As the global automotive industry moves towards electric vehicles (EVs), Morocco is set on expanding its already thriving automotive sector, positioning itself as Africa’s automotive hub. To further this ambition, Moroccan companies are looking to enter the EV market. Morocco World News (MWN) interviewed Yehya El Bakkali, the founder and CEO of Atlas E-Mobility, to explore their plans for electric vehicles and their contribution to Morocco’s automotive aspirations.
Affordable EVs for the Middle Class
One common concern with EVs is their initial cost, which can deter potential buyers. El Bakkali addresses this issue by emphasizing that Atlas aims to offer affordable EVs, targeting the middle-class market. The company plans to adapt its pricing strategy based on regional variations in purchasing power, focusing initially on African, European, and Middle Eastern markets.
Streamlined and Cost-Efficient Manufacturing
Atlas E-Mobility is committed to keeping EV costs down by leveraging existing Original Equipment Manufacturer (OEM) infrastructure and collaborating with established companies. Their approach involves simplifying EV design, eliminating unnecessary features, and focusing on essential elements. Despite this cost-conscious approach, the company aims to produce a premium SUV that appeals to a wide range of consumers.
Global Partnerships and Environmental Commitment
Atlas is not limiting itself to a single geographic market. While emphasizing ties with the UK, they seek global partnerships and value diversity within their team. This international collaboration aims to facilitate knowledge transfer and expertise sharing.
Beyond business interests, Atlas E-Mobility has a strong commitment to environmental sustainability. The company’s mission is to promote green energy and zero emissions in Morocco and throughout Africa. They envision creating an electrification infrastructure, encouraging other OEMs and startups to join the electrification movement.
Conclusion
Morocco has set ambitious goals to generate over half of its electricity from renewable sources by 2030. As climate change becomes an urgent concern, the push for cleaner energy options, including EVs, is gaining momentum.
