Tesla enters Africa with Morocco launch, eyes continental growth

At a Glance

• Tesla opens first Africa office in Casablanca to boost EV and solar tech sales. 
• The new Morocco base will handle electric car sales, charging, and clean energy services.
• Tesla eyes Kenitra factory as part of broader Africa EV and battery expansion.

Tesla Inc. has opened its first African office in Casablanca, Morocco, marking a pivotal entry into the continent’s electric vehicle and renewable energy market.

The U.S.-based EV giant incorporated Tesla Morocco on May 27, 2025, with a startup capital of MAD 27.5 million ($3 million), deepening its commitment to global expansion and sustainable mobility. 

The new subsidiary is based in the upscale Crystal Tower at Casablanca Marina, positioning Tesla in the heart of one of Africa’s most business-friendly cities.

This marks the company’s first official operational footprint on the continent.

Integrated operations, clean energy goals 

Tesla Morocco will oversee a full suite of services: from electric vehicle (EV) importation and sales to charging infrastructure, servicing, and clean-energy product distribution, including solar panels and battery storage systems. 

The company has been quietly laying the groundwork since 2021 with hybrid supercharger installations in cities such as Casablanca, Tangier, Rabat, Fez, Marrakesh, and Agadir.

The new office will also house after-sales support, technical training, and service operations, creating a localized Tesla ecosystem.

Renewable energy and automotive synergy 

Tesla’s entry into Morocco is backed by Tesla International B.V. and Tesla Motors Netherlands B.V., and is jointly managed by Rafael Arqueza Martin and Shahin Oliver Khorshidpanah.

Morocco was chosen for its strategic location, favorable investment climate, and advancing renewable energy goals. 

The North African country has made significant strides in solar and wind energy, while hosting a thriving automotive manufacturing base.

These strengths align with Tesla’s long-term clean-tech objectives and Africa-focused growth strategy.

Factory plans near Kenitra signal broader push 

In April 2025, CEO Elon Musk confirmed Tesla’s plans to construct a manufacturing facility near Kenitra, north of Rabat.

The plant, once operational, will support assembly and distribution for regional markets. The Casablanca office is seen as the first step toward that vision. 

Elon Musk’s vision for Tesla since its founding in 2003 has been to accelerate the world’s shift to sustainable energy.

The establishment of Tesla Morocco signals that Africa is now a critical frontier for this mission.

With Africa’s growing demand for clean energy and sustainable transport, Tesla’s Morocco launch could be the beginning of a wider continental rollout, signaling new competition and innovation in the African EV sector.