Tractafric Motors, a historic leader in automobile distribution in Africa, has officially launched the Chinese brand Great Wall Motor (GWM) in Morocco. The launch event, held on May 30, 2024, gathered prominent business and finance figures, journalists, and automotive influencers, marking a pivotal moment for Tractafric Motors and reinforcing its commitment to innovation and excellence.
Tractafric Motors, a subsidiary of the Optorg Group, boasts a century of specialized distribution experience in Africa, particularly in industrial equipment (Tractafric Equipment) and automobile distribution (Tractafric Motors). By the end of 2023, Optorg had achieved a consolidated revenue of 909 million euros and employed 1,814 people.
With a revenue of 313 million euros, Tractafric Motors operates 50 sales points in 25 countries across the MEA region (including Cameroon, Morocco, Côte d’Ivoire, Ghana, Senegal, and Dubai), has 14 subsidiaries, and collaborates with 30 independent representatives to distribute brands such as BMW, Ford, Hyundai, Mercedes, and Renault.
As a subsidiary of Al Mada, one of Africa’s largest investment funds known for its strategic and sustainable investments across the continent, Tractafric Motors enjoys the support of a major group with a solid financial foundation. The introduction of Great Wall Motor to the Moroccan market signifies a major step forward, aligning with the rising trend of Chinese brands in the national market. These brands offer a range of attractively designed vehicles with premium features and competitive pricing, meeting the evolving demands of Moroccan consumers.
Great Wall Motor, a historic Chinese automaker founded in 1984, specializes in SUVs, pick-ups, and passenger cars, placing research and development at the core of its strategy. Since 1998, the group’s internationalization strategy has enabled it to establish a presence in over 170 countries with more than 1,000 sales points worldwide. With 9 R&D centers globally and 15 industrial centers in China, GWM also bolsters its operations with fully integrated production plants in Russia and Brazil, as well as assembly units in countries like Ecuador, Malaysia, Tunisia, and Bulgaria.
The strategic partnership between Tractafric Motors and Great Wall Motor will leverage Tractafric’s proven expertise and extensive network to ensure a strong and successful market entry in Morocco, providing an optimal customer experience.
“The launch of GWM in Morocco marks a decisive turning point for Tractafric Motors. By integrating an innovative brand with cutting-edge models tailored to the diverse needs of Moroccan consumers, we affirm our commitment to innovation, quality, and customer satisfaction. GWM’s advanced technologies, modern design, and hybrid and electric engines align perfectly with market trends and the increasingly demanding expectations of Moroccan consumers,” stated Younes El Aouad, CEO of Tractafric Motors.
Great Wall Motors: A diverse and innovative range
GWM offers a lineup of modernly designed, technologically advanced vehicles with hybrid or electric engines, including the Haval Jolion and H6 HEV, Ora 03 Full Electric, Tank 300 and 500, WEY 03 and 05, and the POER pick-up available in single and double cabin, the only diesel model in the range.
The compact SUV Haval Jolion HEV features dynamic lines and a generous interior space with high safety standards, powered by an efficient 190 hp hybrid engine with 320 Nm of torque. Designed primarily for young couples and women, the Jolion is perfect for city drives and weekend getaways, promoting the message “Live, Love, Drive.”
The Haval H6, also an SUV, caters to families with its elegant design, spacious interior, advanced technology, and reliable robustness, making it ideal for family trips and urban commutes. Its messages “Intelligence in Motion” and “Family Drive” underscore its suitability for family outings and long journeys.
The Ora 03, also known as Funky Cat, offers top-tier electric mobility with an irresistible design, advanced technology, and a 420 km electric range, targeting urban women seeking practical and eco-friendly mobility solutions. The messages “The Latest EV in Town” and “Future Ready” highlight its appeal to fashion-forward, tech-savvy young city dwellers.
Set to launch in Morocco in July, the Tank 300 is aimed at adventure enthusiasts with its bold design, generous space, and advanced technology, making it the perfect companion for off-road adventures and extreme sports. With messages like “See You Out There” and “Start the Adventure with New Standards,” the Tank 300 is geared towards thrill-seekers.
The Tank 500, a grandiose 7-seater SUV, combines power and luxury, featuring a 3.0L V6 twin-turbo engine producing 355 hp, designed for both urban environments and off-road conditions.
Tractafric Motors also plans to launch the WEY brand in Morocco in July. This luxury SUV brand, introduced by Great Wall Motor in 2017, aims to offer high-end vehicles with cutting-edge technology and avant-garde design. The WEY 03 and WEY 05 SUVs, with their hybrid powertrains, promise a luxurious driving experience with top-notch craftsmanship and refined finishes.
The POER diesel pick-up, equipped with a 2L 150 hp engine, combines the capabilities and comfort of an SUV with the load capacity of a light truck. Available in single or double cabin, it features advanced suspension and transmission systems, ensuring a comfortable and capable drive.
All GWM models come with a 6-year warranty and boast 5-star ANCAP crash test ratings, ensuring top-notch safety and reliability.
