Moroccan startup Choufli has launched the country’s first platform that uses artificial intelligence to set used car prices. It aims to bring clarity to a market that has lacked reliable pricing since L’Argus left Morocco in 2019.
The Moroccan used car market is busy, with over 700,000 sales recorded in 2024. But 95% of these deals happen informally, meaning buyers and sellers have no clear guide for prices. Most online tools only give rough guesses, leaving people to figure things out on their own.
Choufli was built by GENDEV SARL, a Casablanca-based company, using only Moroccan data. It pulls information from more than 20 sources, covers 15,000 car models and engine types since 2000, and looks at almost one million ads and sales. Its AI gives real-time price estimates based on the actual market. If there isn’t enough data for a model, the platform tells users honestly.
Instead of just one number, Choufli gives a full report. It shows the lowest, average, and highest prices for similar cars, suggests a reasonable discount for a quick sale, estimates trade-in value from professionals, shows the original price and how much the car has lost in value, and predicts depreciation for the next five years.
For individuals, the service is free until the end of June 2026, then it will move to a freemium model. For professionals like car dealers, insurance companies, and fleet managers, Choufli offers subscriptions and a special API. More than 500 people tested it during the beta phase.
The platform was created by 28-year-old Idriss Chefchaouini, who returned to Morocco after working abroad. He wanted to make buying and selling cars easier, without guessing prices. The team is now working on a version for imported and cleared cars, including sports and luxury models. Choufli will also be shown at GITEX Africa in Marrakech from April 7 to 9.
Most car sales in Morocco are informal, often through word of mouth or middlemen, which makes prices unpredictable. Imported cars are affected by high customs fees, and diesel cars have long been common. But hybrid and electric cars are becoming more popular, changing how quickly cars lose value. Choufli’s AI tracks these trends in real time, giving users a reliable guide for the first time.
