TotalEnergies Fuel Pricing Discrepancies in Morocco
In a striking contrast, TotalEnergies is currently navigating a challenging situation in the Moroccan fuel market, particularly in Casablanca, where its diesel prices have recently reached MAD 16.99 per liter. This price stands in stark comparison to its competitor Afriquia, which offers diesel at MAD 16.40 per liter, creating a notable gap of 59 cents per liter. For consumers filling up a 50-liter tank, this discrepancy results in an extra MAD 29.50. Other competitors like Winxo, Shell, and Petromin Oils have set their diesel prices at MAD 16.95 per liter, while Yoom has positioned its prices at MAD 16.89 per liter. Furthermore, for unleaded gasoline, TotalEnergies is also at the top of the pricing chart at MAD 15.69 per liter, compared to MAD 15.09 at Afriquia and MAD 14.99 at Yoom.
| Distributor | Diesel (MAD/L) | Unleaded Gasoline (MAD/L) |
|---|---|---|
| Yoom | 16.89 | 14.99 |
| TotalEnergies | 16.99 | 15.69 |
| Winxo | 16.95 | 15.38 |
| Afriquia | 16.40 | 15.09 |
| Shell (Vivo Energy) | 16.95 | 15.38 |
| Petromin Oils | 16.95 | 15.38 |
Significance of Price Disparities
The extent of the price differences between various fuel distributors in Morocco has garnered significant attention. Historically, the variations in fuel prices among distributors have been minimal, typically limited to a few cents per liter. However, the current 59-cent difference between two major brands marks an unusual phenomenon in the national market. This price dispersion follows the latest price revisions that came into effect on November 1st, with operators adjusting diesel prices by varying amounts, some by 50 cents, while others increased prices by nearly a dirham, leading to these unusual pricing gaps.
Compounding this situation is the context provided by TotalEnergies’ CEO, Patrick Pouyanné, who recently disclosed that the company has allocated 500 million euros for a voluntary price cap initiative in France aimed at protecting consumer purchasing power. This initiative allows TotalEnergies to maintain lower pump prices without imposing administrative limits on distributor margins. The company defends this pricing strategy as a commercial choice intended to enhance attractiveness and increase market shares in France.
Given this backdrop, questions arise regarding how this commercial effort in France might influence the strategies of TotalEnergies’ international subsidiaries, including its Moroccan operations. Could these subsidiaries be indirectly pressured to offset any financial shortfalls experienced in France? While TotalEnergies Marketing Morocco operates within its unique competitive and regulatory environment, the significant contrast between the company's pricing strategies in France versus Morocco raises legitimate queries about its pricing policies.
Additionally, the Moroccan fuel market is currently facing a unique fiscal challenge. The proposed 2027 finance bill aims to increase the corporate tax rate from 35% to 40% for companies engaged in hydrocarbon importation or distribution whose net profits exceed MAD 100 million. This policy is designed to enhance the tax contributions of the most profitable firms in the sector, potentially affecting larger oil operators directly.
Several observers, including some parliamentarians, interpret the record-high prices observed since November 1st as a possible reaction from distributors to this fiscal initiative, suggesting that the increased tax burden could impact consumer prices. However, it is essential to approach this hypothesis with caution, as there is currently no direct evidence linking the recent price adjustments to the proposed fiscal measures. Various factors, including international market trends, supply conditions, stock levels, and each distributor's commercial strategies, also significantly influence pricing in the Moroccan market.
As reported by fr.le360.ma.
