Tesla chooses Morocco

In an official announcement, Elon Musk, CEO of Tesla, has confirmed that Morocco will be the location of the first car manufacturing plant of the American brand in Africa.

With a total investment of more than 5 billion dollars, Tesla hopes to position itself as one of the most important players in the Moroccan automotive sector. To this end, the Californian company will set up in the country's largest industrial complex: Kenitra, located a few kilometres from the port of Tanger Med. 

The arrival of Tesla, after Renault and Stellantis, underlines the industrial attractiveness of the country.

The new plant, which will occupy a total of 300 hectares, will produce the new ‘Model Y’ and a new compact model that will be more accessible due to its starting price of 25,000 dollars and will be designed for developing markets.  

Initial estimates suggest that around 25,000 new jobs will be created and a production capacity of up to 40,000 vehicles per year. The richest person on the planet did not choose the location at random. The CEO of Tesla emphasised the importance of this place as a ‘strategic centre towards Africa and the Arab world’; and highlighted the quality of the local workforce, the political stability of the country and, especially, the efficiency of the logistics infrastructure.

Finally, Musk pointed out that the boom of the port of Tangier Med has been a crucial aspect in the decision-making process. 

With this announcement, Morocco will have industrial complexes belonging to the two most important and richest motor companies in the world: Renault and Tesla. With both CEOs ranked first and fourth respectively as the richest personalities on the planet, Morocco has consolidated its position as the most attractive player in the world for the automotive sector. 

Construction will begin in September 2025 and it is expected to start operating at the end of 2027. If the deadlines are met, the first ‘Made in Morocco’ vehicles will be manufactured at the beginning of 2028. If the figures are confirmed, Morocco will be two years ahead of its goal of manufacturing 1 million vehicles per year.  

Tesla's arrival in Morocco will focus on attracting large investments and on technology transfer in advanced areas, especially in the manufacture of batteries and vehicle electronics.

Karim Tazi, president of the Federation of Mechanical and Metallurgical Industries, took the same line, pointing out that this will improve the national industry and enable public institutions to invest more in industry.

This project is also aligned with the country's ecological strategy. In the context of decarbonisation, renewable energy and sustainable transport, the arrival of Tesla reinforces Morocco's industrial autonomy in the midst of the energy transition.