Casablanca – The Moroccan automobile market achieved historic growth in 2025, marking one of the most successful years in the country’s automotive history. According to figures from the Association of Vehicle Importers in Morocco (AIVAM), 235,372 new vehicles were sold by the end of December, up 33.43% from 176,401 units in 2024. This surge is attributed to strong consumer demand, broader vehicle offerings, and the gradual shift toward electrified mobility.

Strong year-end performance

December 2025 reflected this momentum, with 27,354 vehicles registered, representing a 20.92% increase compared to the same month in 2024. Passenger vehicles (PVs) led the growth with 24,453 units (+19.88%), while light commercial vehicles (LCVs) reached 2,901 units (+30.44%). Over the full year, PVs totaled 208,848 units (+32.91%) and LCVs 26,524 units (+37.70%), highlighting sustained demand from both households and professional buyers.

SUVs and small city cars dominate the market

The Moroccan market continues to favor small city cars and SUVs, reflecting evolving consumer preferences. The best-selling models in 2025 were dominated by mainstream brands. The Dacia Logan led with 18,282 units sold, followed by the Dacia Sandero (17,572) and Renault Clio (13,349). Other top models included the Renault Express, Peugeot 208, Renault Kardian, and Dacia Duster, while SUVs such as the Hyundai Tucson and Volkswagen Tiguan demonstrated the increasing popularity of larger, versatile vehicles.

Geographic distribution and market expansion

Casablanca maintained its position as Morocco’s primary automotive hub, accounting for 40.4% of total sales, followed by Rabat, Agadir, Marrakech, and Tangier. Secondary cities such as Taza, Dakhla, Safi, and Kenitra saw double-digit growth, signaling the geographic expansion of vehicle demand beyond the main urban centers. Minor declines occurred in Settat and Béni Mellal due to localized factors.

Emergence of electrified vehicles

Electrified vehicles, including hybrid and fully electric models, gained visibility in 2025. Diesel’s share declined from 90% in 2021 to 70% of new registrations, while gasoline vehicles represented 15.5%, and hybrids and electric vehicles reached 12.5% (up from 8% in 2024). Fully electric vehicles, though still modest at 0.7% of total sales, increased slightly to 0.9% in the final quarter.

BYD emerges as a leader in electrified segment

BYD emerged as the leader in the electrified segment, led by the BYD Seagull, followed by the Volvo EX30 and BYD Sealion 7. Other electric vehicles gaining traction included the Leapmotor C10, Porsche Macan BEV, and Dacia Spring. These trends indicate growing market interest in sustainable mobility solutions.

Chinese brands gain ground

The Moroccan market saw a significant increase in the presence of Chinese manufacturers. Brands such as BYD, Geely, Changan, Great Wall Motors, and Leapmotor accelerated their deployment, offering vehicles across multiple segments—from urban electric cars to family SUVs. In total, 17 Chinese brands were active in Morocco in 2025, representing around a third of the market, and their share is expected to rise to 10–15% in 2026.

Premium segment and LCV performance

The premium segment was dominated by BMW, Audi, and Mercedes-Benz, with BMW leading at 5,070 units (+14%), Audi close behind at 5,055 units (+8%), and Mercedes-Benz selling 3,255 units (+7.3%). In the LCV category, Fiat led with 5,015 units (+134%), followed by Renault with 4,493 units (-3.4%) and Ford with 2,726 units (+7%). DFSK also recorded strong growth in this segment with 2,778 units (+41%).

Buyer profile and financing trends

Moroccan buyers remain largely homogeneous, with an average age of 44, 56% male and 44% female. Financing plays a key role in vehicle purchases, with average financing per vehicle of $20,100, down payments averaging 32%, and loan durations typically under three years. Traditional financing represented 53% of sales, while lease-to-own accounted for 43%, confirming the importance of credit-based transactions.

Outlook for 2026

The robust performance of 2025 sets a strong foundation for 2026. Factors expected to sustain growth include continued public investment, a strong agricultural campaign, tourism recovery, and the introduction of new automotive brands. Additionally, the shift toward electrified vehicles and the expanding footprint of Chinese manufacturers are likely to reshape Morocco’s automotive landscape in the coming years.

With record annual sales, strong December performance, and a notable expansion of vehicle offerings, 2025 was a landmark year for Morocco’s automotive market. Growth was broad-based, covering both PVs and LCVs, mainstream and premium segments, and traditional and electrified powertrains. The market’s vitality reflects improved purchasing power, diversification of supply, and a demand that is evolving toward sustainability, signaling major structural shifts for the years ahead.