TotalEnergies Maroc

What TotalEnergies Maroc does

TotalEnergies Maroc (formally TotalEnergies Marketing Maroc S.A., formerly Total Maroc) is the Moroccan downstream marketing and distribution subsidiary of French integrated energy major TotalEnergies SE, in operation in Morocco since 1927. The company is a publicly listed entity on the Casablanca Stock Exchange (ticker MA0000012106 / CAS:TMA) and operates with more than 10,000 employees. It markets and distributes petroleum products — automotive and industrial fuels, lubricants, and liquefied petroleum gas (GPL, via its wholly-owned subsidiary Totalgaz) — across Morocco, serving retail consumers through its nationwide service station network and serving B2B customers through direct sales, fleet cards, and the Club TotalEnergies loyalty program.

The business model is anchored in volume-based fuel retail margins, B2B fuel and lubricants contracts, fleet card programs, and a growing non-fuel offering that includes the "Bonjour l'énergie solaire" solar solution for professional customers. Digital channels include the Club TotalEnergies mobile app and E-Fuel, E-Lub, and E-LPG online ordering platforms. The company holds ISO 9001:2015 certification, reported as the first petroleum distributor in Morocco to obtain it, and reported 2025 sales volumes of 1,795 kilotonnes (up 1.3% year-over-year), with Q1 2026 volumes of 416 kilotonnes (down 2.3% versus Q1 2025).

Strategically, TotalEnergies Maroc operates within the framework of its parent's multi-energy transition narrative, extending its Moroccan franchise from a pure fuel retailer toward an integrated multi-energy distributor (fuels, lubricants, gas, solar, digital services) while leveraging the TotalEnergies brand, parent-company procurement scale, and a regulatory/quality credential base that has been in continuous use since 1927.

Name

TotalEnergies Maroc

Legal name

TotalEnergies Marketing Maroc

Website

https://totalenergies.ma

Company type

Public

Founded year

1928

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

TotalEnergies Maroc markets and distributes petroleum products — automotive and industrial fuels, lubricants, and GPL — across Morocco through a nationwide service station network and B2B channels, serving retail consumers, commercial fleets, and industrial customers under the TotalEnergies brand since 1927.

Ownership category

akta.pro rank

Product category

Petroleum Products Distribution

NAICS

Gasoline Stations (4571), Gasoline Stations and Fuel Dealers (457), Petroleum and Petroleum Products Merchant Wholesalers (4247), Petroleum and Petroleum Products Merchant Wholesalers (except Bulk Stations and Terminals) (424720)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA)

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ), Lubricants Distribution & Wholesale (Bulk, Packaged, B2B) (EUALAJAE), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

Keywords

• Fuel retail distribution
• Petroleum products
• Industrial lubricants
• LPG gas distribution
• Fleet management cards

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

Revenue model

1. Fuel Retail: Sale of petroleum products (gasoline, diesel) through nationwide network of TotalEnergies-branded service stations. Represents the largest revenue stream.
2. Non-Fuel Offerings: Convenience stores (Bonjour), restaurants (Dar Dyafa), car care services (TQAS, Carglass partnership), and other convenience services at service stations.
3. Lubricants: Sale of TotalEnergies and ELF branded lubricants, oils, and maintenance products. Sold through service stations and direct professional sales.
4. Gas (GPL): Commercialization of propane and butane gas in bottles and bulk (Totalgaz brand) for domestic and industrial applications.
5. Fleet/Corporate Cards: Prepaid rechargeable TotalEnergies cards for fleet management, commercial fuel purchasing, and AS 24 card services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

TotalEnergies Maroc distributes and retails petroleum products across Morocco through a nationwide network of branded service stations, offering standard and EXCELLIUM premium fuels, TotalEnergies and ELF lubricants, Totalgaz LPG, aviation fuels, and fleet cards. It serves both individual consumers via retail stations and professional/industrial customers via dedicated B2B sales platforms (E-Fuel, E-Lub, E-LPG) and the Club TotalEnergies loyalty program.

Product overview

TotalEnergies Maroc operates as a diversified petroleum products retailer and fuel distributor in Morocco with a platform-plus-services model centered on its nationwide service station network. The core offering comprises fuel retail (including the premium EXCELLIUM brand), lubricants (under TotalEnergies and ELF sub-brands), and gas (Totalgaz propane/butane in bottles or bulk). These are complemented by financial products (TotalEnergies Card for prepaid fleet management) and loyalty services (Club TotalEnergies with mobile app). Non-fuel offerings include restaurant/dar dyafa, car wash, and automotive maintenance (TQAS), as well as solar energy solutions for professionals. The architecture follows a core fuel/gas/lubricants platform with revenue-enhancing modules in cards, loyalty, and station services.

