What Petrom does

Petrom is a Moroccan fuel and energy distribution company operating as the most important subsidiary of Groupe Holsatek, a family-controlled conglomerate managed by the Bouaida family. Founded in 1945 as Esso's Moroccan subsidiary and renamed Pétrole du Maghreb following the 1974 Moroccanization law that transferred ownership to SNPP, the company was privatized in 1993 when it was acquired by Groupe Holsatek. It operates a nationwide network of more than 250 service stations, 7 fuel depots with combined storage capacity exceeding 100,000 m³, and 15 LPG depositaries across Morocco, with southern-region coverage provided through its subsidiary Petrom Sahara.

The company's product portfolio spans refined petroleum fuels (Gasoil 10 ppm and Super Sans Plomb), its proprietary XPRO lubricant brand launched in 2013, butane and propane LPG distribution, and industrial chemical products including Solvesso, Hexane, Toluene, and White Spirit, in which it holds an estimated 50% Moroccan market share with 5,000 m³ of dedicated storage. Petrom also operates a B2B fleet solutions suite built around the Petrom Card payment system and the Pema-branded technology platform, comprising NFC-based vehicle identification (Pema Tag), automated fuel dispensing tied to vehicle identity (Smart Fuel), GPS-based fleet tracking (Pema Geoloc), and real-time tank inventory management via electronic sensors (Pema Gestion). Station-level services are extended through exclusive franchise partnerships with ElePHPant Bleu for car wash and Point S for automotive repair, both operating inside Petrom stations.

Petrom generates revenue primarily through transaction-based fuel dispensing across its retail station network, supplemented by direct B2B sales of lubricants, bulk industrial fuel, chemical solvents, and LPG cylinders, plus recurring fees from its Pema fleet management solutions. It serves individual consumers, fleet operators, industrial enterprises, and households through a hybrid go-to-market combining owned retail, franchise partners, direct enterprise sales, and a two-tier LPG depositary distribution network. In 2017, the company launched its Petrom 2020 strategic project under CEO Ahmed Bouaida, focused on innovation, quality, and customer satisfaction.

Name

Petrom

Legal name

Petrom

Website

https://petrom.ma

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

51–100 employees

Short description

Petrom is a Moroccan fuel distributor operating 250+ service stations nationwide as the leading subsidiary of Groupe Holsatek. It sells petroleum products, lubricants, LPG, industrial chemicals, and B2B fleet management solutions through its Petrom Card and Pema technology platform.

Ownership category

akta.pro rank

Product category

Fuel Distribution and Petroleum Retail

NAICS

Gasoline Stations (4571), Fuel Dealers (45721), Fuel Dealers (457210)

SIC

Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

akta.pro primary industry

Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

akta.pro secondary industries

Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ), Refined Products Tank Farms & Terminals (TLAGAKAB)

Keywords

• Fuel distribution
• Service station network
• Fleet management solutions
• Industrial chemical distribution
• LPG gas distribution

