Tesla Enters Africa, Sets Up Shop in Morocco

Tesla has officially entered the African market with the launch of its first office on the continent, located in Casablanca, Morocco. The move establishes a formal presence for the U.S.-based electric vehicle and clean energy company, which quietly tested the waters in 2021 by installing a limited number of charging stations in Casablanca and Tangier.

Registered on May 27, 2025, Tesla Morocco will handle the import and sale of electric vehicles, offer after-sales services, and deploy charging infrastructure. The new office, based in the high-end Casablanca Marina business district, will also introduce Tesla’s solar panels and battery energy storage systems to the region.

This expansion comes as Tesla prepares for a larger footprint in North Africa. In April, CEO Elon Musk confirmed plans to build Tesla’s first African manufacturing plant near Kenitra, a city known for its automotive ecosystem.

Morocco’s established auto assembly sector, renewable energy ambitions, and investor-friendly policies made it a logical choice for Tesla’s first African subsidiary. For the startup-turned-global tech giant, the country offers a blend of infrastructure readiness and policy support ideal for early-stage market entry.

Tesla’s strategy reflects its typical international rollout model, beginning with service, support, and infrastructure before committing to manufacturing. If successful, the Moroccan launch could serve as a prototype for future Tesla operations in other African markets facing rising energy demand and urban mobility challenges.