Karim Tir, the current Managing Director of ABB Maroc, has a real passion for travel and hiking. “The pleasure of discovering the world has always resonated within me. Travel is a kind of escape, a total immersion in another country that shines with a culture different from our own. Everything you need to fully satisfy your thirst for discovery and escape”, explains Karim Tir, with the fire of the great adventurers in his eyes.
A Moroccan love story
This passion and this thirst for adventure are also the ingredients of Karim Tir’s fine professional career.
It was his parents, who were shopkeepers, who gave him a taste for challenge, commitment, honesty and hard work. Qualities that make Karim the man he is today. “My father, because of his life story, is someone for whom I have a great deal of respect and admiration. From a very young age, I went along with him in his business. I consider myself a curious person. As a child, I wanted to be an explorer and discover lots of things,” he explains.
French-Algerian and the father of two children, Mr Karim Tir grew up in the north of France. His connection and attachment to Morocco began with a romantic encounter: “My relationship with this country began when I met my wife, who is Moroccan. I love this country, its hospitality and its cuisine. I have made a great many friendships here”.
A graduate of the École Centrale de Marseille in mechanical engineering in 1994, Karim Tir settled in Morocco in 2002. A country where he can also fully satisfy his passion for travel through his hikes in Toubkal and in the regions of Azilal and Chefchaouen, his favourites. “Hiking lets you discover a multitude of beautiful landscapes that you don’t necessarily expect when you set off on a trip. Sometimes all it takes is walking along a trail for many hours to find yourself facing nature that leaves you dazzled. That is the very essence of pleasure and discovery”, says Karim Tir passionately.
ABB Maroc, a new challenge to take on
In Casablanca, where he lives with his family, he held several important positions, notably at the head of Manpower Maghreb and of the Maghreb Sales and Marketing Department of Kohler-Jacob Delafon. Seasoned and hard-working, the Centrale graduate succeeded in raising the company to the rank of leader in the sanitaryware industry thanks to his sound knowledge of the Maghreb markets.
When, in March 2020, in the midst of the health crisis, Karim Tir joined ABB Maroc as Managing Director, he was aware of the challenge and the great responsibility of being part of a Group that is one of the world leaders in power and automation. And Karim Tir is very proud of his mission: to implement the vision of the Group, for which the African continent is one of the fundamental pillars, notably Morocco, which represents extraordinary potential. “It is a real honour to join such a company. It will give me the opportunity to make the ABB brand better known to Moroccan and African consumers. ABB is a natural partner to be associated with the sustainable development vision championed by the Kingdom, particularly in the field of renewable energies.” He adds: “I would also like to thank my teams, who showed great agility during this health crisis”.
As well as being a great professional who loves adventure and discovery, we should point out that Karim Tir is also a man who gives of himself. He devotes his altruism to helping mentor people in difficulty.
If you were…
If you were…
– A colour, which would you be? Blue
– A country, which would you be? Tibet
– A personality? My mum
– An animal? My dog
– A film? Once Upon a Time in America
– A book? The Attack by Yasmina Khadra
– A song? La Rua Madureira by Nino Ferrer
– A quality? Perseverance
– A flaw? Irritability