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Fuel Distribution (Carburants): Petrom generates the majority of its revenue through the distribution of refined petroleum products — primarily Gasoil 10 ppm and Super Sans Plomb (unleaded gasoline) — through its network of more than 250 service stations across Morocco, including in the southern region via subsidiary Petrom Sahara. Revenue is transaction-based, paid per liter dispensed at the pump.
2. Lubricant Sales (XPRO Brand): Sale of Petrom's proprietary XPRO lubricant brand to both professional fleets and individual consumers through the station network. This is a direct product sale revenue stream, complementary to fuel dispensing.
3. Chemical Products Distribution: Petrom holds 50% market share as the leading importer and distributor of industrial chemical products in Morocco, with 5,000 m³ of storage capacity. Products include Solvesso, Hexane, Toluene, and White Spirit, sold to industrial customers in painting, varnish, adhesive, food extraction, ink, and agriculture sectors.
4. Gas Distribution (Butane & Propane): Distribution of butane and propane gas through 15 Petrom depositaries across Morocco. Butane is sold in 12 kg, 6 kg, and 3 kg cylinders; propane in 34 kg cylinders and in bulk for industrial use. Revenue is per-unit transaction based.
5. Point S Auto Services: Point S, a French automotive repair and maintenance franchise, operates within the Petrom station network since 2017, providing services including tire fitting (Dunlop, Toyo), oil changes, shock absorbers, brakes, exhaust, and air conditioning. Revenue is generated per service transaction through the franchise.
6. ElePHPant Bleu Car Wash: Car washing services provided exclusively by ElePHPant Bleu (European leader) inside Petrom stations. Services include high-pressure jet washing, automatic portal washing, and interior cleaning. Revenue is per-service transaction.
7. Restaurant / On-site Dining: In-station dining spaces serving meals and snacks to travelers along Moroccan highways. Offers menu options and à la carte formulas. Revenue is per-transaction from food and beverage sales.
8. Fleet Management Solutions (Petrom Card, Pema Tag, Smart Fuel, Pema Geoloc): Petrom offers a suite of B2B fleet management solutions. The Petrom Card Premium generates card management fees and interchange-like revenue on each transaction. Pema Geoloc and Pema Gestion are offered as managed services with subscription or per-vehicle pricing. These solutions drive loyalty and increase fuel volume per fleet client.
9. Industrial Fuel Delivery: Fuel delivery service to industrial enterprises, enabling businesses to receive bulk fuel deliveries at their premises. Revenue is generated per delivery based on volume dispensed, with a service component.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels4 records

Core offering

Petrom distributes refined petroleum fuels (Gasoil 10 ppm and Super Sans Plomb), its own XPRO lubricant brand, butane and propane gas, and industrial chemical solvents through a nationwide network of more than 250 service stations and 7 fuel depots. The company also sells a proprietary fleet management technology suite (Petrom Card, Pema Geoloc, Pema Tag, Smart Fuel, Pema Gestion) to enterprise fleet operators, and operates ancillary in-station services including Elephant Bleu car wash, Point S auto repair, and highway restaurant facilities.

Product overview

Petrom is an oil and energy company operating primarily through a network of over 250 fuel stations across Morocco. Its product portfolio is organized into two main segments: (1) core petroleum products — Carburants (Gasoil 10 ppm, Super Sans Plomb), XPRO-brand Lubrifiants, Gaz (butane/propane), and chemical products (Solvesso, Hexane, Toluene, White spirit) — and (2) Pro Solutions (solutions professionnelles) built around the Petrom Card ecosystem, comprising Petrom Card Premium and Prépayée, paired with add-on fleet management modules including Pema Gestion (tank inventory monitoring), Smart Fuel (vehicle identification and fuel dispensing control), Gestion de Flotte / PEMA Tag (fleet administration), and Pema Geoloc (GPS tracking). Complementary lifestyle services at stations include Elephant Bleu car wash (exclusive partnership), Point S automotive repair (tires, maintenance), and restaurant/café facilities. The Petrom 2020 strategic initiative unifies the group's innovation, quality, and satisfaction agenda across all offerings.

Differentiator

Problem solved

Functional benefit

Brands

• XPRO: Petrom's own high-end lubricant brand for professionals and individuals.
• Petrom Card
• Pema Smartfuel
• Pema Gestion
• Pema Tag
• Pema Geoloc
• Elephant Bleu
• Point S

