Morocco’s automotive competitiveness draws praise from Dacia’s Romanian chief

13:20

By: Azzat Manal

Morocco’s automotive competitiveness draws praise from Dacia’s Romanian chief

Morocco’s growing competitiveness in the automotive industry has attracted renewed attention from European manufacturers, with Dacia’s Romanian chief highlighting the North African country’s advantages in production costs, energy prices and transport infrastructure. His remarks come as the Renault-owned brand evaluates ways to strengthen its industrial performance and secure the future of its manufacturing operations in Romania.

Mihai Bordeanu, head of Dacia in Romania, discussed the challenges facing the company during an interview with Romanian business publication Economedia on the sidelines of the 2026 Paris Motor Show, held from October 12 to 18. He stressed that decisions concerning the next generations of the Duster and Bigster models at the Mioveni plant will depend largely on the success of cost-reduction measures developed in cooperation with suppliers and the Romanian government.

Bordeanu pointed to Morocco as an example of a competitive manufacturing environment, citing substantial government support, lower energy costs and transport infrastructure serving industrial facilities. These factors, he suggested, give Moroccan plants an advantage in managing production expenses and moving finished vehicles to international markets.

His comments underline Morocco’s growing role in global automotive supply chains. The country has attracted major manufacturers and component suppliers by combining industrial investment incentives with access to international shipping routes and established production networks. Its automotive ecosystem, supported by facilities in areas such as Tangier and Kenitra, has become an important part of its export-oriented manufacturing sector.

By contrast, Bordeanu urged Romanian authorities to accelerate investment in roads and railways and improve infrastructure at the port of Constanța, a key gateway for vehicle exports. He also called for measures to reduce electricity and gas prices across the automotive supply chain, warning that high energy bills can increase the cost of components and weaken manufacturers’ ability to compete internationally.

The Dacia executive also advocated greater flexibility in Romanian labour regulations, suggesting a system similar to Spain’s part-time work arrangements that could be activated outside periods of crisis. Such measures, he argued, could help manufacturers adapt production levels to changing market conditions while maintaining operational efficiency.

The Mioveni factory produces approximately 349,000 vehicles annually, according to Bordeanu, placing its output close to its theoretical capacity of around 350,000 units. He said Dacia could not rely solely on the loyalty of Romanian consumers and must instead offer products capable of competing on price and quality.

The future allocation of the next Duster and Bigster generations remains undecided, with production at Mioveni representing one of several options under consideration. Bordeanu indicated that discussions with the Romanian government would be necessary before the company could determine its next steps.

The comparison with Morocco highlights the growing importance of production costs, energy affordability, logistics and government-industry cooperation in decisions about where vehicles are manufactured. As automakers face pressure to improve efficiency and maintain competitive prices, countries able to provide reliable infrastructure and favourable industrial conditions are increasingly well positioned to attract investment and retain production capacity.