Smart, the all-electric brand co-owned by Mercedes-Benz and Geely, officially entered Morocco on 27th October, 2025, unveiling its complete range—the Smart #1, #3, and #5, in partnership with Auto Nejma, the country’s leading Mercedes-Benz distributor. It’s the first time Smart has introduced its entire EV family at once in a new market, signalling how seriously the brand views North Africa’s role in the next wave of electric mobility.
The launch took place at the Mercedes-Benz store in Casablanca, marking the beginning of a national rollout that will reach Rabat, Marrakesh, Tangier, and Agadir before the end of the year. Six dedicated Smart showrooms are already in the pipeline for completion by 2027. Auto Nejma’s Managing Director, Adil Bennani, called the day a “landmark” for Moroccan mobility, while Smart’s Global CMO, Mandy Zhang, described it as “a full product family from day one”—a strategic first for the brand in Africa.
The move follows Smart’s partnership announcement in May 2025, positioning Morocco as the brand’s 38th global market and its second in Africa after Egypt. But unlike Egypt, where only the #1 and #3 models were launched, Morocco gets the entire range. Each model carries both a Red Dot Design Award and a 5-star Euro NCAP safety rating, underlining Smart’s push for premium, safe, and tech-forward vehicles. The #1 is a compact SUV aimed at city commuters; the #3 takes on a sportier coupé shape for younger drivers; and the #5 brings more space and range to the lineup, topping Euro NCAP’s 2025 safety rankings among large SUVs.
All three models run on Smart’s advanced electric architecture, featuring high-efficiency motors, ranges of 400–500 km (WLTP), and ultra-fast charging up to 200 kW. The interiors match the premium ambition: digital-first dashboards, sustainable materials, and adaptive driver-assist systems. Together, they reflect Smart’s evolution from a quirky city car brand into a full-fledged premium EV manufacturer under the Mercedes-Benz–Geely alliance.
The choice of Morocco is far from random. The country’s energy transition policies are among the most aggressive in Africa. With renewable energy already powering over a third of its grid, Morocco aims for 52% renewables by 2030 and 80% by 2050. The government’s “Morocco Offer,” introduced in 2024, allocates up to one million hectares for green hydrogen projects, part of a plan to capture 4% of global hydrogen demand by 2030. That means Smart’s EVs will run on grids increasingly powered by wind and solar rather than fossil fuels.
This alignment creates the perfect storm for growth. Morocco’s renewable roadmap and EV incentives make it one of the few African markets where premium electric cars can realistically scale. The country’s Green Tech Institute at UM6P is also exploring hydrogen storage and EV-grid integration technologies that could soon complement Smart’s lineup. With $32.5 billion already approved for green industrial projects, from ammonia to steel, the charging ecosystem Smart depends on is likely to mature fast.
Beyond infrastructure, the launch signals a bigger strategy: making Morocco a gateway hub for EV expansion across North and West Africa. It strengthens Auto Nejma’s position as a luxury mobility leader while giving Smart access to a market that blends sustainability, policy stability, and consumer sophistication. The brand’s “open your mind” tagline fits neatly with Morocco’s push to lead the continent’s green revolution.
As of November 2025, Smart’s Morocco rollout hasn’t yet gone viral on social media, but coverage across auto and sustainability outlets is overwhelmingly positive. It’s a clean, controversy-free launch backed by real infrastructure and timing that couldn’t be better. With EV policies, green hydrogen growth, and a rising middle class all converging, Morocco might just become the African case study for how premium electric mobility can thrive in emerging markets.
The bigger question now: will other automakers follow Smart’s lead and can Morocco’s green energy ecosystem keep up with the speed of its ambition?
