Automotive: Adient to Set Up New Plant in Kenitra

Rabat – The U.S. headquartered automotive seating supplier Adient plans to invest 15.5 million euros to set up a new production unit at the Industrial Acceleration Zone of Kenitra, following a Memorandum of understanding signed Monday in Rabat with the Ministry of Industry, Trade and the Green and Digital Economy.

By virtue of this MoU, initialed by the Minister of Industry, Trade and Green and Digital Economy, Moulay Hafid Elalamy, and the Executive Executive Vice President, EMEA. Michel Berthelin, the global leader in the automotive seating segment is strengthening its activities in Morocco through a major investment program involving manufacturing materials for seating and interior applications for the group’s customers (PSA, VW and Toyota).

The unit, which will be built on a plot of 24,500 sqm, will create 1,600 jobs and an export turnover of 60 million euros to serve 750,000 vehicles.

The agreement provides for the launch of a supplier ecosystem to ensure the development of the automotive value chain in Morocco and confirms the group’s willingness to locate new activities in Morocco including headrests and armrests.

Adient also plans to create a technical and engineering center for automotive upholstery in Morocco for product development and design. The first of its kind in the Kingdom. This technical center will generate 50 engineering positions.

“This investment demonstrates the confidence shown by renowned investors in Morocco, which is now positioned as a platform for production and export of equipment and motor vehicles,” said Elalamy on this occasion.

This major project will strengthen the integration and competitiveness of the automotive sector in Morocco, he added. According to the minister, these projects are part of a long-term strategy of the Adient Group in the Kingdom and strengthen the competitiveness of Morocco’s offer and the quality of its human capital.

For his part, Berthelin said “this agreement will support our ambitious production expansion in seat covers and the development of the associated technical know-how.”

“Besides its favorable geographical location, Morocco is a dynamic workforce which benefited from quality training,” he added.

In 2018, Adient  opened a manufacturing site in the Atlantic Free Zone for a total investment of 150 million dirhams. The plan employs 245 people to date.