Tesla Inc (NASDAQ:TSLA) looks to be preparing its long-anticipated first structured entry into Africa, with a new senior job listing indicating that Morocco — rather than rival automotive powerhouse South Africa — is the electric vehicle company’s initial choice for on-the-ground operations on the continent.

Tesla Morocco was legally incorporated in May 2025, with an initial capital of MAD 27.5mn ($2.75mn), years after the company installed its first hybrid superchargers, in Casablanca and Tangier, in 2021, before expanding to Rabat, Fez, Marrakesh, and Agadir.

The company previously said its new office in the Crystal Tower at the Casablanca Marina “positions Morocco as Tesla’s strategic hub for Africa and energy innovation.” A newly posted vacancy for a Country Sales & Delivery Lead based in Morocco suggests it will indeed become Tesla’s first African commercial base.

The role is positioned as a senior commercial and operational post. Tesla said the successful candidate will lead national sales development, manage delivery logistics, meet growth targets and represent the brand to local authorities and partners. The posting is likely an intentional market-selection step rather than exploratory hiring.

Morocco has consolidated its position as Africa’s largest automotive manufacturing hub, producing 559,645 vehicles in 2024 (up 5% year on year) and projected to exceed 600,000 units in 2025, according to industry estimates. Output growth contrasts with a 5% y/y decline in South Africa last year (599,755 vehicles), historically the region’s dominant producer.

The North African country also hosts early electric vehicle assembly activity through Chinese and European manufacturers, providing a modest but established EV-production base. By comparison, South Africa – birthplace of Telsa’s chief executive Elon Musk – reports no local production of fully electric vehicles; the auto sector is still oriented towards internal-combustion and hybrid models.

Morocco’s logistics advantages include short shipping routes to European markets and lower transport costs. Policymakers have pursued an expansive EV-sector strategy that includes tax exemptions, reduced import duties, and broad public-charging deployment, with close to 1,000 charging points nationwide.

“Its proximity to Europe — South Africa’s largest target market for exported vehicles — gives Morocco a geographical advantage in terms of supply chains and shipping fees. The country is also ahead of South Africa in EV production, producing 40,000 to 50,000 units in 2024, with plans to increase this. South Africa has not yet produced a single fully electric car,” writes south Africa-based MyBroadband.

Domestic EV adoption remains small in absolute terms but is accelerating, with analysts forecasting a sharp rise in 2025 from a low base. South Africa’s EV market, meanwhile, continues to face structural barriers — including power-supply constraints at state utility Eskom, high import tariffs on EVs and battery packs, and the absence of consumer purchase incentives — contributing to year-on-year declines in EV sales.

Tesla’s biggest global competitor, China’s BYD Co. Ltd. (HKEX:1211 / SZSE:002594) has moved more aggressively across Africa. BYD has launched several models, increased dealership presence and plans to install 200–300 public chargers in 2026.

Tesla has not publicly confirmed Morocco as its African launch market, but the job listing aligns with the company’s pattern of entering new regions once internal benchmarks for EV readiness, charging density and market growth are met. Current indicators place Morocco ahead of South Africa on those criteria.

“Key to the surge in growth for Morocco’s automotive industry is drawing investments of roughly $10bn for EV and automotive sector expansion,” writes MyBroadband.

“While the majority of Morocco’s EVs are exported, locals also seem to have a much stronger appetite for these cars. […] Driving this surge is Morocco’s government exempting EV imports from value-added tax and customs duties, as well as boosting benefits for corporations using these vehicles.”