As the transition to electric mobility accelerates in various regions around the world, the Moroccan market is progressing at a measured pace. Despite an increasingly diverse automotive supply, hybrid and fully electric vehicles are still struggling to establish a lasting presence.
Showrooms, however, have undergone transformation. The range of vehicles has expanded, particularly driven by the massive influx of Chinese manufacturers, now represented among most distributors. These brands offer well-equipped models that are technologically advanced and priced more competitively than in the past. On paper, all the ingredients seem in place to stimulate demand.
In reality, however, clean cars remain a niche segment.
The primary obstacle is the price. Even with current exemptions—particularly on customs duties and a capped annual tax—the cost of acquiring an electric or hybrid vehicle is still higher than that of an equivalent thermal model. The Moroccan market remains particularly sensitive to price factors.
Experts believe that existing incentives are insufficient to trigger a massive shift towards electric vehicles. In countries where green mobility has seen significant penetration, governments typically implement direct purchase subsidies, substantial tax exemptions, and support mechanisms for research and development. In Morocco, some advocate for more ambitious measures, such as exempting VAT, which could immediately reduce the purchase price by nearly 20%.
The second major obstacle concerns infrastructure. The national network of charging stations remains in its infancy, with around 200 points registered to date. This coverage is considered largely inadequate to reassure motorists and ensure hassle-free intercity travel.
In comparison, several European countries have tens of thousands of charging stations distributed along roadways, public parking lots, and gas stations. In Morocco, deployment is focused on major cities and tourist areas, leaving vast territories without reliable charging solutions.
Without a coherent national network, the range of electric vehicles becomes a source of anxiety for potential buyers. The development of a regulatory framework that encourages—or even mandates—gas stations, real estate developers, and local authorities to install charging points is regularly mentioned as a priority.
In the absence of a dual lever—fiscal and infrastructural—the clean car market risks remaining confined to a limited clientele, despite growing consumer interest and an offer that is now more accessible than before.
The transition to green mobility is not limited to introducing new models to the market. It requires a comprehensive strategy that combines economic incentives, public investments, and private sector commitment. Otherwise, Morocco will continue to advance cautiously, while others are already accelerating.