Products and services

• Carburants (Fuels) Refined petroleum fuels distributed across more than 250 stations throughout Morocco, primarily Gasoil 10 ppm and Super Sans Plomb, with revenue earned per liter dispensed at the pump.
• XPRO Lubrifiants Petrom's proprietary premium lubricant brand for professional fleets and individual consumers, conforming to international quality standards and designed for all engine types.
• Gaz (Butane and Propane) Distribution of butane and propane LPG for households, small businesses, and industrial use, supplied through 15 Petrom gas depositaries covering all of Morocco.
• Produits Chimiques (Industrial Solvents) Import and distribution of industrial chemical solvents (Solvesso, Hexane, Toluene, White Spirit) serving paint, varnish, adhesive, food extraction, ink, and agriculture manufacturers, with 50% Moroccan market share and 5,000 m³ storage capacity.
• Produits Noirs (Fuel Oil Distribution) Distribution of fuel oil (black products) to industrial enterprises across Morocco, with Petrom holding 50% market share in this segment.
• Petrom Card Premium Postpaid fuel card for professional fleet operators and enterprises, accepted at Petrom stations, CPHM stations, Petrom Sahara stations, and Autoroutes du Maroc highway tolls; includes NFC vehicle identification, PIN security, real-time transaction monitoring, and online account management.
• Petrom Card Prépayée Prepaid rechargeable fuel card for individuals and SMEs, accepted across the Petrom station network, with a mobile app, loyalty program, and spending controls.
• Smart Fuel (Pema Smartfuel) Automated fuel dispensing solution that uses a vehicle-mounted identification device to authorize fueling, restrict use to authorized vehicles, and prevent fraud for enterprise fleet operators.
• Gestion de Flotte and Pema Tag Online fleet management platform paired with anti-tamper NFC windshield stickers (Pema Tag) that automatically identify vehicles at Petrom stations, ensuring Petrom Cards are only used with authorized vehicles.
• Pema Geoloc GPS fleet tracking solution that provides real-time vehicle position, mileage, route optimization, productivity analytics, dangerous-behavior detection, and theft risk reduction for fleet operators.
• Pema Gestion Real-time electronic tank inventory monitoring solution that measures and transmits fuel levels by product and tank, optimizes orders and deliveries, and eliminates manual gauging and stockouts for enterprise customers.
• ElePHPant Bleu Car Wash Premium car wash service operated exclusively at Petrom stations under the ElePHPant Bleu brand, offering high-pressure jet washing, automatic portal washing, and interior cleaning.
• Point S Auto Services Automotive repair and maintenance services operated within Petrom stations under the French Point S franchise, including tire fitting, oil changes, brake service, suspension, exhaust, and air conditioning.
• Restauration (Highway Restaurant Service) On-site restaurant and café facilities at Petrom stations along Moroccan highways, serving meals and snacks to travelers and transport professionals.

