Morocco and China are strengthening their cooperation in the automotive sector. As companies with a wide range of models struggle to stay on the cutting edge of technology, partnerships in the automotive sector are intensifying. The choice of cherywhich focused on Africa Motos, was motivated by Auto Hall’s experience in the rolling stock business.
The Chinese adventure in Africa is only in its infancy. CHERRY International is a Chinese company based in Wuhu500 kilometers from Shanghai and present in more than 80 countries around the world with ten assembly plants. Besides being one of the biggest automakers in China, chery has also been one of the leading passenger car exporters in China for 19 consecutive years.
With this in mind, the subsidiary Africa Motors signed a partnership agreement with its new Chinese partner cheryon October 28, 2021, to ensure the import and exclusive distribution of its range of cars in Morocco.
“We see Morocco as one of the markets with the greatest potential in Africa. And we know Auto Hall is one of the greatest distributors automobiles in Morocco with a professional team with a wealth of experience in automotive distribution”, underlined Zhang Guibing, president of chery International, as part of the formalization of the signing of this agreement, noting that the cooperation between chery and Auto Hall will be very successful in Morocco”.
For his part, the Director General ofAfrica Motors Abdellah El Mouaddenaffirmed that “China is a strategic axis for the development of our group through strong and lasting partnerships in distribution and manufacturing”.
“Our vision is to build a long-term partnership by introducing the entire range chery on the Moroccan market, including electric vehicles and plug-in hybrid vehicles”, he noted, stressing that under this partnership, the two parties have agreed to discuss and study a project relating to the process of assembly for the local market and for export.
HAS In this respect, the Chinese manufacturer has decided to open up to the Moroccan market by introducing a Pro SUV range comprising 4 models in 8 versions: Tiggo 2 pro, Tiggo 4 pro, Tiggo 7 pro and Tiggo 8 pro. This is, according to the organizers, a very innovative range combining new technologies, safety, comfort and very modern design.
A competitive pricing strategy
According to the organizers, the brand also intends to launch, in cooperation with the distributor Auto hall, two new models 100% electric and hybrid, which are among the most striking innovations of the Chinese manufacturer.
These technological advancements have also led to multiple innovations in the industry, leading to radical changes in the paradigms with which car manufacturers market their products.
In this sense, Rashid TalbiMarketing and Sales Director of chery Morocco, told us that the automobile is now one of the most innovative sectors, and that fierce competition is at the heart of car manufacturers. “Continued fluctuations in the international political and economic environment, leadership and other dynamics continuously affect vehicle sales,” he said.
He explained that by employing a competitive pricing strategy, the group seeks to keep its customers satisfied and to advance the company while strengthening its presence in Morocco and the African continent and comparing pricing strategies.