Tesla has opened its first African office in Casablanca, Morocco, setting the stage for a broader expansion across the continent. The move follows years of speculation and preliminary infrastructure development, and solidifies Morocco’s status as Tesla’s beachhead in Africa.
The new office, situated in the high-end Casablanca Marina business district, is home to Tesla Morocco, which was legally incorporated on May 27, 2025.
It represents the American electric carmaker’s first formal subsidiary in Africa. The company says it will offer a full suite of services: vehicle imports and sales, servicing, electric vehicle (EV) charging installations, and deployment of solar and battery energy systems.
Tesla’s entry into Morocco comes after earlier signs of intent. In 2021, the company quietly installed Hybrid Superchargers in Casablanca and Tangier.
These chargers were initially limited in availability but served to test market appetite and introduce Tesla’s brand to local audiences. The new office represents the next phase: setting up direct customer engagement and distribution channels.
Morocco has long been positioned as a strategic entry point into Africa for global automakers.
The country offers a compelling mix of automotive assembly capabilities, a fast-growing renewable energy sector, and investor-friendly policies. Tesla’s choice reflects this context and echoes global patterns where the company typically rolls out infrastructure and sales before launching manufacturing.
In April 2025, Elon Musk confirmed that Tesla would build its first African factory near Kenitra, a city known for its automotive industry and proximity to key trade routes.
That announcement made headlines across the continent, and the Casablanca office now looks like a natural bridge between infrastructure and future local production.
Tesla Morocco’s wide remit suggests it will play a central role in coordinating everything from EV servicing to solar installations.
This multi-pronged approach could be crucial in a region where EV adoption still lags due to infrastructure gaps and policy uncertainties. By offering not just cars but also charging solutions and renewable energy products, Tesla aims to lower adoption barriers and stimulate ecosystem development.
If successful, the Morocco model could serve as a blueprint for other African markets, especially those with rising energy demands and urban mobility challenges.
