Automobile: after a black year 2025, Morocco embarks on its electric revolution

The time has come for a relaunch through investment. To turn the page on a year marked by a decline, the manufacturers established in the Kingdom are undertaking a structural transformation of their assembly lines. A major operator has thus validated a plan running until 2030 to convert its production capacity of 500,000 vehicles towards a flexible line, capable of assembling thermal, hybrid and electric engines indifferently. At the same time, the Kénitra plant is preparing the launch of two new high-end models, consolidating a national capacity that now reaches one million vehicles per year.

This technological shift comes after a particularly trying fiscal year 2025, described without mincing words by the Minister of Industry and Trade, Ryad Mezzour: "the year was extremely difficult". The indicators turned red as early as the first quarter, with a 14.6% drop in the assembly segment by the end of September. This underperformance is explained by the decline in demand for thermal vehicles in Europe, but also by the aggressive competition from Chinese electric cars.

Beyond the external situation, the industry has suffered from a specific failure. A flagship model assembled in Morocco, representing an annual volume of 190,000 units, saw its sales collapse due to technical problems related to the engine. An industrial crisis that served as an electric shock to accelerate the adaptation of the Moroccan platform to new global standards.