The Moroccan automotive market made a strong comeback in 2024, selling an impressive 176,401 vehicles, up by 9.22% compared to 2023. Although just shy of the record set in 2018 (177,400 units), the figures reflect a robust recovery in the face of global economic challenges. At its annual conference, the Association of Vehicle Importers in Morocco (AIVAM) outlined the key factors driving this growth while offering a glimpse into what lies ahead for 2025.
Compact cars steal the spotlight
Passenger cars dominated with 157,139 units sold, an 8.15% increase, fueled by popular models like the Dacia Sandero and Renault Clio. Interestingly, compact city cars (citadines) outpaced SUVs for the first time in years. This shift is largely attributed to rental companies favoring the practicality and urban adaptability of smaller vehicles for their fleets.
Light commercial vehicles (LCVs) saw an even greater surge, growing by 18.81% to reach 19,262 units. This reflects the expanding role of small and medium enterprises in Morocco’s economy, with LCVs becoming essential for logistics and commercial operations.
Long-standing industry leaders continued their dominance. Dacia maintained its top spot with a 22.3% market share, followed by Renault (16.1%) and Hyundai, which rounded out the top three. Other established brands like Peugeot, Volkswagen, Toyota, and Kia also held their ground, offering diverse models tailored to different segments.
Electrification on the Rise
A key highlight of 2024 was the surge in electrified vehicles, which saw sales jump by 52%, reaching 11,023 units. The growing variety—expanding from 27 models in 2023 to 40 in 2024—helped drive this momentum. While hybrids dominate the segment, fully electric vehicles are gaining traction.
Toyota leads the hybrid market with a 46% share, followed by Hyundai and Renault. In the plug-in hybrid category, BYD has taken the lead, while Dacia reigns in the 100% electric segment, holding an impressive 40.2% market share. Diesel engines, meanwhile, continued their decline, accounting for only 81% of sales in 2024, down from 91% in 2020—a clear sign of shifting consumer preferences.
The sixth edition of the “Car of the Year Morocco,” organized by AIVAM, has captured significant attention. With 30 models in competition, a jury of 14 automotive experts and journalists will crown the winner in January 2025. The event underscores emerging trends and innovations shaping the industry.
Looking Ahead to 2025
Projections for 2025 remain optimistic, with sales expected to reach 185,000 units—a 5% growth. Factors such as the buoyant tourism sector, increased public spending, and reinvestment from tax amnesty funds are expected to fuel this growth.
However, the electrification of the market remains a pivotal challenge. The success of electrified vehicles will depend on state subsidies and the expansion of charging infrastructure. Until then, hybrids are expected to play a central role in the transition.
As Morocco’s automotive market accelerates towards a greener and more innovative future, the industry must navigate a fine balance between meeting consumer demands and embracing sustainability. With strategic planning and continued innovation, 2025 could mark another milestone in this dynamic sector.
