On September 30, 2024, Chinese tyre manufacturer Sentury officially began production at its new state-of-the-art factory in Morocco. The facility's first tyres—a range of 17-inch and 18-inch models—rolled off the production line, signifying a major step forward in Sentury’s global expansion strategy. The milestone was celebrated at a commissioning ceremony attended by company chairman Qin Long.
The Moroccan factory represents a substantial investment for Sentury, designed with cutting-edge technology that the company describes as "the most intelligent" in its global operations. With an annual production capacity of 12 million tyres, the facility is set to produce significantly more than required to meet Moroccan demand, positioning it as a strategic export hub.
Sentury's commitment to the Moroccan project is evidenced by the scale of its investment. The initial phase of construction began in the summer of 2023 with an investment of €297 million. Following this, the company recently approved a second phase of expansion, injecting an additional $193 million to increase capacity by 6 million units. Once both phases are completed, the total investment in the Moroccan facility will amount to $490 million.
Several factors have driven Sentury’s decision to establish its newest factory in Morocco. The company’s existing plant in Thailand had struggled to keep pace with growing global demand, necessitating an expansion of its production capabilities. Additionally, Morocco’s strategic location offers easy access to international markets, particularly in Europe and Africa, enhancing Sentury's ability to reach key export destinations.
The Moroccan factory will also benefit from a skilled local workforce. Sentury has invested in training Moroccan employees, with some receiving instruction at the company’s Thailand facility to ensure that the new plant meets the company’s standards for quality and efficiency. This aligns with Morocco’s national strategy to develop its automotive manufacturing sector and attract foreign investment, promising to generate new jobs and boost exports of automotive components.
Sentury’s decision to expand in Morocco reflects the country's growing importance as a global manufacturing hub. The new facility is not only a win for Sentury’s production network but also a boost for Morocco's economy, which aims to strengthen its foothold in the automotive sector. The factory's advanced production capabilities and substantial capacity for exports are expected to contribute significantly to the country’s industrial landscape.
As Sentury continues its global expansion, the successful launch of its Moroccan factory highlights the company’s commitment to increasing its production capacity and meeting worldwide demand. With this new facility, Sentury is well-positioned to solidify its presence in the global tyre market and leverage Morocco's strategic location to enhance its international trade capabilities.
