Automobile in Morocco: Adil Bennani, architect of a new electric era

Wednesday 08 April 2026 - 16:20

Amid the excitement of Les Impériales Week in Casablanca, Adil Bennani’s speech stood out as one of the highlights. In front of an audience of decision-makers, investors, and communication professionals, the head of Groupe Auto Nejma delivered a structured analysis of a sector undergoing major transformation.

His speech, both analytical and committed, highlighted the dynamics currently reshaping the Moroccan automotive market, between energy transition, competitive pressure, and changing consumer behaviors.

Expertise built over three decades in the automotive industry

Before becoming this strategic voice, Adil Bennani built a solid career marked by nearly thirty years of experience in the automotive industry. A graduate of the Paris School of Business and the Sorbonne, he began his career in France before returning to Morocco in the late 1990s.

It was within Toyota Morocco that he developed most of his expertise, climbing the ranks to leadership positions, achieving strong sales growth and structuring the commercial network.

In 2018, he took over the management of Groupe Auto Nejma, initiating a strategic repositioning of the historic distributor of Mercedes-Benz in Morocco.

Multisectoral and institutional leadership

Beyond his operational responsibilities, Adil Bennani has established himself as an influential figure in the sector. President of the Association of Vehicle Importers in Morocco since 2016, reappointed several times, he now represents around thirty brands and plays an active role in shaping market directions.

He also holds positions within the automotive federation and participates in strategic discussions related to road safety and sector regulation, strengthening his role as a bridge between private stakeholders and public authorities.

An electric transition still facing constraints

During his speech, Adil Bennani did not shy away from challenges. While electric mobility represents a clear growth driver, it is still hindered by several structural factors: a still-limited charging network, high acquisition costs, and the need for a stronger incentive framework.

In this context, he advocates for a comprehensive approach, combining public investment, private innovation, and consumer support to make this transition truly inclusive.

Strategic diversification and technological push

Under his leadership, Groupe Auto Nejma has undertaken a profound transformation of its portfolio. Historically centered on Mercedes-Benz, the group has expanded its offering to innovative brands, notably BYD, a major global player in electric vehicles.

This diversification now allows coverage of a broader spectrum, ranging from premium to accessible electric solutions, in a rapidly evolving market. BYD, in particular, relies on one of the largest research and development capacities in the world, with tens of thousands of engineers dedicated to innovation.

The initial results are significant: sales growth, increasing adoption of electrified vehicles, and the group’s repositioning as a key player in the transition.

A vision based on method and anticipation

Adil Bennani’s management style is largely inspired by his time at Toyota, where he adopted principles such as continuous improvement (Kaizen) and process rigor.

This culture now translates into a strategy focused on sustainable performance: network development, team upskilling, improved customer experience, and gradual integration of new technologies.

A key player at the heart of sector transformations

In an environment marked by electrification, digitalization, and the emergence of new international players, Adil Bennani represents a generation of leaders capable of anticipating disruptions.

His career goes beyond an individual trajectory to become part of a broader transformation of the Moroccan automotive sector—one where competitiveness is no longer measured solely in volume, but in the ability to innovate, adapt, and build sustainable mobility.