Stellantis has taken a major step in strengthening its automotive ecosystem in Morocco by officially rebranding AXA Crédit Maroc as Stellantis Salaf Maroc, following the acquisition of a majority stake in the company by FIDIS S.p.A., the group’s financial services arm.
The move reflects Stellantis’ strategy to integrate vehicle financing more closely with its automotive operations in the Kingdom, creating a seamless customer experience that combines vehicle purchases with tailored financing and mobility solutions.
Under the new identity, Stellantis Salaf Maroc will provide financing products dedicated to vehicles sold under the group’s brands in Morocco. Customers will also gain access to complementary services, including insurance packages and maintenance contracts offered directly through the company’s dealership network.
Beyond automotive financing, the company will continue to operate in the personal loan market, maintaining its existing portfolio and services. Current AXA Crédit Maroc customers will see no changes to their existing contracts, with all ongoing loans remaining under the same terms and conditions.
To lead the next phase of growth, Stellantis has appointed Lionel Piquer as Chief Executive Officer of the newly rebranded company. He will work under the supervision of Andrea Faina, who oversees Stellantis Financial Services operations across Africa, China and the Middle East.
Piquer brings extensive leadership experience gained across Europe, Morocco and Sub-Saharan Africa. His mission will be to accelerate the development of Stellantis’ financial services business while supporting broader mobility objectives in the Moroccan market.
According to company executives, the new structure aims to make vehicle ownership more accessible through competitive and simplified financing solutions adapted to local consumer needs. The initiative is also expected to strengthen customer loyalty by offering a wider range of services throughout the vehicle ownership journey.
Yves Peyrot Des Gachons described the launch of Stellantis Salaf Maroc as a strategic milestone for the group’s operations in the Kingdom. He noted that integrating financial expertise into Stellantis’ local ecosystem would support the growth of its automotive brands while improving the overall mobility experience for customers.
The transformation further reinforces Morocco’s growing importance within Stellantis’ regional strategy. With activities spanning engineering, manufacturing, commercial operations, mobility services and now integrated financing, the Kingdom continues to play an increasingly significant role in the group’s development across Africa and the wider region.
As competition intensifies in Morocco’s automotive sector, the addition of dedicated financing capabilities positions Stellantis to offer a more comprehensive and customer-focused mobility model, aligned with evolving market expectations and the sector’s ongoing transformation.
