Tesla’s Morocco Base Kicks Off African Expansion

Tesla has finally set wheels on the continent, opening its first African office in Casablanca, Morocco. The launch comes after years of quiet groundwork and speculation. Now, the electric car giant seems poised to make Morocco the heart of its African operations.

Officially registered on 27 May 2025, Tesla Morocco is housed in the Casablanca Marina district. It is Tesla’s first formal subsidiary in Africa. The office will handle a range of services—from importing and selling electric vehicles (EVs) to installing charging stations and deploying solar and battery systems.

Early Signals and Strategic Intent

Long before this official launch, Tesla had already begun making subtle moves across Morocco. In 2021, the company rolled out hybrid Superchargers in key cities like Casablanca and Tangier. While those early efforts were limited, they laid the foundation for gauging consumer interest and testing the market.

Now, the new Casablanca hub shifts Tesla’s approach from testing to full-on engagement. The office isn’t just symbolic—it’s where customer support, infrastructure coordination, and product deployment will happen.

Morocco’s favourable energy policies, strong automotive ecosystem, and proximity to Europe have made it a top entry point for global EV players. Tesla’s move echoes the same strategy used in other regions: begin with service and infrastructure, then scale up.

From Sales to Local Production?

In April 2025, Tesla CEO Elon Musk confirmed plans to establish an African factory near Kenitra, a city already known for car manufacturing. While details remain sketchy, the announcement stirred global interest. The new Casablanca office is expected to serve as a launchpad for this potential factory and future expansion into neighbouring markets.

Tesla’s Africa push goes beyond selling cars. The company wants to provide everything needed to make EVs practical on the continent: charging points, clean energy, and storage systems. This integrated strategy could help close the infrastructure gap that still limits EV adoption in many African cities.