Bugatti trades Monaco boulevards for Morocco’s rugged roads

Bugatti has shown its hypercars are not only for polished boulevards in Monaco or Dubai, but also for Morocco’s dramatic deserts and winding mountain roads.

In 2024, under the High Patronage of King Mohammed VI, the French marque hosted its Grand Tour across Morocco. The event brought owners of Bugatti’s Chiron and Veyron models for a 1,000-kilometre drive through landscapes few would ever associate with million-dollar cars.

The tour began at the Royal Mansour Tamuda Bay Hotel in Fnideq, where cars roared past ocean cliffs in northern Morocco. From there, drivers tackled deserts, riverbeds, and the legendary Serpentine Road, a twisting stretch that tested both man and machine.

“Bugatti has always stood for performance and prestige. Morocco gave us the chance to prove we can master beauty and challenge at once,” said a company spokesperson.

The convoy climbed the High Atlas Mountains before finishing in Marrakech, a symbolic end to what Bugatti called one of its most daring and emotional tours.

In another development that shows Morocco is fast becoming Africa’s auto hub, Tianyouwei Electronics, a Chinese auto group, announced a €65 million ($71 million) investment in a new Moroccan subsidiary to produce automotive components and smart cockpits. The facility will serve both local manufacturers and the European market, adding momentum to Morocco’s ambitions to become Africa’s auto hub.

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