Driouch, Morocco — In a remote province that until recently was better known for its rugged mountains than its manufacturing prowess, Morocco has broken ground on what will become Africa’s largest tire production facility, marking another ambitious step in the North African kingdom’s drive to become a continental industrial powerhouse.
The sprawling €620 million complex in Driouch province, financed by Chinese manufacturer Shandong Yongsheng Rubber, represents more than just another factory.
It signals Morocco’s determination to move beyond its traditional role as an exporter of raw materials and position itself as a critical link in global manufacturing supply chains.
When completed in early 2027, the 52-hectare facility will churn out 18 million tires annually, supplying markets across three continents from its strategic perch near the Nador West-Med Port on Morocco’s Mediterranean coast.
From Periphery to Production Center
The choice of Driouch is itself telling. Located in Morocco’s Oriental region, an area historically overlooked in national development plans, the province is now being transformed by the kind of infrastructure investment that typically flows to more established industrial zones.
The Betoya Industrial Free Zone, where the factory is rising, didn’t exist a decade ago. Now it’s becoming a focal point for Morocco’s manufacturing ambitions, offering investors streamlined customs procedures, tax incentives, and direct access to shipping routes that can reach European markets in hours and American ports in days.
“This isn’t just about tires,” explains economic analyst Fatima Zahra El Khalfi. “It’s about creating an entire ecosystem.
You need rubber suppliers, logistics companies, skilled technicians, quality control systems. Each factory like this creates a multiplier effect throughout the regional economy.”
The project is expected to generate 1,740 direct jobs, but local officials estimate the total employment impact, including indirect positions in supporting industries and services, could reach three times that number in a province where unemployment has historically exceeded national averages.
The Chinese Connection
Morocco’s emergence as a tire manufacturing hub is largely driven by Chinese capital and expertise. Shandong Yongsheng’s Driouch facility is the company’s second major investment in Morocco, following an earlier project in Kenitra.
Meanwhile, competitor Sentury Tire already operates a facility in Tangier producing up to eight million tires annually.
The Chinese interest is strategic. Morocco offers what few other African nations can match: political stability, modern infrastructure, proximity to European markets, and an extensive network of free trade agreements covering more than 60 countries, including the European Union and the United States.
For Chinese tire manufacturers facing overcapacity at home and growing trade tensions with Western markets, Morocco provides an attractive platform to access premium markets while avoiding tariffs and quotas that might apply to products shipped directly from China.
Racing Against Regional Rivals
Morocco isn’t alone in courting automotive and tire manufacturers. Egypt, Tunisia, and South Africa all have established automotive sectors and are competing for similar investments.
But Morocco has moved faster and more aggressively.
The kingdom now produces more than 700,000 vehicles annually, making it Africa’s second-largest automotive manufacturer after South Africa.
Major brands including Renault, Peugeot, and Chinese electric vehicle makers have established production lines in Moroccan facilities.
This existing automotive ecosystem makes tire production a natural extension, providing both a local customer base and export infrastructure.
The tire sector is particularly strategic because it serves both the original equipment manufacturer market and the larger replacement tire market, providing stable long-term demand less vulnerable to economic cycles than new vehicle production.
Infrastructure as Foundation
None of this would be possible without Morocco’s sustained investment in infrastructure. The Nador West-Med Port, commissioned in 2023, provides container handling capacity that rivals many European ports.
The Tangier-Mediterranean port complex is now among the busiest in Africa. High-speed rail connects major cities, while expanding highway networks link industrial zones to ports and borders.
King Mohammed VI has championed what he terms “useful Morocco,” emphasizing infrastructure projects that serve productive economic activity rather than prestige construction.
The strategy appears to be working. Foreign direct investment in Morocco’s manufacturing sector has grown substantially over the past decade, with the automotive and aerospace industries leading the way.
Challenges Ahead
Despite the optimism, challenges remain. Morocco must ensure its workforce development keeps pace with industrial expansion.
While the country has invested heavily in technical education and training programs, competition for skilled workers is intensifying as more factories come online.
Environmental concerns also loom. Tire manufacturing is resource-intensive and generates significant waste.
Morocco has committed to strict environmental standards, but monitoring and enforcement will be critical as production scales up.
Water scarcity is another consideration. The Oriental region, like much of Morocco, faces growing water stress due to persistent drought conditions linked to climate change.
Industrial projects must balance economic development with sustainable resource management.
Continental Implications
Morocco’s industrial transformation has implications beyond its borders. If successful, the kingdom could provide a template for other African nations seeking to move up the manufacturing value chain.
The model combines foreign investment, preferential trade access, infrastructure development, and strategic geographic positioning.
For Africa more broadly, having a major tire manufacturing hub on the continent reduces dependence on Asian imports and could eventually support the development of integrated automotive supply chains within Africa itself, aligning with goals outlined in the African Continental Free Trade Area agreement.
As construction progresses in Driouch, the small province finds itself at the center of intersecting trends: Chinese industrial expansion, African economic transformation, and Morocco’s drive to redefine its place in global manufacturing.
When the first tires roll off the production line in 2027, they’ll represent more than just rubber and steel.
They’ll embody a bet that Africa’s industrial future is already being built, one factory at a time.
The Driouch tire factory is scheduled to begin operations in early 2027, with full production capacity expected within 18 months of launch.
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