Strategy : FCA Morocco bets on premium, utility and electric vehicles to boost its market share

FCA Morocco’s entire staff will work to achieve its strategic objectives as defined in its new roadmap for its new business year in 2021. The automobile operator which intends to capitalise more particularly on several automobile segments, including those of premium, light utility and electric vehicles, the objective being to boost the sales volume of its different brands.

The Moroccan subsidiary of the Italian-American group, whose reins were taken over last July by Pierre Martin Bos, had a market share of 5% in the private vehicle segment and 6.8% in that of light commercial vehicles at the end of 2020. The staff of FCA Morocco who specifies that since his arrival, Mr. Bos has very quickly put in place a clear and precise vision of the group’s new key orientations to be deployed in the Kingdom. “2021 is a year of challenges, in which we will reap the fruits of the strategic decisions that the FCA group has taken to assert its position on the Moroccan market,” said Pierre-Martin Bos at the beginning of this new year. A roadmap that includes several strategic axes linked notably to the premium vehicle, utility vehicle and even electric segments.

“Of course, we are looking for the best price-positioning for our models, but above all we want to establish a real relationship with the enthusiasts of our brands, by meeting their requirements and expectations, thanks to a variety of configurations. And this seems to have been the case over the last few months”, says Pierre-Martin Bos. A strategy which, according to the CEO of FCA Morocco, has borne fruit insofar as Jeep entered the top 3 with a 16% market share in the premium vehicle segment last December.

Moreover, the Moroccan subsidiary of the Italian-American group specifies that it was ranked on the highest step of the podium in the premium segment (and still according to the figures of December), and this, despite problems of vehicle availability due to a delay in production, linked to the pandemic.

Still according to the staff of FCA Morocco and over the year 2020, Alfa Romeo has kept a stable market share, while Jeep has slightly increased its own. As far as Abarth is concerned, it has posted a good 44% increase, thus reaching the absolute record for this niche brand since its introduction on the Moroccan market with no less than 50 vehicles sold. An overall assessment for all the premium brands at the end of 2020 which makes the local operator say that the year 2021 should be more promising, commercially speaking.

The other battle horse of the FCA Morocco group consists in the development of a range of commercial vehicles. What could be easier for the operator insofar as it can count on an entirely dedicated automobile division, namely Fiat Professional, despite a drop in market share due to production delays of certain flagship models, 2020 will remain the year in which the range was expanded with the introduction of the Fiat Talento.

But the ambitions of development of FCA Morocco do not stop at the development of its automobile brands alone. The success of this road map also passes through the extension of the dealer network. With this in mind, the automobile operator has sealed partnerships with a high performance network which has been committed for more than two years. In concrete terms, the current coverage allows a presence in all the major cities of the Kingdom. In addition, other openings are planned in the course of this month, notably in El Jadida, then later on in the cities of Mohammedia and Salé. It should be noted that in 2020, the best performances were recorded in Casablanca thanks to the Continental and FCA Morocco’s own branch, namely the MotorVillage in Bouskoura.

As from this year, FCA Morocco will also invest in the segment of clean mobility vehicles, in this case electric and hybrid models. In concrete terms, the operator will capitalise on Jeep Compass and Renegade rechargeable hybrid Jeeps, starting in the first half of 2021. As for electric vehicles, it will be the iconic Fiat brand, the Fiat 500, to introduce them. It will have a range of more than 400 km, especially for city driving.

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