Groupe Auto Hall enters a new chapter under CEO Achraf Hajjaji while staying true to a legacy built since 1907. The Moroccan group has grown with a multi-brand portfolio and a 48-site nationwide network, bringing sales, service and financing closer to customers across the kingdom.
The story is one of continuity and renewal. More than a century after selling some of the first cars in the country, it is focused on the next wave of mobility while maintaining the trust that made it a household name. With a refreshed strategy and an expanding national network, Auto Hall aims to help shape Morocco’s next era of mobility.
Bridges: Having recently taken the role of CEO at Groupe Auto Hall, what do you bring to the role and what is your vision for the Group?
Hajjaji: Taking on the role of CEO of Groupe Auto Hall is both an honour and a responsibility. Auto Hall is one of Morocco’s most historic and respected automotive groups, with more than a century of presence, a strong multi-brand portfolio, and deep roots across the country.
I bring to this role over a decade of leadership experience in the Moroccan automotive sector, covering both strategic development and operational transformation. My background combines strong financial expertise, deep knowledge of distribution networks, and a proven track record in building successful partnerships with international manufacturers.
My vision for Auto Hall is to build on this solid legacy while accelerating the Group’s transformation to meet the challenges of a rapidly evolving automotive landscape. This means strengthening operational excellence, enhancing customer experience, expanding our electrified and new mobility offerings, and deepening strategic partnerships with our global brands — particularly our long-standing Japanese partners, Nissan, Mitsubishi and Fuso.
Ultimately, my goal is to position Auto Hall as a modern, agile and high-performing group, while staying true to the values that have shaped its history for more than 100 years.
How would you best describe the Moroccan automotive sector today?
The Moroccan automotive sector is one of the most dynamic in Africa and has become a key pillar of the national economy. Over the past decade, Morocco has positioned itself as a regional automotive hub, attracting major manufacturers and developing a strong industrial ecosystem, supported by ambitious government policies and strategic infrastructure.
My vision for Auto Hall is to build on this solid legacy while accelerating the Group’s transformation to meet the challenges of a rapidly evolving automotive landscape.
Achraf Hajjaji, Chief Executive Officer of Groupe Auto Hall
The local market is also evolving rapidly. While still relatively small in size compared to mature markets, it is growing steadily and becoming increasingly sophisticated, with rising customer expectations, diversification of mobility needs, and the gradual emergence of electrified vehicles.
Competition is intensifying, driven by the arrival of new international brands and changing consumer behaviours. This creates both opportunities and challenges: companies need to be agile, strengthen their networks, and offer differentiated value to maintain leadership.
In this context, Auto Hall’s historical presence, nationwide coverage and multi-brand strategy give it a unique positioning to capture growth and support the sector’s transformation.
Groupe Auto Hall has long-standing ties with Japan, how are you strengthening these and what have your personal experiences with Japan taught you?
Groupe Auto Hall has a long and trusted history with Japanese brands — in particular Mitsubishi, Fuso and Nissan — built on shared values of quality, reliability and long-term partnership. These relationships have contributed significantly to our Group’s development and to the diversification of the Moroccan automotive market over the decades.
Today, our goal is to deepen these partnerships even further. We are working to strengthen our commercial performance, expand our network coverage, and enhance the customer experience in line with the high standards associated with Japanese brands. We are also exploring new areas of cooperation to adapt to the rapidly changing mobility landscape, especially around electrification and new technologies.
We are building on more than a century of history while embracing a new era of transformation, innovation and growth.
On a personal level, my years of working closely with Japanese teams — especially during my time with Toyota — have taught me the importance of discipline, collective intelligence, and long-term thinking. The Japanese approach to partnership is based on mutual respect, meticulous attention to detail, and shared objectives. These values strongly influence how I intend to lead Auto Hall’s collaboration with our Japanese partners going forward.
What message would you like to share with our readers regarding this new chapter for Groupe Auto Hall?
This is a pivotal moment for Groupe Auto Hall. We are building on more than a century of history while embracing a new era of transformation, innovation and growth. The Moroccan automotive sector is changing fast, and Auto Hall is fully committed to playing a leading role in shaping its future.
My message to your readers is one of confidence and ambition. We are investing in our network, our people and our partnerships to deliver even greater value to customers, partners and stakeholders.
With strong foundations, trusted international brands — including our long-standing Japanese partners — and a clear strategic vision, Auto Hall is ready to write the next chapter of its story, with determination and openness to new opportunities.
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