Auto Hall implements growth strategy in Morocco

Auto Hall is implementing a strategic transformation to strengthen its position in the Moroccan automotive market. According to CEO Achraf Hajjaji, the group’s growth strategy focuses on expanding its brand portfolio, accelerating digital services, and prioritizing hybrid and plug-in hybrid technologies as a transition toward electric mobility.

Founded in 1907, the group maintains an extensive network across more than 30 cities in Morocco with nearly 50 sites. Its business model has evolved beyond vehicle sales to include financing, insurance, used vehicle sales, and after-sales services. The company’s diverse brand portfolio includes Mitsubishi, Fuso, Nissan, Ford, Opel, Alfa Romeo, MG, Seres, and Chery.

To meet changing consumer expectations, Auto Hall is integrating digital tools into the customer journey. Clients can now configure new vehicles, estimate trade-in values, apply for financing, and book test drives or maintenance appointments online. However, the group intends to maintain its physical showrooms to offer a hybrid approach between digital and in-person services.