Farmers, tradespeople and small businesses in Morocco will have a new pickup truck option, with Chinese manufacturer Foton launching its Tunland range at prices starting at 195,000 dirhams. The launch took place on 22 October 2026, alongside the opening of a dedicated Foton showroom at Auto Hall’s headquarters in Casablanca. The vehicles are being introduced by Africa Motors, a subsidiary of the Moroccan automotive distributor.
The new range includes single-cab and double-cab pickups, as well as a mild-hybrid diesel model. It expands Foton’s existing offering in Morocco, which includes mini-trucks and light-duty trucks.
Auto Hall and Foton began working together in 2021 and renewed their commercial agreement in 2024 to expand the Chinese brand’s presence across North Africa.
Adil Benhida, general manager of Auto Hall Group’s Trucks, Buses and Special Machinery Division, said the partnership would focus on building the brand’s position in the commercial vehicle market.
“Our ambition is to build a strong brand capable of meeting professional expectations through a competitive offering, a range tailored to market needs, and the proximity of the Auto Hall network,” he said.
He added that 2026 would be used to lay the foundations for growth, while 2027 would focus on increasing sales, particularly in the small and medium-tonnage truck segments.
Foton brand director Nabil Bendada said the new pickup range and improvements to sales and after-sales services were part of a wider effort to offer businesses vehicles suited to their needs.
“The development of Foton in Morocco rests on a clear ambition: offering professionals a complete, accessible range tailored to their needs,” he said.
“With Auto Hall Group, we have a solid partner to pursue the brand’s development and sustainably build our presence in the Moroccan market.”
A pickup designed for work
The Tunland’s starting price of 195,000 dirhams, including taxes, is aimed at farmers, tradespeople and small and medium-sized businesses looking for vehicles to transport goods, equipment and materials. More expensive versions include double-cab and specialised models.
The pickup has a 2.0-litre turbo-diesel engine producing about 163 horsepower and 390Nm of torque, the force that helps it move heavy loads.
It measures more than 5.3 metres long and has a cargo bed measuring about 1.5 metres by 1.5 metres. Its payload capacity is around one tonne, while it can tow up to three tonnes.
The vehicle has 210mm of ground clearance and a stated wading depth of 600mm, allowing it to handle uneven roads and shallow water. A selectable four-wheel-drive system lets drivers switch between rear-wheel drive and four-wheel drive depending on the terrain.
The cabin includes a 10.25-inch touchscreen, automatic climate control and dual and side airbags. Independent double-wishbone front suspension is designed to improve ride comfort.
A mild-hybrid diesel version is also available. Its electrical system recovers energy during braking and helps the engine accelerate, which can reduce fuel consumption. Actual savings will depend on driving conditions and how the vehicle is used.
Auto Hall plans to support the launch through its national distribution network, including dedicated maintenance workshops, spare-parts availability and after-sales services.
Reliable repairs and access to replacement parts are important for businesses that depend on their vehicles for daily work. Extended periods off the road can mean lost income for independent contractors and additional costs for fleet operators.
Foton is entering a competitive market where established brands such as Renault, Ford and Toyota already sell pickups and light commercial vehicles. Competitive pricing will be one part of its strategy, alongside maintenance support and plans to make financing more accessible.
Africa Motors was established by Auto Hall in 2015 to develop partnerships with international manufacturers, particularly Chinese brands.
Foton sold 518,000 vehicles worldwide between January and September 2026. Of those, 169,000 were sold outside China, a 43.6% increase compared with the same period in 2025.
Auto Hall also reported strong growth in the first half of 2026. Its consolidated net profit rose by 37% year on year to 64.8m dirhams, while revenue increased by 25.7% to 3.365bn dirhams.
Founded in 1907, Auto Hall has a nationwide distribution network that can support the Chinese manufacturer’s expansion. Foton, established in Beijing in 1996, is using its partnership with the group to strengthen its position in North Africa.
The wider automotive industry in Morocco is also growing. Vehicle exports reached 159.2bn dirhams in 2025, while domestic sales began to recover.
The launch comes as businesses face pressure to manage operating costs. Morocco’s proposed 2027 Finance Bill includes plans to increase stamp duties on luxury vehicles to as much as 24%. The measure mainly affects high-end passenger cars, but it comes as businesses look for vehicles that are affordable to buy and run.
Auto Hall and Foton have identified 2027 as a year to accelerate commercial growth. Their plans include expanding financing options for independent contractors and small businesses, while developing Foton’s existing light-truck range alongside the new Tunland pickups.
