validate our idea. With limited resources, we focused on building an MVP, refining our technology, and securing early traction with US$250,000 raised to do the MVP at Business Angels”
Despite financial constraints, we pushed forward by leveraging strategic partnerships and industry support to bring our vision of smart, connected mobility to life.”
He shares that the largest amount of funds Pixii Motors has raised to date is US$650,000. These funds have been “instrumental in advancing Pixii Motors toward commercialization. We used this funding to finalize engineering, start pre-series production, and launch pilot projects to test our smart electric scooters in real-world conditions. It also supported CE certification and EEC homologation, ensuring our scooters meet international standards. This investment has been key to validating our technology, refining our product, and preparing for full-scale market entry.”
Looking toward the 2025 landscape, Fekih perks up with hope and says he and his team have already reached their goal to raise US$1 million, with 40% secured through pre-Seed funding to drive our go-to-market strategy, PR, branding, and marketing. These funds, he says, “will help us scale production, expand into key markets, and accelerate customer acquisition. We’ll invest in brand positioning, media outreach, and strategic partnerships to establish Pixii Motors as a leader in smart electric mobility. This funding will also support sales growth, marketing campaigns, and product visibility, ensuring a strong market entry and sustained expansion.”
Recalling the internal and external stressors of the funding winter, Fekih says, “During the funding winter, we adapted by focusing on capital efficiency, strategic partnerships, and revenue-driven growth. Instead of relying solely on VC funding, we secured grants, non-dilutive financing, and strategic investors who understood our long-term vision. We also optimized operations, reducing unnecessary costs while maintaining product development and market entry momentum. By launching pilot projects and pre-orders, we validated market demand and generated early traction, making us more attractive to investors. Additionally, we leveraged accelerator programs and corporate collaborations to access resources and networks without heavy spending. This approach allowed Pixii Motors to navigate the funding challenges while staying on track for growth.
Challenges Pixii Motors encountered included those found in “manufacturing, fundraising, certification, market entry and in navigating supply chain issues, we secured strategic suppliers and local assembly.” Fekir acknowledges raising funds in a difficult economic climate was tough, but the US$650,000 they raised fuelled growth, and Pixii Motors obtained its CE certifications and EEC homologation that was made possible through strategic, expert partnerships and US$80,000 in financing. Launching into a competitive global sector isn’t easy for any startup and Pixii Motors focused on AI connectivity and smart features, backed by a strong branding and PR strategy to make them globally competitive. Fekih says, it is “through resilience, execution and partnerships we continue driving smart urban mobility forward.”
Reflecting on the lessons he has learnt on this exhilarating journey, Fekih says, the best advice a mentor gave him was to “focus on execution, not just ideas.” This, he says, helped him greatly as “a great vision means nothing without the ability to deliver, iterate, and scale. This mindset has shaped Pixii Motors, pushing us to validate our technology, secure funding, and launch real-world pilots rather than getting stuck in endless planning. It also taught me that resilience and adaptability are key—challenges will always arise, but those who execute relentlessly and adjust strategically will succeed.”
In addition to winning the Best AfricArena Startup Deep Tech Award at the AfricArena Tunis Deep Tech & AI Summit 2024, Pixii Motors was featured in TechCabal’s Top 25 Startups to Watch in 2025 by Africa-Focused VCs list, boosting its credibility within the market.
Africa’s mobile sector, currently valued at US$4.2 billion and expected to reach US$7.8 billion by 2030. This means Pixii Motors is well positioned to innovate North Africa’s mobility market and beyond and take their market.
Fekih shares that he remains passionate about Pixii Motors and Africa’s future. “I’m passionate about Pixii Motors because it’s not just about building an electric scooter—it’s about reshaping urban mobility and proving that world-class technology can emerge from Africa. My goal is to bring AI, connectivity, and Software-Defined Vehicles (SDV) into light electric mobility, solving critical challenges like safety, navigation, and efficiency. More than just creating a product, we are showing that Africa can lead in deep tech and innovation, pushing the continent to the forefront of the global tech industry and redefining how the world sees African-made technology.”
No two days for Fekih are the same as different challenges arise each day, which he says, usually begins with “a mix of strategy, execution, and problem-solving, with mornings usually starting with team check-ins, reviewing progress on engineering, production, and business development.”
He shares, “A big part of my day is spent meeting with investors, partners, and stakeholders to secure funding, forge collaborations, and drive market expansion. I also dedicate time to product development, ensuring our smart electric scooter meets the highest standards before launch. Afternoons often involve working on go-to-market strategy, PR, and branding to position Pixii Motors effectively. Every day is intense, but the mission of revolutionizing urban mobility and putting African innovation on the global stage keeps me going.”
Pixii Motors’ future plans are to scale production, expand into key markets and solidify their position as a leader in the smart electric mobility market. Fekih adds that they plan to expand beyond the Pixxi Shadow scooter and expand their mobility ecosystem, integrating AI Software-Defined Vehicle (SDV) capabilities, and smart city connectivity. “Our future plans for Pixii Motors focus on scaling production, expanding into key markets, and solidifying our position as a leader in smart electric mobility. The US$1 million they raise this year will go to accelerating their go-to-market strategy, PR, branding, and marketing to ensure a strong market entry and brand awareness. “We are preparing for full-scale production and commercial rollout, starting with pre-orders and pilot deployments to validate our product in real-world scenarios. We also aim to scale our PULSE SaaS fleet management platform and explore battery swap infrastructure to enhance operational efficiency. Ultimately, our vision is to position Africa at the forefront of global mobility innovation, proving that world-class deep tech solutions can emerge from the continent.”
Fekih says his advice to founders entering the electric mobility sector is to “prioritize resilience and persistence. This industry is capital-intensive, highly regulated, and competitive, making it a long game rather than a quick win. Challenges like fundraising, certification, supply chain issues, and market adoption will test your endurance, but those who stay focused, adapt, and execute relentlessly will succeed. Build strong partnerships, validate your product early, and stay lean while proving your market fit. Most importantly, believe in your vision and keep pushing forward - breakthroughs come to those who refuse to quit.”
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