Why Japan’s top automakers target Morocco’s thriving automotive market

Japanese automotive firms are ramping up their interest in Morocco, eyeing the country’s thriving car industry and its strategic location as a gateway to African and European markets. On Monday, a delegation led by the Japan External Trade Organization (JETRO Rabat) began a business mission in Rabat, showcasing Morocco’s industrial potential to Japanese investors.

The mission, which ran until February 5, included site visits to key automotive hubs in Kenitra and Tangier, and meetings with Moroccan agencies such as AMDIE and AMICA. Hicham Chaoudri, Director of Investment at Morocco’s Ministry of Investment, described the initiative as a vital step toward strengthening ties between the two nations. “With over 70 Japanese firms already established here, their commitment demonstrates confidence in Morocco’s business climate and its long-term growth prospects,” Chaoudri said.

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Japan’s investments have been instrumental in transforming Morocco into a regional automotive powerhouse. In 2023 alone, Morocco’s automotive exports surpassed $10 billion, cementing the industry as the country’s top foreign currency earner. The sector contributes over 25% of Morocco’s GDP, driven by advanced infrastructure and government incentives.

Maria Ouazzani Chahdi, AMDIE’s Automotive Chief, highlighted Morocco’s growing appeal to global investors. “Our high-speed rail connecting key cities, 18 international airports, and Tanger Med—the largest port in Africa—have made Morocco a logistics hub,” she said. These factors, coupled with a robust industrial ecosystem, have positioned Morocco as a prime destination for international automotive giants.

Nishimoto Hirochi, Senior Deputy Director at Japan’s Ministry of Economy, Trade, and Industry, echoed the sentiment, emphasizing Japan’s commitment to intensifying its presence in Morocco. “This mission signals our dedication to fostering stronger economic ties and exploring new ventures,” he said.

The delegation’s visit follows Morocco’s “Morocco Now” campaign, which promotes the nation as a sustainable, strategic hub for trade and business. Last November, Karim Zidane, Morocco’s Minister Delegate for Investment, visited Tokyo to showcase the country’s opportunities.

Japan ranks as one of Morocco’s key Asian partners, and its investments in Morocco’s automotive industry continue to bolster the North African nation’s economic diversification. With companies like Toyota and Nissan exploring new partnerships, Morocco’s rise as a global automotive leader seems inevitable.

Chahdi summarized Morocco’s ambitions: “We’ve built a hyper-efficient industrial ecosystem that ensures continuous foreign investment. Morocco isn’t just a destination; it’s a springboard to regional and global markets.”