{"id":119749,"date":"2025-02-06T06:36:22","date_gmt":"2025-02-06T06:36:22","guid":{"rendered":"https:\/\/alj.com\/?post_type=perspective&#038;p=119749"},"modified":"2025-04-03T08:08:09","modified_gmt":"2025-04-03T08:08:09","slug":"jameel-motors-leading-the-pack-in-the-moroccan-ev-market","status":"publish","type":"perspective","link":"https:\/\/alj.com\/en\/perspective\/jameel-motors-leading-the-pack-in-the-moroccan-ev-market\/","title":{"rendered":"Jameel Motors: leading the pack in the Moroccan EV market"},"content":{"rendered":"<h5>Republished from the <a href=\"https:\/\/jameelmotors.com\/en\/news\/\">Jameel Motors Newsroom<\/a><\/h5>\n<p><a href=\"https:\/\/jameelmotors.com\">Jameel Motors<\/a> cemented its position at the front of the grid in Morocco\u2019s sustainable mobility transformation in 2023, after <a href=\"https:\/\/alj.com\/en\/news\/mg-motor-enters-new-market-signing-distribution-agreement-with-jameel-motors-for-morocco\/\">signing a distribution agreement<\/a> with <a href=\"https:\/\/www.mg-maroc.com\/\">MG Motor<\/a>. \u00a0In doing so, Morocco became the 10th regional market for the British-born brand\u2019s range of award-winning cars, which includes electric vehicles (EVs) and plug-in hybrid electric (PHEVs) models, as well as several combustion engine models.<\/p>\n<p><iframe loading=\"lazy\" title=\"Jameel Motors &amp; MG Motor Announcement -  Morocco (EN VO  Subs)\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/DTObGcc9Hok?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<figure id=\"attachment_52465\" aria-describedby=\"caption-attachment-52465\" style=\"width: 200px\" class=\"wp-caption alignright\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-52465 size-medium\" src=\"https:\/\/media.alj.com\/app\/uploads\/2019\/10\/salma-moukbil-1000x1278-200x300.jpg\" alt=\"Salma Moukbil\" width=\"200\" height=\"300\" srcset=\"https:\/\/media.alj.com\/app\/uploads\/2019\/10\/salma-moukbil-1000x1278-200x300.jpg 200w, https:\/\/media.alj.com\/app\/uploads\/2019\/10\/salma-moukbil-1000x1278-683x1024.jpg 683w, https:\/\/media.alj.com\/app\/uploads\/2019\/10\/salma-moukbil-1000x1278-100x150.jpg 100w, https:\/\/media.alj.com\/app\/uploads\/2019\/10\/salma-moukbil-1000x1278-768x1151.jpg 768w, https:\/\/media.alj.com\/app\/uploads\/2019\/10\/salma-moukbil-1000x1278.jpg 1000w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><figcaption id=\"caption-attachment-52465\" class=\"wp-caption-text\">Salma Moukbil<br \/>General Manager<br \/>Jameel Motors Morocco<\/figcaption><\/figure>\n<p>We caught up with <a href=\"https:\/\/alj.com\/en\/our-people\/salma-moukbil\/\">Salma Moukbil<\/a>, General Manager, Jameel Motors Morocco, to discuss the partnership with MG and what it means for Jameel Motors and the wider automotive market in Morocco.<\/p>\n<p><strong>What is the history of Abdul Latif Jameel in Morocco?<\/strong><\/p>\n<p>Abdul Latif Jameel has been present in Morocco since 1995, when it launched the Toyota distributorship in Casablanca, its first in the country. \u00a0It soon expanded to the capital, Rabat, and other major cities.<\/p>\n<p>The business now operates from 22 locations nationally and includes aftersales, parts and pre-owned vehicles, as well as new car sales. \u00a0It only represented <a href=\"https:\/\/toyota.co.ma\/\">Toyota-brand<\/a> vehicles until 2018, when we then expanded by introducing the <a href=\"https:\/\/www.lexus.ma\/\">Lexus brand<\/a>.<\/p>\n<p>The exciting new partnership with <a href=\"https:\/\/www.mg-maroc.com\/\">MG Motor<\/a> will introduce our third automotive brand in the country.<\/p>\n<p><strong>How long have you been with the business?<\/strong><\/p>\n<p>I joined as a management trainee in 2005, after studying marketing and finance at Al Akhawayn University in Morocco. \u00a0I progressed through roles in sales, aftersales, workshop and marketing before being appointed to my current role.<\/p>\n<p><strong>What are the characteristics of the automotive market in Morocco?<\/strong><\/p>\n<p>The total volume of the car market is around 170,000 new passenger vehicles annually, of which around 150,000 are imported vehicles. \u00a0The rest are manufactured locally. \u00a0The active vehicle parc is around 4.2m, according to a 2022 study.<a href=\"#_ftn1\" name=\"_ftnref1\"><\/a><\/p>\n<p>Historically, diesel has been by the far the most popular fuel in Morocco. \u00a0Until very recently, around 96% of new vehicle sales were diesel \u2013 far higher than most other similar markets, including Europe.<\/p>\n<p><strong>Have you seen the same move towards more sustainable vehicles, like electric vehicles and hybrids, which is occurring in other countries?