Omar Maqboul: “Morocco’s Urban Mobility Market is Booming, But a Clear Framework is Still Lacking”

Graduated in financial engineering and with over 15 years of experience in the banking sector, Omar Maqboul leads Alikar, one of the first automotive concierge services in Morocco, launched in 2020.

He works on integrating VTC solutions, moto-taxis, and digital services. We interviewed him to decipher the challenges and obstacles in a rapidly changing sector.

How do you assess the current state of the Moroccan urban mobility market today?

The Moroccan mobility market is undergoing a major transformation. There is a real shift in behavior: more and more city dwellers are abandoning their personal cars in favor of public or shared transport.

In major cities, traffic jams, parking difficulties, and time wasted on daily commutes are pushing people to seek more efficient alternatives.

Today, buses, trams, taxis, and ride-hailing apps have become the preferred means of getting around. Public transport is no longer seen as a fallback option but as a logical, economical, and practical solution. This dynamic environment is even creating fertile ground for new initiatives and hybrid models that complement existing services.

What are the main obstacles to the development of this mobility?

The main hurdle is regulatory. Take ride-hailing apps, for example: for almost ten years now, the question of their legal operating status remains unresolved. Despite ongoing discussions between the authorities and industry players, no concrete solution has emerged.

As a result, all ride-hailing platforms operating in Morocco are currently working in an informal, grey zone. This is particularly alarming when you consider that the number of trips completed via these apps is now seven times the number taken by traditional taxis.

This lack of a clear regulatory framework creates problems on several levels—operational, safety, and strategic—notably in terms of data management and analysis. Yet, this data could help authorities better plan for and develop a more intelligent mobility system.

Beyond the legal framework, infrastructural limitations are a problem. Some urban areas, like Casablanca’s Finance City, severely lack parking and suffer from inadequate roadways. If we don’t fundamentally rethink circulation and access to these new hubs, congestion will only worsen, especially with major events like the upcoming World Cup.

What about the digitalization of the sector and access to funding for players in this field?

On the digital front, Morocco is teeming with interesting initiatives: carpooling, car-sharing, route optimization… But most of them struggle to develop due to the lack of a clear framework and adequate financing.

For example, in Europe, you can easily rent your car for the day through a platform. In Morocco, such a model remains impossible to implement due to a lack of legal recognition and support mechanisms.

At Alikar, we’ve taken an innovative approach by integrating different services: drivers with or without their own vehicles, motorcycle taxis… to meet diverse needs. But the reality is that our startup, like many others in the ecosystem, is currently struggling.

Access to funding remains a major hurdle; investors are still hesitant to back local startups, and many of these companies have already had to shut down.

You also mention issues with unfair competition?

Yes, the situation is paradoxical. Foreign apps, sometimes even those officially banned, continue to operate freely on the market. Meanwhile, Moroccan startups, who are trying to play by the book, can’t even get the necessary approvals.

It’s frustrating. The country would greatly benefit from trusting its own entrepreneurs, supporting them, and providing them with the resources to mature and compete on a level playing field. Currently, the regulatory framework is so complex and cumbersome that it discourages innovation.