Some companies go through ups and downs, while others just keep moving forward. Founded in 1907, Auto Hall is one of the latter. Over 100 years later, the Moroccan car group is showing that history alone doesn’t explain success. The 2025 results prove that the strategy it’s been following is starting to pay off in a market that’s lively but also more demanding.
Morocco’s automotive market is clearly bouncing back. Over 235,000 new vehicles were sold last year, up more than 33%, and activity is picking up across the board. Auto Hall grew 18% in sales, selling 25,778 units. The increase is even bigger for passenger cars and light commercial vehicles. Sure, the market helps, but it’s not the whole story. The group has added new models, especially hybrids and plug-in hybrids, and adjusted quickly to what customers now want.
The financial results show the impact. Revenue hit 5.91 billion dirhams, up 18%. Operating profit nearly doubled to 273 million dirhams, and net profit jumped from 17 million to 100 million dirhams. Behind these numbers are better cost control, a stronger mix of products, and a more efficient organisation.
The biggest change, though, is in how Auto Hall is shaping its business. New car sales are still central, but other areas are growing fast. The used car market, through Autocaz, is expanding and helping growth. Financing and insurance services are also doing well, strengthening the group’s presence across its network. This isn’t happening overnight. It’s a gradual shift that matches how the market and customer habits are changing.
A strong branch network across Morocco remains key. Being close to customers matters in a business where service, maintenance, and support are as important as the sale itself. 2025 isn’t a dramatic turning point, but a moment of balance. It shows Auto Hall can ride the market recovery while continuing a transformation that started years ago. In a world of fast technological, energy, and market changes, the group’s steady approach seems deliberate.
In the end, Auto Hall’s strength is this: it balances long-term stability with meeting today’s needs. It’s not easy, but in 2025, the group seems to be finding the right path.
