Bugshan Automotive Group (BAG Holding) is taking a decisive step forward in its innovation strategy with the launch of its new Digital Transformation and Innovation Department. Leading this ambitious initiative is Myriem El Boukhari, a specialist in digital transformation and user experience, who will be tasked with modernizing internal processes and enhancing customer experience through cutting-edge technology.
As the automotive sector undergoes a profound transformation, BAG Holding is reinforcing its position as a key player in smart mobility in Morocco. This new department is designed to drive innovation, harness artificial intelligence and data, and instill a strong digital culture across the group. The transformation goes beyond just technology—it is a holistic shift affecting all areas of the company. By fostering synergies between subsidiaries and leveraging data-driven decision-making, BAG aims to provide customers with a smoother and more personalized experience.
At the heart of this transformation is innovation. BAG Holding is integrating AI-driven solutions to streamline operations, enhance efficiency, and optimize customer experience through intuitive digital platforms. The company is also developing connected tools to facilitate interactions with its services and is actively fostering open innovation by collaborating with startups and universities.
Beyond technology, BAG Holding is embracing sustainable mobility solutions, reinforcing its commitment to corporate social responsibility. This approach aligns with global trends pushing for eco-friendly automotive solutions that reduce environmental impact while improving efficiency.
By establishing the Digital Transformation and Innovation Department, BAG Holding aims to play a leading role in shaping Morocco’s digital automotive landscape. This initiative reflects the company’s commitment to structuring and accelerating the integration of advanced digital practices in the national automotive sector.
For context, BAG Holding is the official distributor in Morocco for leading automotive brands, including Hyundai, Aston Martin, Changan, Dongfeng, and Tata. Additionally, the company extends its reach into financial and insurance solutions through BAG Capital.
