Fleet management in Morocco
The fleet management sector in Morocco is navigating a period of significant challenges and transformations.
Achieving a safer and more sustainable transport industry will require overcoming a myriad of legal, environmental, political and social hurdles.
Operational and infrastructure challenges – such as an aging vehicle fleet, fluctuating fuel prices, and underdeveloped road and charging networks – have created a complex environment for Moroccan fleet managers in recent years.
As they strive to meet environmental targets, control rising operational costs and adopt new technologies, including electric vehicles (EVs), we explore the key opportunities and threats facing Moroccan fleet management.
Sustainable transport ahead
Morocco raised its emission reduction target from 42% to 45.5% by 2030, signalling a strong commitment to greener fleets. Achieving this goal will require both enhancing environmental standards and overhauling the entire transport system.
Given the transport sector’s heavy reliance on fossil fuels, the National Energy Strategy aims to cut transport energy consumption by 24.5% by 2030 – the most ambitious target across all sectors.
Public transport will play a crucial role in advancing sustainable mobility, with key initiatives including the electrification of taxi fleets and the extension of tramway lines in major cities. Notably, the Moroccan Post Office has already transitioned to an electric fleet, setting a precedent for other key players in the industry.
Out with the old, in with the new
The introduction of the Bonus-Malus System is expected to accelerate the shift towards electric mobility by incentivising the purchase of low-emission vehicles and penalising the acquisition of high-pollution models.
Recognising the detrimental impact of old, inefficient fleets the Moroccan government has launched a vehicle renewal programme. This initiative targets vehicles over 20 years old, offering incentives for scrapping these older models.
Eco-positive driving
Morocco’s abundant sunshine and strong winds provide a significant advantage in the production of renewable energy, which is crucial for reducing the transport sector’s dependence on fossil fuels.
While Morocco has the capacity to produce between 40,000 and 50,000 electric cars annually, domestic adoption of EVs remains low, with most vehicles destined for export.
Although the domestic demand for new cars is modest, with fewer than 162,000 vehicles sold last year – only 0.6% of which were electric – the EV market is gaining momentum.
Sales have doubled to 463 units, driven by government incentives and an expanding range of EV brands, which have grown from 18 to 24, with model choices increasing from 71 to 82.
A World Bank study suggests that EVs could achieve a 30% market share in Morocco by 2050.
Charging ahead
To support the anticipated surge in EV adoption, the development of charging infrastructure is paramount. Morocco currently has plans to install 2,500 additional stations by 2026.
These ambitious targets, coupled with the doubling of EV sales, reflect the nation’s commitment to a future driven by electric mobility.
As the charging network expands and more affordable EVs become available, Morocco is poised to inch closer to European EV adoption rates.
Driving down emissions
The transport sector accounts for approximately 23% of Morocco’s greenhouse gas emissions and 38% of its energy consumption. Without proactive and radical interventions, carbon emissions from transport will continue to hinder Morocco’s Net Zero aspirations.
A significant regulatory shift in 2024 was the introduction of Euro 6 standards for all vehicles registered from July 1st onwards. These standards, which enforce strict emissions regulations for new cars, aim to improve air quality, although they currently exclude non-exhaust emissions like those from brakes and tyres – a consideration expected to be addressed in the forthcoming Euro 7 standards in July 2025.
Tech and telematics take off
Technology, and particularly telematics, is becoming increasingly vital for fleet managers to find new ways to optimise fleet running costs.
The integration of fleet management software, telematics, vehicle tracking, fuel management systems and mobile apps are being embraced by fleet businesses looking to improve data-driven decision making.
These technologies allow fleet managers to monitor driver behaviours, eliminate dangerous driving practices common on Moroccan roads and streamline route planning, fuel consumption tracking and vehicle maintenance monitoring.
Government support for greener business fleets
The Moroccan government is investing heavily in industrial zones dedicated to electric battery production.
Additionally, the development of road infrastructure and highway networks is a priority to support logistics and transportation. Tax incentives, such as VAT deductions on commercial EV fleets and personal vehicles, further demonstrate the government’s commitment to encouraging greener business fleets.
Biggest challenges facing fleets
Cost control remains the primary challenge for fleet operators in Morocco, compounded by limited manufacturer deals, rising lease costs, and falling residual values.
Balancing these challenges with the limited availability of charging stations and a shortage of new electric vehicles makes the task of managing costs, safety and environmental optimisation particularly demanding.
Future trends in Moroccan fleet management
Morocco, like many countries, is witnessing a shift in fleet management roles and responsibilities.
Fleet managers are increasingly responsible for reducing the environmental impact of their operations by transitioning to fully electrified fleets, exploring the opportunities presented by multi-bid leasing and implementing eco-driving initiatives.
Meanwhile, they are also being tasked with ensuring driver wellbeing by improving safety behind the wheel, providing driver training and fostering a culture of road safety within their organisations.
The future looks green for Morocco
Despite the ongoing challenges, Morocco appears to have both the appetite and governmental backing to push through the necessary regulations for more environmentally efficient fleets.
As Morocco continues to emerge as a hub for electric vehicle production, it is well-positioned for further growth in domestic EV adoption. This trend reflects not only changing consumer and business preferences for zero-emission vehicles but also aligns with global efforts to combat climate change.