A quiet but potentially game-changing shift is underway in Morocco’s automotive industry. Centrale Automobile Chérifienne (CAC), the exclusive distributor of Volkswagen Group brands in the country, is reportedly on the verge of being acquired by a major Moroccan investment fund.
While no official statement has been made, sources close to the matter suggest that talks, which began several months ago, have now reached a critical stage. An announcement could be made before the end of the year. The ongoing negotiations are said to be progressing smoothly, marked by mutual trust and a strong sense of confidentiality.
This isn’t just about a change in ownership. The move is part of a broader strategic play—one that touches on market dynamics, brand positioning, and the future of automotive business models in Morocco. The acquisition would give the buyer control of a well-established distributor with a strong national presence and a premium portfolio that includes Audi, Škoda, Porsche, Bentley, and Volkswagen Commercial Vehicles.
By taking over CAC, the investment fund would significantly boost its standing in the high-end automotive segment and expand its influence across the country. The deal positions the buyer at the forefront of a rapidly evolving market, where the rise of electric mobility and shifting consumer expectations are forcing traditional players to rethink their strategies.
What’s at stake for CAC?
The details of the transaction remain under wraps—no figures, share breakdowns, or structural changes have been made public. However, what seems clear is that the current leadership team will remain in place. Allal Benjelloun, the long-standing CEO of CAC, is expected to continue at the helm to ensure operational continuity and maintain trust with stakeholders across the value chain—from suppliers and customers to industrial partners.
Founded in 1929 and headquartered in Casablanca, CAC is one of the oldest players in Morocco’s automotive landscape. It operates a nationwide network of dealerships and service centers, and has built a comprehensive financial services arm through its subsidiary, CAC Finances, which offers auto loans, leasing, and rent-to-own solutions.
If completed, this governance shift could have ripple effects throughout the industry. With Chinese brands gaining ground and energy transition regulations redrawing the rules of the game, CAC’s repositioning could be the first sign of a broader wave of consolidation.
In a market where margins are tightening and adaptability is no longer optional, the arrival of a well-capitalized investor with regional reach and long-term vision could give CAC the edge it needs to remain competitive and innovative.
Industry watchers are paying close attention. And if the deal goes through, it could very well become one of the most significant automotive transactions Morocco has seen in the past decade.
