Tesla enters Morocco ahead of 2030 World Cup

• Tesla Morocco established
• Headquarters in Casablanca
• Focus on EV’s and clean energy

US multinational automotive company Tesla has reportedly officially entered the Moroccan market, in a bid to take advantage of surging business demand ahead of its co-hosting of the Fifa 2030 World Cup.

The new company, named Tesla Morocco, was established on May 27 by two Dutch business entities, one called Tesla International (which serves as a regional hub for Tesla’s operations across Europe, Asia, Latin America and Australia) and Tesla Motors Netherlands, Tesla’s established subsidiary in the Netherlands, Sabah Aghadir daily and other Moroccan media outlets said.

The new limited liability company will have its headquarters at Crystal Tower in Casablanca Marina, a prominent and prestigious business hub situated on Boulevard des Almohades in Morocco’s economic capital Casablanca on the Atlantic.

The report said the new company’s objectives include the import, distribution, sale, maintenance and repair of electric vehicles and energy storage systems, along with the provision of replacement vehicles.

Tesla Morocco will also be responsible for the deployment of electric vehicle charging infrastructure throughout the country, it added.

In 2021, Tesla chose Morocco to install its first Superchargers in Africa, in the Moroccan cities of Tangier and Casablanca.

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Besides vehicles, Tesla Morocco aims to promote and commercialise solar systems, photovoltaic panels, network services and other related clean energy solutions. 

The subsidiary’s activities will also include engineering, training, technical support and the sale of accessories, all aligned with Tesla’s global mission to accelerate the world’s transition to sustainable energy.

In the run-up to co-hosting the World Cup with Spain and Portugal, the country has unleashed a massive investment in building its infrastructure.

Morocco is investing MAD42 billion ($4.1 billion) in airport expansion by 2030, MAD96 billion in the rail network extension and MAD12.5 billion to develop its highway infrastructure.

US tycoon Elon Musk, Tesla’s founder and the world’s richest person, has also targeted the Moroccan market through Starlink, a US satellite internet provider which he owns.

Press reports said in March that Starlink has entered negotiations with Morocco to launch a project in the disputed desert Sahara region. The project could bring significant dynamism to Morocco’s southern provinces by providing high-speed satellite-backed internet, the report said.