<\/strong><\/p>\n<p>The trend towards EVs and hybrids is relatively recent in Morocco compared to many other markets. \u00a0Diesel was always the most popular choice, but that is beginning to rapidly change.<\/p>\n<figure id=\"attachment_120028\" aria-describedby=\"caption-attachment-120028\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-120028\" src=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image.jpg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image.jpg 1920w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image-300x169.jpg 300w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image-1024x576.jpg 1024w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image-150x84.jpg 150w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image-768x432.jpg 768w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image-1536x864.jpg 1536w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/image-226x126.jpg 226w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-120028\" class=\"wp-caption-text\">Image credit: \u00a9 Toyota Motor Corporation<\/figcaption><\/figure>\n<p>Jameel Motors is at the forefront of these changes. \u00a0We started selling Toyota hybrid vehicles over five years ago &#8211; the first in the country to introduce this new technology to the Moroccan motorist. \u00a0At that time, it was very disruptive, and we had to work hard to establish hybrid models in the market.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-120035\" src=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Lexus-RX350-1.jpg\" alt=\"\" width=\"1920\" height=\"700\" srcset=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Lexus-RX350-1.jpg 1920w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Lexus-RX350-1-300x109.jpg 300w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Lexus-RX350-1-1024x373.jpg 1024w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Lexus-RX350-1-150x55.jpg 150w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Lexus-RX350-1-768x280.jpg 768w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Lexus-RX350-1-1536x560.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>Five years on, the trend is now very clear \u2013 the market is moving more and more towards hybrids and EVs. \u00a0Hopefully, we can leverage our position as the number one sustainable vehicle distributor to capitalize on these opportunities.<\/p>\n<p>This is core to our strategy moving forwards in 2024.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-120049\" src=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1440\" srcset=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-scaled.jpg 2560w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-300x169.jpg 300w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-1024x576.jpg 1024w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-150x84.jpg 150w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-768x432.jpg 768w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-1536x864.jpg 1536w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-2048x1152.jpg 2048w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG4-Electric_1-226x126.jpg 226w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>The consumer market is undoubtedly ready for hybrids and EVs. \u00a0Many new EV brands are entering the Moroccan market. \u00a0But we\u2019ve been here many years and have built a strong reputation. \u00a0This gives us an advantage of being recognized as the \u2018hybrid pioneers.\u2019 \u00a0Hybrids and EVs still only make up around 5% of total new vehicle purchases, but it\u2019s expected to more than double in the next two years, or so.<\/p>\n<p><strong>How has the Jameel Motors business in Morocco changed during this period?<\/strong><\/p>\n<p>When Toyota announced in 2017, that it was ceasing all diesel models in our market, we had to move fast to reshape our entire strategy within just two years. \u00a0At that time, diesel models accounted for around 60% of our sales. \u00a0We put a big focus on marketing, training, and awareness raising, both internally and externally. \u00a0We had to retrain our own sales teams to be proud to sell hybrids rather than traditional vehicles and we had to raise awareness among the public of the many benefits of hybrid and electric vehicles.<\/p>\n<p>It was a huge challenge, but one that we are very proud to have achieved. \u00a0We\u2019ve been able to replace that 60% with hybrid vehicles, and it\u2019s growing. \u00a0We used to be number 10 in the market. \u00a0Now we are number 7.