Led by Managing Director Souhail Houmaini, M-AUTOMOTIV has expanded its portfolio from Renault, Dacia and Alpine to eight automotive brands, while building complementary retail, mobility and after-sales activities across Morocco.
In just three years, Moroccan automotive group M-AUTOMOTIV has expanded from three established European brands to a portfolio of eight, combining its Renault, Dacia and Alpine operations with five Asian manufacturers.
Established in 2023 following the acquisition of Renault Group's Moroccan distribution operations by Cap Holding and HS Gestion, the company has developed into a multibrand automotive retailer and importer.
Its portfolio now includes SOUEAST, EXEED, KGM, JAC Motors and GAC, extending its offering across different vehicle categories and customer segments.
Managing Director Souhail Houmaini outlined the group's progress in an interview published by Le Desk on October 26, 2026, describing an expansion that has moved ahead of its original development timetable.
According to Houmaini, M-AUTOMOTIV sold more than 25,000 vehicles in 2024. By June 2026, the group reported a network of 32 points of sale and nearly 900 employees.
The development reflects a strategy combining established automotive brands with new manufacturers, an expanding retail footprint and services designed to support customers throughout vehicle ownership.
From Renault and Dacia to Eight Automotive Brands
M-AUTOMOTIV was established in the summer of 2023 when Cap Holding and HS Gestion acquired Renault's existing Moroccan distribution structure.
The acquisition provided an established commercial platform built around Renault, Dacia and Alpine.
The group subsequently expanded its portfolio through distribution agreements with Asian manufacturers seeking to strengthen their presence in Morocco.
SOUEAST, EXEED, KGM and JAC Motors joined its operations during the following phase of development, with GAC becoming another addition in 2026.
The strategy combines manufacturers serving different segments of the automotive market.
In his October interview, Houmaini explained that brand selection was designed to create complementary offerings across the group's portfolio.
The approach provides Moroccan customers with access to a wider variety of vehicles while enabling M-AUTOMOTIV to develop relationships with multiple international manufacturers.
Investment in dedicated facilities has accompanied this expansion.
In August 2026, Challenge reported a flagship showroom project for EXEED near Casablanca involving nearly MAD 100 million in planned investment.
The project illustrates the group's efforts to establish dedicated retail environments for its newer brands, alongside its existing distribution activities.
Expanding Retail, Used Cars and After-Sales Services
M-AUTOMOTIV's development extends beyond the introduction of additional vehicle brands.
The group has established complementary activities designed to serve different automotive customer requirements.
M.OCCAZ focuses on multibrand used-car sales, while M.Auto Service provides maintenance and after-sales services.
OTO MOOVE extends the group's commercial offering into automotive spare parts, complementing its vehicle distribution operations.
Together, these businesses broaden M-AUTOMOTIV's activities across new-car retail, pre-owned vehicles, servicing and parts distribution.
The group's retail footprint has also expanded.
In a 2025 interview, Houmaini referred to 22 points of sale. By June 2026, M-AUTOMOTIV reported 32 locations, although the available disclosures do not establish whether the two figures use identical network definitions.
The larger reported footprint provides a platform for presenting its growing brand portfolio and delivering services to customers.
The company has also highlighted the importance of customer experience, technical expertise and consistent service across its operations.
Its combination of retail and after-sales activities reflects an ambition to build lasting relationships with Moroccan motorists through several complementary services.
Souhail Houmaini and the Development of a Multibrand Group
Souhail Houmaini has overseen M-AUTOMOTIV's diversification since its establishment in 2023.
In his October 26 interview with Le Desk, he said the group was progressing one to two years ahead of its original five-year development plan.
His assessment reflects the pace of expansion described by management, particularly the introduction of additional brands and the development of complementary business activities.
Houmaini also highlighted recruitment and organisational development as important elements of that progress.
The company's broader portfolio has created opportunities for new commercial and technical expertise, supporting its activities across vehicle distribution and after-sales services.
M-AUTOMOTIV's expansion comes at a time when Asian manufacturers are developing their presence in Morocco, bringing additional models and technologies to the country's automotive market.
By combining long-established European brands with newer Asian manufacturers, the group has developed a diversified offering for Moroccan customers.
Its investments in retail facilities, used-car activities and vehicle services add further dimensions to a business that began with an established Renault distribution operation.
Three years after its creation, M-AUTOMOTIV has built a broader automotive retail platform, bringing together eight brands, an expanding commercial network and services designed around the needs of Moroccan motorists.