Renault Group is changing the people in charge of its Renault and Dacia brands in Morocco. Mehdi Yaroub will become Managing Director of the Renault brand on 1 October. He will replace Mohamed Bennani, who is leaving Renault Group.
Emmanuel Bouvier will take over as Managing Director of Renault Commerce Maroc and Managing Director of the Dacia brand on 1 November. Mohamed Bachiri has held both roles on an interim basis since June. He will remain Managing Director of Renault Group Morocco.
Yaroub joined Renault Group in 2008. He has worked in sales and marketing roles in Morocco and other markets.
He has led Renault brand marketing in Morocco since 2021. He has worked on the brand’s repositioning and the launch of several new models.
Yaroub was elected president of the Groupement des Annonceurs du Maroc (GAM) in 2025.
Bouvier has spent almost 29 years at Renault Group. His career has included sales, product and marketing roles in Europe and Asia.
He worked on the group’s early electric vehicle plans as Range Commercial Director from 2010 to 2012. He then led marketing for the Asia-Pacific region until 2018.
Bouvier headed commercial operations for Renault’s Electric Vehicle Business Unit from 2018 to 2021. He has worked on Renault Group’s brand marketing transformation since 2021.
The changes come as Renault and Dacia continue to hold a large share of the Moroccan car market. The two brands together account for more than one in three vehicles sold in the country.
Renault Group also has two production plants in Tangier and Casablanca. The group employs more than 10,000 people across six subsidiaries and can produce up to 500,000 vehicles a year.
Nearly 90% of that production is exported to more than 70 countries.
Renault Group has also increased its use of locally made parts. Local integration reached 65.5% in 2023, with local sourcing worth €2.06bn.
A later agreement targets an 80% local integration rate and €3bn in local sourcing by 2030.
The new appointments give Renault and Dacia new commercial leadership as competition in the Moroccan car market continues to grow.