<\/p>\n<p>Today, our success is considered as the benchmark for Toyota in Africa for hybrid and electric vehicles. \u00a0We have shared many examples of our best practice and we have been guest speakers for Toyota on many occasions to explain how we achieved this so successfully in such a short space of time. \u00a0Even at the level of Toyota Motor Corporation globally, we are considered a very good example of how to introduce a new vehicle technology in a strong diesel market.<\/p>\n<p><strong>Is the Moroccan government supporting the transition to greener vehicles?<\/strong><\/p>\n<p>Yes, it has introduced some incentives, but they are quite limited and not particularly convincing for consumers. \u00a0For example, it has reduced the customs duty on Japanese hybrid vehicles from 17.5% to 2.5%, which sounds great. \u00a0But thanks to free trade agreements, diesel vehicles imported from Europe pay 0% customs duty. \u00a0European brands dominate the market, accounting for around 50% of sales \u2013 all with 0% customs duty. \u00a0So, although the reduction on Japanese hybrids is very welcome, it still doesn\u2019t match the retail positioning and incentives available on European diesel brands.<\/p>\n<p>It is also supporting the move to sustainable vehicles in two other ways. \u00a0It is moving a proportion of its own vehicle fleet to hybrids and EVs, so we are getting many enquiries from various government ministries and departments. \u00a0This is a dramatic statement.<\/p>\n<p>It is also working on an incentive scheme based around vehicle CO<sub>2<\/sub> emissions, but the details have not been released yet. \u00a0Both these initiatives will help to grow the market in Morocco.<\/p>\n<p><strong>How developed is the infrastructure for EVs in Morocco?<\/strong><\/p>\n<p>The infrastructure is one of the most important elements to be developed to increase the penetration of EVs in particular.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-120042\" src=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1.jpg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1.jpg 1920w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1-300x169.jpg 300w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1-1024x576.jpg 1024w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1-150x84.jpg 150w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1-768x432.jpg 768w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1-1536x864.jpg 1536w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG_HS_Hybrid_gallery1_1-226x126.jpg 226w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p>This is a hot topic in Morocco and <a href=\"http:\/\/www.aivam.ma\/\">AIVAM,<\/a> the Moroccan automotive industry association has had some preliminary discussions with the government but nothing has been announced yet.<\/p>\n<p>For the time being, there are two private companies that are driving the expansion of vehicle charging points. \u00a0One of them is linked to Afriquia, the number one gasoline distribution and fuel station company. \u00a0So, there are charging points at all Afriquia fuel stations. \u00a0The other is the main distributor for Renault and Dacia in Morocco. \u00a0Together, these companies provide around 130 or 140 vehicle charging points across the country, mainly in existing fuel stations. \u00a0Of course, many people charge their EV at home via solar panels, so they are also reducing their CO<sub>2<\/sub> emissions that way.<\/p>\n<p><strong>You signed the distribution agreement with MG in February 2023. What does this new partnership mean for Jameel Motors Morocco?<\/strong><\/p>\n<p>The partnership with <a href=\"https:\/\/www.mgmotor.me\/\">MG Motor<\/a> enables us to diversify our business to capitalize on the development of the automotive market in Morocco. \u00a0We studied the MG model portfolio and could see that it was the ideal complement to our existing Toyota and Lexus line-up.<\/p>\n<p>MG offers some very popular EV models as well as some exciting gasoline models. We had no pure EVs in our portfolio at that time, while some of our most popular gasoline models, like the Toyota Yaris, were being phased out. \u00a0Partnering with MG enabled us to plug these gaps in our offering and bring something new and exciting to the Moroccan consumer. \u00a0The pricing is very competitive, too. \u00a0When you look at the price-to-quality ratio of MG, it is very attractive to buyers in a developing country like Morocco. \u00a0We started talking to them in 2019\/20, during the COVID-19 pandemic. \u00a0It took us over two years to finally agree the deal and sign the agreement.<\/p>\n<p><strong>What challenges do you see in growing the MG brand in Morocco?<\/strong><\/p>\n<p>Before our partnership with MG there were only two Chinese brands in the market &#8211; Chery and DFSK. \u00a0Over the past year or so, however, there has been a significant influx of Chinese brands. \u00a0Geely launched in 2023, as did BYD. \u00a0Changan has announced it will be entering the market. \u00a0So, too has Lynk.