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Tesla Set to Launch Its First African Operation in Morocco
Tesla is about to make a big move by launching its first African operation in Morocco. This is a huge step for the electric car company and could shake up the entire automotive scene on the continent. To get started, Tesla has already posted a job opening in Casablanca for a Moroccan Country Sales & Delivery Leader. This person will handle everything from boosting sales and managing deliveries to running day-to-day operations and helping Tesla grow its market share in Morocco.
The chosen candidate will also act as Tesla’s local representative, offering key advice and insights to guide business decisions. It’s interesting that Tesla is picking Morocco even though its car market is smaller than South Africa’s, which is Africa’s biggest car market right now.
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Morocco’s car industry is growing fast and might even overtake South Africa this year. In 2024, Morocco put out 559,645 cars, which is 5% more than in 2023. Meanwhile, South Africa made 599,755 cars, which is actually down 5% from the previous year.
Why Morocco Is a Great Spot for Tesla and EVs
Morocco now produces more passenger cars than South Africa and is actually leading the way in electric vehicle (EV) production. It’s expected to make between 40,000 to 50,000 EVs in 2024. Meanwhile, South Africa hasn’t produced a fully electric car yet.
One of Morocco’s big selling points is its better access to European markets and lower shipping costs compared to South Africa. It also has a much more advanced EV charging setup, boasting around 1,000 charging stations, while South Africa has between 400 and 500.
The Moroccan government is really pushing for EV growth. They’ve cut the value-added tax and customs duties on electric vehicle imports. Plus, companies using EVs get extra benefits. In 2024, Morocco sold 1,125 EVs, and that number is expected to jump to 4,248 in 2025.
What Tesla Coming to Morocco Means for Africa
Tesla set to launch its first African operation in Morocco could speed up the country’s rise as a key vehicle production hub in Africa. South Africa has fallen behind in going electric because of high import taxes and a lack of incentives for EVs, which has kept its market quite small. On the flip side, Morocco’s government support and better infrastructure make it far more attractive for EV makers and buyers alike.
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Tesla’s entry could shake up Africa’s electric vehicle market and make it more competitive. For example, BYD, a Chinese EV maker, has been investing heavily in South Africa, opening dealerships, building charging stations, and offering more affordable electric cars. Now, with Tesla coming into Morocco, other companies might also ramp up their efforts, bringing new investments and ideas to the region.
This could also encourage other car manufacturers to put money into North Africa, benefiting from Morocco’s growing automotive sector and EV incentives. Meanwhile, South Africa will have to push harder on EV production, adoption, and infrastructure development if it wants to keep pace.
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