Differentiator

Problem solved

Functional benefit

Products and services

• Standard Carburants (Fuels) Standard gasoline and diesel fuels retailed to individual motorists at TotalEnergies-branded service stations across Morocco, supported by ISO 9001:2015 certified quality management.
• EXCELLIUM Premium Fuels Premium gasoline and diesel range marketed under the EXCELLIUM brand, positioned for motorists seeking enhanced engine cleanliness and performance at branded stations.
• Lubrifiants TotalEnergies & ELF Automotive and industrial lubricant ranges distributed to retail customers and professional accounts through stations, distributors, and the E-Lub B2B online platform.
• Totalgaz GPL (LPG) Bottled and bulk LPG marketed under the Totalgaz brand to households and professional users, ordered via the E-LPG digital platform for B2B accounts.
• Carte TotalEnergies (Prepaid Fleet Card) Prepaid payment card for professional fleets enabling fuel purchases, transaction control, and consolidated reporting across the Moroccan service-station network.
• AS 24 & TC Fleet Cards Pan-European fleet cards from TotalEnergies group entities accepted at TotalEnergies Maroc stations to serve international and cross-border professional fleet operators.
• Club TotalEnergies Loyalty Program Multi-partner loyalty program rewarding retail customers for fuel and station-service spend at TotalEnergies Maroc, accessible via mobile app and partner integrations.
• Station Services (Car Wash, Restaurants, Maintenance) Integrated car wash, food and convenience, and TQAS-certified maintenance services offered at TotalEnergies service stations alongside fuel retail.
• Aviation Fuels (Jet A-1, AVGAS) Aviation-grade fuels (Jet A-1 and AVGAS) supplied directly to Moroccan airlines, business aviation operators, and airport fuel handlers under certified quality standards.
• E-Fuel, E-Lub & E-LPG B2B Platforms Online ordering platforms enabling professional customers to procure fuel (E-Fuel), lubricants (E-Lub), and LPG (E-LPG) with account-based pricing, invoicing, and supply management.

Quantifiable outcome

• Sales volume growth of 1.3% year-over-year to 1,795 kt in 2025
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Maroc Telecom, Orange, InwiminorGTM or Marketing PartnerMobile network operators integrated into the Club TotalEnergies loyalty program, allowing members to convert loyalty points into mobile phone recharge credits.
• Carglass MoroccominorGTM or Marketing PartnerAutomotive glass repair and replacement service available at select TotalEnergies service stations under the 'Vitrage Automobile' service offering.
• Charitable AssociationsminorOthersClub TotalEnergies loyalty program allows members to convert points into charitable donations to partner associations.
• TotalEnergies Group (Parent)coreOthersTotalEnergies Marketing Maroc operates as part of the global TotalEnergies Group (TotalEnergies SE), utilizing the global brand, technologies, and operational standards.
• TotalgazcoreOthersTotalgaz is a subsidiary of TotalEnergies Group specializing in propane and butane gas commercialization, with logistics close to end users.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Oilibya / Libya Oil Morocco: Libya Oil (Oilibya brand) operates a regional service station network across North Africa including Morocco, offering similar fuel retail, lubricants, and convenience offerings. Comparable as a regional fuel marketer with a multi-country footprint competing in the same Moroccan downstream market.
• Petromin (Saudi Arabia): Petromin operates a regional service station network and lubricants distribution across MENA. While primarily Saudi-focused, it is comparable in business model (fuel retail + lubricants + non-fuel services) and regional positioning to TotalEnergies Maroc.
• Eni Maroc (NAOC): Eni operates downstream and fuel marketing activities in Morocco under NAOC, with branded service stations and lubricants. Comparable as another international oil major with Moroccan retail presence, competing for fuel volumes and B2B customers similar to TotalEnergies Maroc.

Direct peers

• Vivo Energy Maroc: Vivo Energy is the Shell licensee in Morocco, operating a nationwide branded service station network selling Shell fuels, lubricants, and convenience offerings. Direct head-to-head competitor to TotalEnergies Maroc in retail fuel, lubricants, and B2B fleet cards across the same Moroccan geography.
• Afriquia SMD: Afriquia SMD is one of the largest Moroccan petroleum product distributors, operating a nationwide network of branded service stations and bulk fuel/lubricant distribution. Closely comparable to TotalEnergies Maroc in service station footprint, B2B fuel supply, and LPG (butane) distribution through its parent Akwa Group.
• TotalEnergies Marketing Sénégal: TotalEnergies' Senegalese marketing subsidiary operates a similar branded service station network, B2B platforms, and loyalty programs in West Africa. Useful comparable for Francophone African unit economics, volumes, and non-fuel service penetration.
• TotalEnergies Marketing Tunisie: TotalEnergies' Tunisian marketing subsidiary operates a comparable branded service station network, lubricants, and gas distribution model in an adjacent North African market. Highly relevant comparable for unit economics, regulatory dynamics, and product mix benchmarking.

Emerging players

• St1 Nordic: St1 is a Nordic fuel retailer focused on stations, convenience, and renewables/EV charging. Relevant as a peer demonstrating how traditional fuel retailers can pivot toward energy services and renewables — a strategic direction TotalEnergies Maroc is beginning to pursue with its solar offering.

Broad incumbents

• Shell Morocco (historically): Shell is a global oil major with fuel marketing operations in Morocco historically operated under Vivo Energy. Comparable as a global brand overlaying a local branded service station network, with similar fuel, lubricants, and fleet card offerings competing head-to-head with TotalEnergies across Morocco.
• TotalEnergies Marketing Services (MENA parent): TotalEnergies SE's Marketing & Services division oversees the Moroccan subsidiary and operates comparable branded service station networks across Africa, Middle East, and Mediterranean. Relevant for brand, technology, and best-practice transfer; the parent also provides capital, supply, and Excellium product access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/totalenergies
• YouTubeyoutube.com/user/Total
• Facebookfacebook.com/TotalEnergiesMaroc
• LinkedInlinkedin.com/company/totalenergies
• Instagraminstagram.com/totalenergies_ma

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 TotalEnergies Maroc