Morocco, Stellantis’ 3rd customer in Africa and the Middle East

Morocco is Stellantis’ third customer in the Middle East and Africa region in 2021. With 37,000 vehicles sold (+37% over one year), the country is second only to Turkey (219,000 units) and Egypt (43,000). Last year, Stellantis’ market share in Morocco fell to 20.9%, compared to 20.3% in 2020 and 20.1% in 2019, i.e. before the merger between the PSA group and Fiat Chrysler Automobiles.

In 2021, Morocco is in the Top 3 of Stellantis markets in Africa and the Middle East. With 37,000 vehicles sold (+37% over one year), the Kingdom is the third customer in this region for this car manufacturer, born in early 2021 from the merger between the PSA group and Fiat Chrysler Automobiles (FCA). Morocco points after Turkey (219,000 units sold) and Egypt (43,000). Last year, Stellantis globally sold 411,000 vehicles in the Africa and Middle East region, up 3.8 percent year-on-year. Despite this development, Stellantis’ overall market share in the region declined to 11.9%, down 170 basis points from 2020.

This decrease is notably due to the availability of supply, particularly for Egypt and Turkey, where Stellantis recorded market shares of 23.3% and 29.7% respectively, instead of 25.2%. and 32.1% in 2020. On the other hand, in Morocco, its share decreased to 20.9%, against 20.3% in 2020 and 20.1% in 2019. Morocco is thus more than a base of industrial export for the group. It is also a strategic market for the automaker in the Middle East-Africa region. In addition, Stellantis unveils its main competitors in the new passenger vehicle market in the region. With a share of 12.8% in 2021, it ranks third behind Toyota (18.4%) and Hyundai/Kia (16.8%).

It is ahead of Renault (10.4%), Volkswagen (9.7%), Ford (2.4%) and BMW (1.4%), among others. Remember that in this region, Stellantis is also present industrially in Morocco and Turkey. Last September, its industrial partnership with Morocco took a new step with the signing of a new amendment which reinforces the commitments to develop the automotive industry in the Kingdom. Its objectives are to launch a new 100% electric vehicle, to develop the local fabric supplier with a growth in the volume of purchases in Morocco of 2.5 billion euros in 2023 and an ambition of 3 billion in 2025. S ‘ adds the creation of around 3,000 highly qualified positions for engineers and senior technicians in 2022, which complement the 2,500 production jobs already created at the Kenitra plant.


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