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Casablanca Conference Explores the Future of Moroccan Automotive Industry


Automotive industry experts and stakeholders gathered on Thursday at the Grand Mogador Hotel in Casablanca to delve into the impact of digitization on the Moroccan automotive industry.

Themed “Digital Dealership of Tomorrow” and co-hosted by SRA AFRIQUE and NEXTLANE (formerly IMAWEB), the conference centered on the topic of the future of automotive dealerships in Morocco. It brought together leading industry experts to explore a wide range of subjects, including dealership market trends, the utilization of intelligent sales tools, and the enhancement of customer experiences through customization.

Adil Zaidi, President of the Automobile Federation in Morocco, highlighted the digital revolution’s impact on the Moroccan automotive industry, which he said has considerably evolved and adapted to technology and customer engagement changes.

“The automotive industry in Morocco has seen significant changes, particularly in its interactions with international manufacturers. These changes are driven by technological advancements and evolving approaches to customer engagement,” he later told MWN in an interview following the conference.

Zaidi explained that a few companies are transitioning to B2C (business-to-customers) models for direct customer engagement, while others are concentrating on becoming more customer-centric by serving as sales and support channels.

He also stressed the importance of embracing digitization, using data effectively, and learning from global benchmarks to ensure the viability and profitability of dealerships in the automotive value chain. “There is a need for organizational tools and adaptation of human resources, including training for new ideas in this industry.”

Speaking to Morocco World News, Souad Maair Tarmidi, the General Manager of SRA Afrique, a subsidiary of the SRA Group, highlighted her company’s partnership with IMAWEB, now known as Nextlane, which specializes in automotive industry solutions.

Throughout the conference, discussions revolved around the concept of the future digitized car dealership and the various opportunities and challenges associated with the digital transition in this industry.

The primary objective of this event was to educate attendees on the profound impact that digitization has on the operations and long-term prospects of a car dealership. It aimed to provide insights into how the adoption of digital technologies can reshape the car dealership landscape.

France-Morocco: Accelerate Digitalization

Georges-Étienne Andrieu, Director of Used Vehicle Strategy at NEXTLANE, highlighted the vital role of digital transformation in the automotive industry, particularly in Morocco, where French expertise plays a crucial role in supporting partner SRA and enhancing the customer journey for dealership clients.

“This digital transformation is imperative, it will help employees and customers optimize the customer journey and enhance the experience for our dealership clients,” Andrieu told Morocco World News (MWN) on the sidelines of the conference. “This will enable them to have the most digital experience with as many points of contact as possible to sell, maintain, and repurchase as many vehicles as possible.”

He expressed his belief that the French expertise in providing tools to Morocco would contribute to the acceleration of digitization and transformation. He noted the significant changes occurring in the automotive industry.

This conference provided a valuable opportunity to explore how the integration of artificial intelligence (AI) could give rise to forward-thinking solutions that had the potential to drive the automotive dealership industry into uncharted territories within the digital realm.

“Digital Dealership of Tomorrow” showcased the exciting possibilities that AI technologies offer in revolutionizing the way automotive dealerships operate and connect with their customers in this rapidly evolving digital landscape.

Source: Morocco World News

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