Morocco–China: A global tyre industry giant sets up in the Oriental region

With a total investment of 6.7 billion dirhams, the project covers 52 hectares and targets an annual production capacity of 18 million tyres, while generating 1,737 direct jobs. By its scale and ambitions, this industrial facility stands as a major landmark in Morocco’s strategy to move up the industrial value chain and to rebalance territorial development in favour of the Oriental region.

Carried by its subsidiary Goldensun Tire Morocco, the project embodies the rapid materialisation of a strong strategic choice. As highlighted by the Minister Delegate in charge of Investment, Karim Zidane, during the launch ceremony, it represents a structuring achievement that demonstrates Morocco’s ability to attract and deploy, within controlled timeframes, large-scale, high value-added industrial investments.

Beyond the figures, the Betoya plant fully aligns with national priorities: the creation of sustainable jobs, integration into global value chains, technological development and the strengthening of industrial sovereignty. The project also marks Morocco’s entry into local tyre production, a strategic segment that had until now been absent from the national industrial fabric, despite the strength of the Moroccan automotive sector.

The complex will include an integrated automobile tyre production unit, research and development centres, as well as modern logistics platforms dedicated to export. The effective start of production is scheduled for early 2027, according to an ambitious timeline that reflects the maturity of the project.

Technology, innovation and local skills

The integration of R&D hubs is one of the project’s key features. It will promote the transfer of know-how, industrial innovation and the upgrading of local human capital, strengthening the Kingdom’s position as a high-technology industrial hub.

Located in close proximity to the Nador West Med port, the plant will benefit from a strategic logistical advantage, with direct access to European, African and Middle Eastern markets. This choice confirms the central role of Nador West Med as a driver of regional development and as a future reference industrial and port hub in the Mediterranean.

A regional dynamic driven by the Royal Vision

For Mhamed Atfaoui, Wali of the Oriental region, this project is a direct extension of the Royal Initiative for the Development of the Oriental, launched in 2003, and strengthened by structuring infrastructure projects and the new Investment Charter, designed to attract high-potential projects in industry, digital technology and tourism.

Founded in 1986, Shandong Yongsheng Rubber Group is among the leading Chinese tyre manufacturers, with brands present in more than 80 countries. By positioning itself in Morocco, the group is making a strategic choice of proximity to its key markets and is joining a broader dynamic of Chinese investment in the Kingdom, alongside major players in batteries, advanced materials and the automotive sector.

A strong signal to international investors

The Betoya project goes beyond the scope of a simple industrial unit. It aims to catalyse the creation of a complete ecosystem combining suppliers, logistics, skills and industrial services. By its scale and level of integration, it sends a clear message: Morocco is no longer merely an assembly platform, but a global industrial hub, capable of hosting large, innovative and globally competitive projects.

This emblematic investment confirms that a strategic vision, supported by modern infrastructure and an attractive incentive framework, can sustainably transform territories and strengthen Morocco’s position on the international industrial map.

Editorial team/le7tv