The recovery is confirmed for the Auto Hall group, which ended the 2021 financial year with a consolidated turnover of more than 5 billion dirhams, i.e. a growth of 15% compared to 2019 (reference year). The group is also continuing to strengthen its sources of growth, in the medium and long term, thanks to its new investments and partnerships.
The Auto Hall group has just unveiled its performance indicators at the end of the 2021 financial year. The group has thus achieved a consolidated turnover of 5.08 billion dirhams, i.e. a growth of 15%/2019 (before the Covid crisis). For its part, the corporate turnover followed the increase in sales volumes and stood at 3.8 billion DH. It should be noted that the Auto Hall group has begun its recovery, following an amorphous 2020 due to the health crisis. To support its growth, the group has notably bet big.
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Thus, in 2021, several investments were made. First, Auto Hall continued to strengthen its partnerships with China in particular, with the launch of the FOTON brand and soon that of the Cherry brand. Regarding the latter, the group intends to start its marketing in July 2022, and expects around 500 to 800 units.
“We already have initial experience with Chinese vehicles thanks to the DFSK brand, which is doing very well on the market. These are vehicles that are very affordable in terms of price. It is therefore to support this trend that we have brought back SUVs, which are also affordable in terms of price and above all the manufacturer offers 7 years of warranty, which is a huge argument compared to the competition. In addition, we have put in place a very interesting financing offer for our customers,” explains the top management.
Auto Hall concluded, at the end of 2021, the acquisition, from SOMED, of 100% of the shares of the Société de développement automobile (SDA), importer and distributor of the Maserati brand in Morocco. In this segment (Luxury), note that the company is engaged in the necessary steps to be able to import the first deliveries. The activity should start in the current showroom, but the group is considering a larger showroom in the future. The group is counting on 150 Maserati brand units sold per year, in the long term.
“We intend to rely on our network to develop sales. We have a lot of hope”, assures Abdellatif Guerraoui, President of the Auto Hall group. However, the brand’s showroom located on Boulevard Zerktouni does not fall within the fold of the Auto Hall group. The company also launched Auto Hall Occasion and the Autocaz platform. The objective is to capture a good part of the used car market. It should be noted that Auto Hall continued to extend its network nationwide with the opening of two new branches.
