Auto Hall is expanding its digital services, vehicle brands and network as more customers look for different ways to buy and use cars. Group CEO Achraf Hajjaji discussed the company’s plans in a recent Forbes Africa feature published in the August/September 2026 special issue, Morocco 2026: Africa Undiscovered Edition.
Auto Hall was founded in 1907 and now operates in more than 30 cities, with nearly 50 sites. Its services cover vehicle sales, financing, insurance, used cars and after-sales support.
“We have today the largest distribution network. We are present in more than 30 cities, offering all the services with the concept of one-stop shop, from cars, financing, insurance, used cars, and after-sales.”
Auto Hall has also added more brands to its portfolio. The group works with Mitsubishi, Fuso and Nissan, as well as Ford, Opel, Alfa Romeo, MG, Seres and Chery.
“Customers today are trying to have their own mobility solutions. Owning the car is important, and they also want to test different brands.”
More services online
Auto Hall is putting more of its services online. Customers can configure a new car, get a used-car valuation, apply for financing, book a test drive and schedule maintenance.
“Today, this is not a luxury; this is a must. It is the customer who chooses if he wants to have a digital or physical experience.”
The group is also focusing on hybrid and plug-in hybrid vehicles.
“We are convinced that hybrid and mainly plug-in will be the best alternative compared to a full electric vehicle.”
The company sells models such as the MG HS plug-in hybrid, which has a 21.4 kWh battery and an electric range of about 75km. It also offers hybrid models from Alfa Romeo and Opel.
Stronger financial results
Auto Hall had a stronger 2025. Revenue reached MAD 5.91bn, up 18% from the previous year.
Operating profit almost doubled to MAD 273m. Net profit rose to MAD 100m from MAD 17m in 2024.
The group sold 25,778 vehicles during the year.
Auto Hall has also announced a MAD 1.1bn medium- and long-term financing programme to support its next stage of growth.
The company plans to focus on its domestic business before looking at international expansion.
“We want to consolidate first our position here in Morocco, then maybe at the midterm stage consider international.”
Auto Hall is also preparing for higher demand from rental companies and other fleet operators as the country gets ready to host the 2030 FIFA World Cup.
The group extended its legal existence by another 99 years in March 2026, taking it through to 2125. Shareholders also approved changes to the company’s governance rules.
