Company: Auto Hall
Country: Morocco
Sector: Specialty Stores (Automotive Distribution)
CEO: Abdellatif Guerraoui
Website: Not publicly listed
Careers Page: Not publicly listed
LinkedIn: Not publicly listed
Email: Not publicly listed
Headquarters: Casablanca, Morocco
Founded: 1920 (roots trace to 1907)
Valuation/Revenue: $391.7m market value, rank #287 (African Business Top 250, 2025); 2016 consolidated revenue of approximately MAD 5 billion (Wikipedia, sourced to company reporting)
Auto Hall is a Casablanca-based automotive distribution and leasing group that imports and sells passenger vehicles, industrial and agricultural equipment, and mining machinery across Morocco, representing more than 16 international brands through a national dealer network.
What Does Auto Hall Do?
Auto Hall’s core business is vehicle importation, wholesale distribution, retail sale, and fleet leasing. Beyond passenger cars, the group distributes trucks, construction and agricultural machinery, and industrial filtration products, giving it a footprint that spans consumer and B2B markets. In 2021 the group reported sales of more than 182,000 vehicles, of which roughly 150,000 were passenger cars, through a network of 65 branches across Morocco. The company has historically held close to a 16% share of Morocco’s overall automotive market, making it one of the country’s largest vehicle distribution groups alongside rivals such as SMEIA and CAC (the Moroccan distributor for other major marques).
How Old Is Auto Hall?
Auto Hall’s history stretches back to 1907, when Gabriel Veyre established a business representing Ford Motor Company in Morocco. The company was formally incorporated as Auto Hall SA in 1920, making it more than a century old and one of the oldest continuously operating commercial enterprises in Morocco. Over the following decades it broadened from a single-brand Ford agency into a diversified multi-brand distribution and industrial equipment group.
Who Owns Auto Hall?
Auto Hall is a publicly listed company on the Casablanca Stock Exchange. Its shareholder base is fragmented: various minority shareholders collectively hold roughly 15.7%, the Moroccan pension fund CIMR (Caisse Interprofessionnelle Marocaine de Retraite) holds about 15%, and Hakam Abdellatif Finance SA holds roughly 10.4%, with the remainder spread across institutional and retail investors. This mixed ownership structure — part institutional, part family/holding-company capital — is typical of long-established Casablanca-listed industrial groups.
Who Is the CEO of Auto Hall?
Abdellatif Guerraoui serves as both Administrator and PDG (Président-Directeur Général, the French equivalent of Chairman and CEO) of Auto Hall. As PDG, he holds combined responsibility for board leadership and day-to-day executive management, a common governance structure for Moroccan listed companies.
How Big Is Auto Hall?
Auto Hall employs approximately 1,600 people across its distribution network and operates 65 branches nationwide. The most recently available disclosed consolidated revenue figure, from 2016, was around MAD 5 billion. African Business magazine’s Top 250 Companies in Africa (2025) lists Auto Hall with a market value of $391.7 million, ranking it #287 among the continent’s largest listed and state-owned enterprises by scale. As Morocco’s automotive market has grown alongside rising vehicle financing penetration, Auto Hall has remained one of the sector’s dominant distributors, though it faces increasing competition from newer entrants and from Chinese and Indian automakers expanding into North Africa.
Is Auto Hall Publicly Traded?
Yes. Auto Hall trades on the Casablanca Stock Exchange (Bourse de Casablanca), Morocco’s principal securities market, and is one of the exchange’s longer-standing industrial and consumer-distribution listings. As a listed company it is required to publish periodic financial statements and governance disclosures under Moroccan securities regulation, overseen by the AMMC (Autorité Marocaine du Marché des Capitaux).
Where Is Auto Hall Headquartered?
The company is headquartered in Casablanca, Morocco’s commercial and financial capital, where most of Morocco’s large listed industrial and distribution groups are based.
Is Auto Hall Legit?
Yes. Auto Hall is a genuine, long-established, publicly traded Moroccan company with over a century of continuous operating history, a listing on the Casablanca Stock Exchange, and a well-documented multi-brand distribution business. It is not a scam or shell entity; it is one of Morocco’s best-known automotive distribution names.
How Does Auto Hall Compare to Its Competitors?
Auto Hall competes in Morocco’s crowded vehicle-distribution market against other long-standing multi-brand groups such as SMEIA (which distributes Renault and Dacia) and CAC (Compagnie Auto Concessionnaire, which handles other major franchises), as well as against increasingly assertive Chinese automakers entering the North African market directly or through local partners. Auto Hall’s differentiators are its breadth across passenger vehicles, industrial and agricultural equipment, and mining machinery — a diversification that few pure-play car dealerships in Morocco can match — plus its century-long brand history and dense national branch network of 65 locations, which gives it reach into secondary cities and rural agricultural markets where its equipment distribution business is particularly relevant.
Links
Website: Not publicly listed
Careers Page: Not found
LinkedIn: Not found
Email: Not publicly listed
FAQ
What does Auto Hall do?
Auto Hall imports, distributes, and leases passenger vehicles, industrial and agricultural equipment, and mining machinery in Morocco, representing over 16 international brands.
Who is the CEO of Auto Hall?
Abdellatif Guerraoui is the Administrator and PDG (Chairman and CEO) of Auto Hall.
Is Auto Hall publicly traded?
Yes, Auto Hall is listed on the Casablanca Stock Exchange in Morocco.
How old is Auto Hall?
Auto Hall’s roots go back to 1907, and it was formally incorporated as Auto Hall SA in 1920.
Where is Auto Hall headquartered?
Auto Hall is headquartered in Casablanca, Morocco.
How big is Auto Hall?
Auto Hall has around 1,600 employees, 65 branches across Morocco, and a market value of about $391.7 million as of the African Business Top 250 (2025).