Casablanca – As Morocco undergoes significant economic and social transformations, it finds itself at a critical juncture in its pursuit of sustainable mobility. Despite substantial foreign investments, particularly from China, the adoption of electric vehicles (EVs) in Morocco remains limited. The preference for gasoline and diesel vehicles continues to dominate, driven by technical limitations, financial constraints, and deeply rooted cultural consumption patterns.

A significant barrier to the widespread adoption of electric cars in Morocco is the high cost of batteries. This expense discourages many consumers, reflecting a cautious approach to new technology. Although investments in the sector are increasing, the high price of these components remains a significant deterrent. Efforts to improve infrastructure are underway; in April 2023, the Professional Association of Electric Mobility (APME) announced plans to install 2,500 new charging stations across the country within three years, after securing approval from various automotive companies.

However, this initiative alone may not be sufficient to shift consumer preferences. Moroccan consumers remain loyal to diesel and gasoline vehicles and have not yet developed the environmental awareness observed in Western countries, particularly the United States. In the U.S., there is a significant awareness of the need to purchase environmentally friendly products, including electric cars. This is reflected in the thriving electric car market, with sales projected to reach nine percent of all cars sold by the end of the year.

Moroccan consumers are particularly concerned about the cost and durability of batteries, influencing their purchasing decisions. Additionally, logistical issues such as the lack of charging infrastructure in remote regions like Ouarzazate, Errachidia, and Taroudant further discourage potential buyers. The high cost of electric cars also does not align with the purchasing power of many Moroccans, who have long relied on more affordable diesel and gasoline vehicles.

In an interview with Reuters, Industry and Trade Minister Ryad Mezzour stated that by 2030, electric cars manufactured in Morocco could account for up to sixty percent of the country’s car exports, anticipating the European Union’s planned ban on fossil fuel vehicles set for 2035. Despite the challenges facing the electric mobility sector, Minister Mezzour reiterated that Morocco is gradually transforming its value chain to better suit the production of electric vehicles and expects continued foreign investment in this area.

Economic experts agree that Morocco needs considerable time for consumers to become accustomed to electric vehicles. The lack of encouraging developments, such as sufficient charging infrastructure, presents a significant barrier. The path to electrifying Morocco’s vehicle fleet is fraught with financial and cultural obstacles. While technological advancements and government initiatives are promising, it remains uncertain whether they will be enough to change consumer mindsets and drive broader adoption of electric vehicles in Morocco.