Neo Motors: Morocco Invents Its Automotive Future

In just a few years, Neo Motors has gone from being an unknown startup to a symbol of the Moroccan automotive industry.

Neo Motors has established itself as one of the most ambitious industrial projects in the kingdom. Founded in 2018, the company carries a simple yet bold idea: to produce a car in Morocco that is designed, conceived, and assembled locally. This challenge, long considered out of reach, is now taking shape at the Aïn El Aouda plant, near Rabat, where the brand has begun its first deliveries.

The media turning point occurs when Neo Motors’ first SUV is presented to King Mohammed VI. This moment grants national significance to the project and marks Morocco’s official entry into a new phase of industrial sovereignty. A few months later, the rollout of the first units confirms that the company is moving beyond the prototype stage into actual production.

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The first model, a compact SUV designed to withstand the country’s varied roads, is built on an explicit philosophy: technical simplicity, controlled costs, and local manufacturing. Priced starting at 190,000 DH, or just over 17,000 euros, it embraces a fun factor with its retro look and 15 available body colors. With an integration rate exceeding half of its components, the car relies on a growing network of Moroccan suppliers who contribute to the creation of a true national automotive ecosystem.

However, the most significant strategic milestone is the arrival of the electric model E-NEO Dial-E, designed to meet urban needs. This small vehicle focuses on agility and efficiency, with a range of up to 150 km, a maximum speed of about 85 km/h, a battery rechargeable from a standard household outlet, and an architecture designed to reduce maintenance costs. Compact and maneuverable, it clearly targets daily commutes, urban fleets, or new micro-mobility usages.

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For Neo Motors, the road ahead is fraught with challenges. They need to reassure a demanding clientele, build a solid after-sales network, and face fierce international competition. But the essential elements are already in place. By creating its own thermal and electric vehicles, Morocco proves that it can become much more than just an assembly hub. We are witnessing the birth of a genuine manufacturer, capable of innovating and charting its own path.