Tesla to Launch Its First African Operation in Morocco
Tesla is preparing to launch its first African operations in Morocco, a landmark move for both the company and the continent’s automotive industry. The EV giant recently advertised a position for a Country Sales & Delivery Leader based in Casablanca, signalling the start of full operational activities in the North African nation.
The selected candidate will oversee sales, deliveries, daily operations, and market expansion, while also serving as Tesla’s local ambassador — offering insights and recommendations to support business strategy and growth.
Why Tesla Chose Morocco Over South Africa
Although South Africa has the largest car market in Africa, Morocco has rapidly become the continent’s fastest-growing automotive hub and is poised to overtake South Africa in production volume.
In 2024:
- Morocco produced 559,645 vehicles, a 5% increase from 2023.
- South Africa produced 599,755 vehicles, marking a 5% decline year-on-year.
- Morocco now leads Africa in passenger vehicle manufacturing.
- It also tops the continent in electric vehicle (EV) production, with 40,000–50,000 EVs expected to roll off its assembly lines in 2024.
- South Africa, by contrast, has not yet produced a fully electric vehicle.
Morocco also offers strategic advantages, including:
- Closer geographic proximity to Europe
- Lower shipping costs
- A more advanced EV charging network — 1,000 stations, compared to South Africa’s 400–500
Strong Government Incentives Fuel EV Growth
Morocco’s pro-EV policies are another major attraction for Tesla. The government has eliminated value-added tax (VAT) and customs duties on electric vehicle imports. Companies that adopt EVs also receive additional incentives.
As a result:
- 1,125 EVs were sold in Morocco in 2024
- Sales are projected to rise to 4,248 units in 2025
These policies, combined with a growing industrial base, position Morocco as one of Africa’s most promising EV markets.
Implications for Africa’s Automotive Landscape
Tesla’s arrival has the potential to accelerate Morocco’s emergence as Africa’s EV manufacturing and distribution hub. It also places pressure on South Africa, which continues to lag due to high import taxes, limited incentives, and slow infrastructure rollout.
Meanwhile, Chinese EV giant BYD is aggressively expanding in South Africa through:
- New dealerships
- Charging stations
- More affordable EV models
With Tesla entering the continent, competition is expected to intensify. More automakers may invest in North Africa, benefiting from Morocco’s growing automotive ecosystem, skilled workforce, and investor-friendly policies.
A Turning Point for Africa’s EV Future
Tesla’s move could reshape Africa’s electric vehicle landscape by:
- Attracting global automakers
- Accelerating EV adoption
- Increasing investment in manufacturing
- Driving innovation across the continent
For South Africa, the pressure is on to scale up EV production, modernise policies, and expand charging infrastructure to stay competitive. For Morocco, Tesla’s entry further cements its position as Africa’s rising automotive powerhouse.
