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Citing figures from Morocco's Association of Vehicle Importers (AIVAM), local Moroccan media report that Chinese carmakers doubled their market share in Morocco to 11.3 % in H1 2026. A total of 21 Chinese brands registered combined sales of 13,148 units. In June alone, sales reached 2,662 units, accounting for 10.8 % of local passenger‑vehicle deliveries.
Rather than competing purely on price, Chinese brands are profoundly reshaping Morocco's automotive landscape. Meanwhile, Morocco's overall new‑car market is also on an upward trajectory.
According to Moroccan scholar Azrak, local car‑buyers are no longer drawn to Chinese vehicles only for low costs. They now appreciate their specs, design, smart functions and new‑energy tech. Upgraded quality allows Chinese models to offer premium‑grade features at better prices, lifting their market share.
Higher pricing from European‑Japanese competitors, together with better dealership and after‑sales services from Chinese brands, has lifted consumer confidence. Industry insiders warn that should the trend continue, established European automakers have to rethink their Morocco strategy and strengthen competitiveness in pricing, products, after‑sales, warranty and local manufacturing.
Chinese automakers are not merely selling complete‑built vehicles in Morocco; they are also leveraging the country as a key manufacturing hub to reach European and American markets. Substantial Chinese automotive‑industry capital has flowed into Morocco, especially within the power‑battery sector. Firms such as BTR have launched large‑scale local projects, building out a full supply chain for battery materials and auto components capable of supporting an annual output of 500 000 electric vehicles in the future.
Analysts note that Morocco aims to capitalize on Chinese investment to transform itself from an automobile‑import market into a regional automotive‑manufacturing centre. By importing technology, raising the local‑content ratio of auto parts, scaling up exports and improving its trade structure, Morocco intends to elevate its position within the global new‑energy‑vehicle industrial chain.