“The automotive industry is uniquely rich. It’s a world that has always fascinated me, because it combines innovation, competitiveness, and constant transformation,” says Oussama Berrada right away. General manager of Bugshan Automotive Group—the automotive division of the Bugshan Morocco Group—since 2022, he emphasizes that the sector demands vision, precision, the ability to manage complexity, and close ties to the realities on the ground. The young executive spent over 12 years at Hyundai Morocco, a subsidiary of the Bugshan Group. “That journey allowed me to experience the automotive world in all its dimensions: financial, operational, commercial, and human,” he says.
Autonomy and discipline
Oussama Berrada pursued his higher education at Al Akhawayn University (AUI), where he earned a bachelor’s degree in finance. “That program gave me a solid foundation in management, strategy, financial analysis, and leadership. I had the honor of receiving the ‘Outstanding Academic Achievements’ certificate, an award presented by the university president in recognition of an exemplary academic path. That recognition meant a great deal to me,” he says.
His time at AUI proved to be formative on several levels. “I learned to think methodically, to work in teams within an international environment, to speak with impact, and to demonstrate autonomy and discipline. This university doesn’t just produce graduates—it shapes individuals capable of positively influencing their environment,” the executive notes.
Cross-functional vision
Oussama Berrada began his career in 2006 at Ernst & Young, in auditing. “It’s a school of excellence, where I had the opportunity to work with companies across a wide range of sectors. I learned to quickly understand organizations, adapt, and deliver precise diagnostics with rigor and method.” After three years in financial auditing, he joined Hyundai Morocco in 2010 as internal audit manager. This role allowed him to immerse himself in the company’s operational workings and gain deep mastery of its key processes. “That cross-functional vision naturally led me to take on the role of financial director, a central function in a company generating several billion dirhams in revenue,” he emphasizes.
Strategic transformation
The defining moment of his career remains his appointment as general manager of Hyundai Morocco in 2018. At that time, the company began a deep strategic transformation, with tangible results: significant revenue growth, Hyundai rising to the podium as one of the top three car brands in Morocco, a complete repositioning of the brand image, and more. “It was a very intense phase during which we were able to build a resilient, attractive, and high-performing model, driven by committed teams and a strong corporate culture,” he recounts.
Oussama Berrada says he believes in management based on clarity, accountability, and closeness. “Giving purpose, setting ambitious but achievable goals, building trust, and encouraging initiative are at the core of my approach. For me, performance comes through people—through a culture of listening and through support that is demanding but compassionate,” he concludes.
Written in French by TelQuel Impact, edited in English by Eric Nielson