Quantifiable outcome

• Petrom holds 50% market share in Morocco for chemical product import and distribution.
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Point ScoreStrategic or Co-development Partner · 1 January 2017Point S is a French brand specialized in automotive repair and maintenance. Present in Petrom stations since 2017, it offers services including tire fitting (Dunlop and Toyo Tires), oil changes via Unil Opal, brake service, shock absorber replacement, exhaust repair, and air conditioning maintenance. Point S benefits from access to manufacturer technical information and teams, while Petrom benefits from an enhanced one-stop-shop service offering within its stations.
• SNPP (Société Nationale de Produits Pétroliers)coreStrategic or Co-development Partner · 1 January 1993In 1974, following Morocco's Law of Marocanisation requiring multinational companies to transfer 51% ownership to the government, Esso exited Morocco and ceded its shares to the SNPP (Société Nationale de Produits Pétroliers). The company was renamed Petrom ('Pétrole du Maghreb'). The SNPP's state ownership established Petrom's role as a nationally significant petroleum company.
• ElePHPant BleucoreStrategic or Co-development PartnerElePHPant Bleu is the European leader in car wash stations and operates exclusively at Petrom locations in Morocco. The partnership brings premium car washing services (high-pressure jets, automatic portals, interior cleaning) to Petrom's station network. Most ElePHPant Bleu centers operate 24/24 and 7/7, serving individual vehicle owners and fleet operators. This is a mutually beneficial arrangement where ElePHPant Bleu gains exclusive market entry in Morocco through Petrom's network, and Petrom enriches its service offering.
• DunlopminorChannel Partner/ Reseller/ DistributorDunlop is a tire manufacturer whose products are sold and mounted at Point S centers within the Petrom network. This is a standard supplier/reseller relationship for the tire category.
• Toyo TiresminorChannel Partner/ Reseller/ DistributorToyo Tires is a tire manufacturer whose products are sold and mounted at Point S centers within the Petrom network. This is a standard supplier/reseller relationship for the tire category.
• Unil OpalminorChannel Partner/ Reseller/ DistributorUnil Opal is a lubricant and automotive care brand partnered with Point S for oil change and vehicle maintenance services at Petrom stations. Point S uses Unil Opal products as part of its maintenance service offering, which includes 25-point inspections, oil changes, and filter replacements.
• Autoroutes du MarocminorGTM or Marketing PartnerPetrom Card Premium can be used to pay highway tolls on Morocco's national highway network operated by Autoroutes du Maroc. This partnership adds a practical utility to the Petrom Card, making it more valuable to fleet operators and professional drivers who frequently use Morocco's toll roads.
• Groupe HolsatekcoreStrategic or Co-development PartnerGroupe Holsatek, managed by the Bouaida family, is Petrom's parent company. Petrom is described as the most important subsidiary of the group. The group also owns subsidiaries in transport (Transinat), real estate (GDO Agadir), technology (Pematech), fishing (Pescado), milling and cereals (Grands Moulins de Ouarzazate, GMA, GML, SOMACEREAL), and media (Radio Mars). The group structure provides cross-business synergies and shared resources.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Afriquia SMDC: Afriquia is one of Morocco's largest fuel retail and LPG distribution networks, operating a comparable nationwide station footprint, LPG (butane/propane) distribution, and lubricant sales. It is the closest direct competitor to Petrom in the Moroccan downstream fuel market.
• Total Maroc: Total Maroc operates a branded service station network across Morocco selling gasoline, diesel, lubricants, and convenience items. As the Moroccan affiliate of TotalEnergies, it competes head-to-head with Petrom in retail fuel, lubricants, and fleet services.
• Shell Maroc: Shell Maroc runs a nationwide branded fuel retail and lubricants network in Morocco, including fleet card offerings. It competes directly with Petrom in retail fuel, branded lubricants, and B2B fleet card services.
• Vivo Energy Maroc: Vivo Energy Maroc distributes and markets Shell-branded fuels and lubricants across Morocco through a large retail station network. It is a direct competitor to Petrom in retail fuel and lubricants, with similar fleet/B2B offerings.

Emerging players

• Winxo (Morocco): Winxo operates fuel storage and distribution terminals in Morocco, overlapping with Petrom's petroleum logistics and chemical products storage business. It is a partial competitor in the wholesale petroleum and chemical distribution segment.
• Ziz (formerly Sahara Fuels): Ziz Energie operates fuel distribution and petroleum product logistics in Morocco, with comparable activity in fuel oils and lubricants. It is a smaller but increasingly relevant player competing for industrial and bulk fuel customers that Petrom also serves.
• Ola Energy Morocco: Ola Energy operates a growing retail fuel station network in several African markets including Morocco. As a newer entrant, it competes for station locations, fleet customers, and lubricant share against Petrom's established network.

Broad incumbents

• Akwa Group: Akwa Group is the diversified Moroccan conglomerate that owns Afriquia SMDC and operates across fuel distribution, LPG, chemicals, and media. As the parent of Petrom's largest direct competitor and a parallel diversified industrial group, it is a useful comparison for Petrom's strategic positioning.

Regional players

• Naftal: Naftal is the Algerian national petroleum products distribution company, operating a comparable model of fuel stations, LPG distribution, and lubricants. As a North African neighbor with similar downstream structure, it is a relevant regional benchmark for Petrom's operating model.
• Sté Marocaine des Pétroles (SMP): SMP is a Moroccan fuel and lubricant distributor operating in similar downstream petroleum segments. While it focuses more on industrial and commercial supply, it overlaps with Petrom in lubricants and bulk fuel distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Petrom