<\/p>\n<p>One of the challenges facing some of the Chinese brands is about how they are perceived in terms of quality. \u00a0MG has a considerable advantage in this regard.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignright size-full wp-image-119982\" src=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG-100.jpg\" alt=\"\" width=\"192\" height=\"76\" srcset=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG-100.jpg 192w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/MG-100-150x59.jpg 150w\" sizes=\"(max-width: 192px) 100vw, 192px\" \/>The brand has deep origins in the UK, where it was established. \u00a0William Morris, a mechanic who turned to be an industrialist and Cecil Kimber, a visionary salesperson formed a partnership that gave birth to the British car brand: \u201cMorris Garages\u201d (MG).<\/p>\n<p>Since 1924, MG has built a reputation both on and off the racetracks, and now celebrates the brand\u2019s 100<sup>th<\/sup> anniversary.<\/p>\n<p>It also has a strong presence in France, which, of course, has close links with Morocco, and also Spain, our nearest European neighbor. \u00a0Having this European heritage gives the brand a unique position and differentiation in the market, as it is not seen as a \u2018purely Chinese\u2019 newcomer brand.<\/p>\n<p>We also invested in a high-profile marketing campaign fronted by a very popular Moroccan footballer, Sofyan Amrabat. \u00a0This, too, helped us generate a perception of trust and reliability in the brand.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-120010 aligncenter\" src=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Sofyan-Amrabat.jpg\" alt=\"\" width=\"1324\" height=\"882\" srcset=\"https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Sofyan-Amrabat.jpg 1324w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Sofyan-Amrabat-300x200.jpg 300w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Sofyan-Amrabat-1024x682.jpg 1024w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Sofyan-Amrabat-150x100.jpg 150w, https:\/\/media.alj.com\/app\/uploads\/2025\/02\/Sofyan-Amrabat-768x512.jpg 768w\" sizes=\"(max-width: 1324px) 100vw, 1324px\" \/><\/p>\n<p><strong>What are your plans for the future growth of Jameel Motors in Morocco?<\/strong><\/p>\n<p>Morocco is a politically stable, pro-business country. It is the number one automotive exporter in the region. It has very close links to Europe, for which it is a major supplier, and it is a gateway to Africa, with which it has numerous free trade agreements.<\/p>\n<p>Considering these strengths, the sustained economic growth and the fact the penetration of automobiles is still relatively low, we believe the market has enormous potential for further growth. \u00a0This provides Jameel Motors with a solid platform for diversification and investment to capitalize on these opportunities.<\/p>\n<p><strong>What are your priorities for the next two or three years?<\/strong><\/p>\n<p>First and foremost, our aim is to develop the business further. \u00a0This will include growing the MG brand in Morocco, as well as further growth of Toyota and Lexus. \u00a0We see huge opportunities to expand the Lexus business, in particular, where sales are currently growing in double digits.<\/p>\n<p>Jameel Motors itself has grown by over 40% in 2023 and we are the fastest growing brand in Morocco, and number one in terms of EVs. \u00a0The AIVAM predicts that in 10 years, the hybrid and pure EV market will constitute 30% of the market. \u00a0We aim to build on these strong foundations and are currently exploring a number of ideas that for the time being are confidential. In short, we are looking ahead to the next period of growth with a combination of confidence, optimism, and excitement.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\"><\/a>\u00a0<a href=\"https:\/\/maroc-diplomatique.net\/parc-automobile-42-millions-de-vehicules-en-circulation-au-maroc\/#:~:text=Le%20parc%20automobile%20national%2C%20au,Le%20Maroc%20en%20chiffres%202023%20%C2%BB\">https:\/\/maroc-diplomatique.net\/parc-automobile-42-millions-de-vehicules-en-circulation-au-maroc\/#:~:text=Le%20parc%20automobile%20national%2C%20au,Le%20Maroc%20en%20chiffres%202023%20%C2%BB<\/a>.<\/p>\n","protected":false},"author":18,"featured_media":120003,"template":"","tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Leading the pack in the Moroccan EV market | Abdul Latif Jameel\u00ae<\/title>\n<meta name=\"description\" content=\"Jameel Motors cemented its position at the front of 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