Hybrid and Electric Vehicles: The Offer is Broad and Appealing!

Simply looking at the most sought-after segments of combustion engine cars among buyers nationally gives an idea of the needs of potential alternative energy vehicle (hybrid or electric) buyers.

Let’s first recall that the best-selling passenger vehicle segment nationally is none other than the city car, which typically has the advantage of being affordable in terms of price, along with a crucial benefit for Moroccan buyers: reasonable fuel consumption.

This preference reasonably suggests that purchase price, maintenance costs, and daily operating expenses are decisive factors when buying a vehicle in Morocco. In terms of sales, after city cars comes the SUV segment, which is more status-oriented with its many practical advantages and has won the favor of many Moroccan households.

That said, delving deeper into the analysis reveals that other criteria come into play for purchasing alternative energy vehicles, which are gaining popularity year after year in Morocco. Moreover, this growing enthusiasm is confirmed by Othmane Mikou, Network Sales Director at Kia Morocco, whom we met at Auto Expo 2025 in Casablanca (an exhibition exclusively dedicated to electric and hybrid vehicles).

“It’s true that today the Moroccan new car market is dominated by diesel engine sales at 75%, across all brands, but there is very strong interest in new hybrid and electric technologies,” he states. And he adds: “Buyers’ enthusiasm for electric and hybrid vehicles is growing strongly, and we notice it every day in our showrooms.”

Economic and Local Realities

For the purchase of hybrid or electric vehicles, price is also a determining factor. Moreover, previously, several experts pointed to the high acquisition cost of “clean vehicles” as one of the main obstacles to their democratization in Morocco.

This is no longer the case, given the extensive offerings in this area, with affordable prices starting at just over 200,000 DH for an alternative-energy city car and a starting price of just over 300,000 DH for a hybrid or electric SUV.

Moreover, the fact that prices are increasingly within buyers’ reach may explain the exponential growth in sales of clean vehicles (54% in 2024).

It is worth noting that they still have significant room for growth in terms of market share (6.3% in 2024). As a reminder, in 2024, sales of hybrid and electric vehicles reached 11,134 units (out of a total of more than 176,000 vehicles sold).

An analysis of the configuration of the alternative-energy vehicle market, which is largely dominated by hybrids, shows that buyers currently prioritize versatility, resilience to difficult conditions, and the extended range characteristic of hybrid vehicles.

Last year, 8,190 hybrid vehicles found buyers out of a total of 11,134 alternative-energy vehicles (hybrid and electric) sold on the Moroccan market.

That said, many experts share the view that broader democratization of 100% electric cars in Morocco requires more incentivizing public purchasing measures and the rapid development of suitable, more affordable charging stations in terms of acquisition cost.

A Very Extensive Offering

Auto Expo 2025, an exhibition dedicated to hybrid and electric vehicles, organized by AIVAM in Casablanca from September 18 to 28, is a showcase of the diversity of offerings in this field in Morocco.

Concretely, no fewer than 70 models were presented in the economic capital across 31 premium brands (BMW, Mercedes, Volvo, Zeekr…), generalist brands (Renault, Dacia, KIA, Hyundai, Fiat, BYD…), and emerging brands, notably Chinese.

This automotive event also confirms the enthusiasm of Moroccan buyers for hybrid and electric vehicles, as the organizers expect to welcome more than 50,000 visitors.

A Wide Distribution Network

In Morocco, the extensive coverage of the automotive distribution network inevitably contributes to the enrichment and diversity of the available hybrid and electric vehicle offerings.

Well-established premium and generalist brands in Morocco rely on their broad distribution network and well-honed after-sales service to promote their hybrid and electric models nationwide.

As an example, the distribution network of the Kia brand, consisting of 25 sales points, covers the entire Kingdom. That said, several new entrants (Chinese manufacturers) make the relevant choice of partnering with local groups, leaders in automotive distribution in Morocco, to sell their hybrid and electric models.

Notable examples include the manufacturer BYD, whose models are distributed by Auto Nejma, the Chinese brand XPeng, for which Smeia is the exclusive importer in Morocco, as well as Geely, distributed since 2022 by Bamotors Maroc.

Electric Charging Stations: Infrastructure Taking Shape

Though concentrated in major cities (Casablanca-Rabat, Marrakech), electric charging stations are multiplying. This is clearly an encouraging factor for the widespread use of alternative energy vehicles nationwide.

Today, several Afriquia service stations offer fast charging solutions, notably with DC (direct current) stations. More affordable AC (alternating current) stations also equip certain highway rest areas, hotels, and private homes.

By 2026, Morocco, which already has an interactive map of charging stations simplifying route planning, is expected to have a total of more than 730 public stations.