The current and future situation of the Moroccan automotive industry
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The current and future situation of the Moroccan automotive industry
Morocco has become a major player in the automotive industry in southern Europe since the Renault plant in Tanger came on stream in 2012. Indeed, the country benefits from production costs that are far below those in Western Europe. Morocco's production volume increased from 50,000 vehicles in 2011 to 100,000 in 2012, 260,000 in 2014, 320,000 in 2016, 390,000 in 2018 and 430,000 in 2019. Since that date, which marked the record in Moroccan automotive production, production volume has leveled off at around 380,000 units per year, although Stellantis will start operations in Kenitra in 2019, an equivalent level to Poland. What is Morocco's future in the automotive industry in 2023-2030?
1. Tanger: This plant has just started production of the Mobilize Duo small urban vehicle in November 2022, replacing the Twizy, which was produced in Spain. It is the first 100% electric vehicle to be produced at this site. The carmaker is talking about 17,000 units produced per year. In 2026, it will be joined by the all-electric Sandero, which will achieve a much higher volume.
2. Kenitra: This plant, which currently produces Peugeot 208 with internal combustion engine and Citroën Ami with electric motor (22,500 units produced since the launch in April 2020), will double its production capacity from 200,000 to 400,000 vehicles per year. Currently, the Kenitra plant produces less than 100,000 vehicles per year, but the carmaker will gradually increase the production volume of the Peugeot 208 with internal combustion engine. This will be at the expense of the Trnava plant in Slovakia, which in return will soon start production of the Citroën C3 Aircross and the new-generation Opel Crossland.
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Four new SUVs will be produced at the Melfi plant
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Four new SUVs will be produced at the Melfi plant
- The Stellantis group has just communicated on its results for the first half of 2022, which shows a real distortion between global sales down 16% over the period (3.02 million vehicles) and a profit up 34% compared to the first half of 2021. Sales of electric vehicles thus jumped 50% year-on-year to reach 136,000 units in the first half of 2022. But North America remains the most profitable region with the increase in sales of large pick-ups. up Dodge Ram and SUV Jeep which together represent more than one million units in the first half of 2022.
- The carmaker also communicated on the future manufacturing program of its Italian plant in Melfi. Currently, this site manufactures the Fiat 500 X, Jeep Renegade and Jeep Compass SUVs. But these models are at the end of their life.
- From 2024, the plant will host the production of four new 100% electric SUVs based on the new STLA Medium (or e-VMP) platform which will be inaugurated in 2023 on the new generation of the Peugeot 3008 SUV.
- The four future models manufactured on the Melfi site have not been precisely identified, but they could be future DS, Opel, Lancia D-segment SUVs: Future DS 9 (D85) in 2024 and derivative model at Opel (O85), then future DS 7 (D84) in 2026 and derived model at Lancia (L84). For its part, the Jeep brand will gradually abandon the Renegade and Compass at the end of their life to focus on the Avenger model which will be unveiled this fall and which will be manufactured in Tichy, Poland.
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Opel abandons plans to return to China
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Opel abandons plans to return to China
- The German firm Opel, which was acquired from the GM group (with its British branch Vauxhall) by the PSA group in 2017, was integrated into the Stellantis group at the time of the merger between PSA and FCA in 2021. Due to its past membership of the GM group, Opel has never been able to develop on markets outside Europe because of the preference given to the Chevrolet brand on these markets. Worse, Opel had to follow Chevrolet's withdrawal strategy in Russia and Ukraine. In short, Opel concentrated its sales and production on the European continent exclusively.
- Within the PSA group, which bought it in 2017, Opel continued to focus on the European market, especially in Germany and England where the brand (and its subsidiary Vauxhall) had always achieved its best sales (half of its sales).
- The situation became more difficult from 2021, the date of the PSA merger with FCA, where Opel found itself in the same market segment as Fiat. The strategy of the Stellantis group then consisted of repositioning the Opel brand between Fiat and Peugeot, by a slight move upmarket and repositioning Fiat in the entry-level category with Citroën.
- This new positioning had prompted Opel's management to consider marketing its models in China, the world's leading automotive market, but given the difficulties encountered by the Stellantis group in this market (the manufacturer has just stopped sales of Jeep ), the lack of notoriety of the Opel brand in China, the German brand preferred to abandon its project and consider establishing itself in other markets.
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Inovev forecasts 100,000 units per year of the new Jeep Avenger
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Inovev forecasts 100,000 units per year of the new Jeep Avenger
- The Stellantis plants in Tichy (Poland) and in Melfi (Italy) will be transformed over the next two years to focus on the manufacture of electric cars, which has not been the case until now. The Fiat 500 which is currently manufactured in Tichy, is equipped with a thermal engine, the one with an electric motor being produced on the Mirafiori site in Italy. The Tichy site has lost a lot in production volume since the transfer of the Fiat Panda from the Tichy site to the Italian site of Pomigliano in 2012 and since the end of production of the Ford Ka in 2016. In 2022, the site of Tichy will only produce 155,000 end-of-life cars (Fiat 500s and Lancia Ypsilons). Succession will go through the new Jeep Avenger SUV and its Alfa-Romeo and Lancia derivatives.
- The new Jeep Avenger which has just been unveiled (and which takes the name of an old 1970 Hillman rebadged Chrysler in 1976 and Talbot in 1979) will be launched in 2023, on the e-CMP platform of the Peugeot e-2008, Opel e-Mokka and DS3 Crossback E-Tense.
- It will therefore be shorter than the Renegade (4.10 m instead of 4.23 m) and will be the brand's first model to be equipped with a 100% electric engine and battery (the same as that of the 2008 and Mokka) which will allow a range of 400 km according to the WLTP cycle. It will also be offered in a petrol version, borrowing the 1.2-litre 3-cylinder fitted to the 2008 and Mokka.
- The Jeep Avenger will also be the brand's first model to be marketed only in Europe and not in the United States. Inovev forecasts 100,000 annual sales of the Jeep Avenger.
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The influence of 100% electric on sales of the Citroën Berlingo, Opel Combo and Peugeot Partner
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The influence of 100% electric on sales of the Citroën Berlingo, Opel Combo and Peugeot Partner
- The Stellantis group decided last fall to market the "passenger car" versions of the Citroën Berlingo, Opel Combo and Peugeot Partner only in a 100% electric engine. What was the consequence of this radical decision in terms of sales of these vehicles in Europe?
- We observe that the monthly sales volume which reached 3,000 to 7,000 units before this decision (first half of 2021) i.e. 5,000 units per month on average or 60,000 per year divided into 25,000 units at Citroën, 25,000 at Peugeot and 10,000 at Opel, fell to 2,000 units per month on average in the second half of 2021 and the first half of 2022, which represents a drop of 60% compared to the first half of 2021.
- The decision to market these models only in the battery electric version therefore reduced the sales of these models by more than half, thus following the example of the Smart which, when they were available only in the electric version, saw their distribution reduced by more than half.
- This may also indicate (by extension) that if carmakers decide to no longer market their thermal engine models, a market drop of more than 50% could be expected at long term. Hoppefully, the deadline proposed by the European Commission is the year 2035, which will allow a large segment of customers to be able to gradually switch from thermal cars to electric cars. However, a market decline between 2030 and 2035 cannot be ruled out.
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