Casablanca – Chinese automotive giant Dongfeng Motor Corporation is strengthening its footprint in Morocco with the official launch of its passenger vehicle (PV) lineup, marking a new phase in its strategic expansion across Africa. The company’s entry into the Moroccan PV market, announced during an event in Casablanca, reflects its ambition to evolve from a commercial vehicle supplier into a versatile automotive brand catering to both private and professional customers.
Already present in the Kingdom through its light commercial vehicles (LCVs) and local truck assembly operations, Dongfeng is now introducing five new models designed to appeal to Moroccan consumers seeking affordable, technologically advanced, and environmentally friendly mobility solutions. This commercial push comes as Morocco’s automotive sector experiences a strong rebound, with sales increasing by over 36% in the first half of 2025, and a market increasingly oriented toward hybrid and electric vehicles.
Five new models for a diversifying market
The new range includes a mix of gasoline, hybrid, and fully electric vehicles, targeting different segments of the Moroccan population:
- SHINE: a gasoline-powered sedan priced at $17,500
- SHINE MAX: a hybrid version of the SHINE, offered at $25,670
- MAGE and HUGE: two hybrid SUVs priced at $25,670 and $29,800 respectively
- DONGFENG BOX: a fully electric city car with a real-world driving range of 344 km, priced at $22,600
All vehicles in the lineup feature modern connectivity, advanced safety systems, and semi-autonomous driving technologies. Highlights include a 540° panoramic camera, a 13-inch touchscreen display, smart 4D air conditioning, and panoramic sunroofs for select models. The BOX, designed specifically for urban use, is equipped with a semi-autonomous driving mode and optimized battery efficiency.
Responding to a shifting automotive landscape
The launch comes amid growing interest in sustainable transport solutions in Morocco. As fuel prices and environmental concerns shape consumer choices, Dongfeng’s offering aims to address the demand for vehicles that are both efficient and accessible.
According to Abdelhak Khadraoui, CEO of Dongfeng Morocco, the new models were designed “to meet the specific expectations of Moroccan drivers,” combining design, performance, technology, and competitive pricing. “Morocco is a strategic market for Dongfeng in Africa,” he added. “We are not just launching products—we are building long-term industrial and commercial roots.”
Investment beyond sales: Training and logistics hubs
In line with this long-term vision, Dongfeng has announced two major initiatives aimed at deepening its presence in Morocco and supporting the broader African market:
- Regional Spare Parts Hub (2025): Dongfeng will establish an import-export center in Morocco to distribute automotive parts across North and West Africa. This hub is intended to improve supply chain efficiency and reduce service downtime for customers across the region.
- Technical Training Academy (2026): A new educational center will open in 2026 to train Moroccan and African technicians and engineers in the latest automotive technologies. This move is aimed at supporting the development of local talent and enhancing skills in the region’s growing automotive ecosystem.
These initiatives will be built on Dongfeng’s existing sales and service network, which was initially developed to support its LCV business and will now be expanded to accommodate the passenger vehicle market.
Dongfeng’s global footprint and vision
Dongfeng Motor Corporation, headquartered in Wuhan, China, is one of the largest and oldest automobile manufacturers in China. Founded in 1969, the company produces a wide range of vehicles, including passenger cars, trucks, and buses. In recent years, it has made significant investments in electric mobility, autonomous driving, and international expansion, with research and development centers in China and Sweden.
In 2024, Dongfeng reported over 3 million vehicles sold globally, with increasing sales in Asia, Europe, and Africa. It operates in more than 100 countries, and its expansion into Morocco aligns with broader efforts to capture market share across the African continent, where demand for vehicles is rising and infrastructure for electric vehicles is gradually improving.
A strategic platform in north Africa
With Morocco positioning itself as a manufacturing and distribution hub for Africa, Dongfeng’s decision to expand its operations in the Kingdom aligns with the government’s push to become a leader in green mobility and automotive innovation. Morocco’s proximity to European markets, combined with its political stability and growing consumer base, makes it a strategic location for Chinese automakers seeking growth in Africa.
Through this launch, Dongfeng is not only entering a new market segment but is also laying the foundation for sustained industrial cooperation, local workforce development, and regional supply chain integration.
As the Moroccan automotive market becomes more competitive—with other Asian brands also expanding their presence—Dongfeng’s challenge will be to differentiate itself through technology, after-sales service, and reliability. But with a clear strategy and substantial investments in place, the company appears poised to become a long-term player in Morocco’s evolving mobility landscape.
