Africa Motors, a subsidiary of Groupe Auto-Hall, has inaugurated FOTON's new showroom in Casablanca, marking a significant milestone in the brand's development in Morocco. The new showroom is located at the Groupe's headquarters in Casablanca. This move is part of Africa Motors' strategy to enhance its offerings, strengthen its commercial organization, and improve services. Since FOTON's launch in Morocco in 2021, the brand has been working to expand its range and improve its market presence.
The FOTON range currently covers three complementary segments: mini-trucks, light trucks, and pick-up vehicles. The mini-truck segment includes models such as TM Diesel, TM1, and Wonder. The light truck segment features Aumark S models with capacities of 3.5 and 8.5 tonnes. With the introduction of the TUNLAND range, FOTON is now offering a pick-up vehicle line. The TUNLAND range is designed to meet the needs of professionals and individuals seeking a versatile vehicle that combines utility, comfort, and equipment.
The TUNLAND range offers several configurations, including single and double cab versions, as well as a diesel version with mild hybrid technology. This variety of options enables FOTON to cater to different professional and personal uses. The TUNLAND range is priced starting from 195,000 Moroccan Dirham (DH) TTC, depending on the version and commercial conditions. Adil Benhida, Director General of the Trucks, Buses, and Special Vehicles Division at Groupe Auto-Hall, emphasized that the new showroom and TUNLAND launch are crucial steps in FOTON's Moroccan development.
According to Benhida, FOTON's ambition is to establish itself as a strong brand that meets professional expectations with a competitive offer, a range adapted to market needs, and a network close to its customers. The year 2026 is focused on laying the foundations for growth, while 2027 will be dedicated to accelerating commercial development, particularly in the small and medium-tonnage truck segments. Nabil Benadada, Director of the FOTON brand, highlighted that the brand's development in Morocco aims to offer professionals a complete, accessible range adapted to their needs.
The launch of TUNLAND, combined with the strengthening of FOTON's commercial organization and after-sales service, represents a new stage in this ambition. Benadada emphasized that Groupe Auto-Hall is a solid partner for pursuing this strategy. The new showroom and TUNLAND range launch demonstrate FOTON's commitment to expanding its presence in Morocco and meeting the evolving needs of its customers.
The development of FOTON in Morocco has been ongoing since its launch in 2021. The brand has been working to improve its services, including after-sales support and spare parts availability. This focus on customer support is designed to provide clients with proximity and better operating conditions for their vehicles. The TUNLAND range is expected to play a significant role in FOTON's growth strategy in Morocco.
Moving forward, FOTON aims to accelerate its commercial growth in 2027, prioritizing small and medium-tonnage trucks, expanding its range, and developing its network. The brand also plans to implement financing solutions to support its customers. With the launch of TUNLAND and the new showroom, FOTON is well-positioned to achieve its objectives and establish itself as a key player in the Moroccan market.
Key points
- FOTON launches TUNLAND pick-up range in Morocco, priced from 195,000 DH TTC.
- New showroom opened in Casablanca as part of FOTON's expansion strategy.
- TUNLAND range offers various configurations, including single and double cab versions, and diesel mild hybrid technology.
