Magazine article African Business

Self-Service Car Sharing Comes to Morocco: After a Successful Pilot Project in Casablanca in 2015, a Self-Service Car Sharing Service Is Being Rolled out in Other Moroccan Cities

Magazine article African Business

Self-Service Car Sharing Comes to Morocco: After a Successful Pilot Project in Casablanca in 2015, a Self-Service Car Sharing Service Is Being Rolled out in Other Moroccan Cities

Article excerpt

It's the perfect match for modern day living: selfservice cars, by the hour or day, accessible 24/7 and with parking, fuel and insurance costs included. This, a first for Morocco, is on offer in Casablanca from the startup Carmine. Now that self-service bikes have rolled into the country, cars are following suit and offer a much-wanted service in the economic capital, burdened with increasing, chaotic traffic.

The firm was created in 2014, and tested the waters with a pilot project in July 2015. According to CEO and founder Mohamed Mrani Alaoui, this was, "A period during which we really reached maturity." There was a lot to do: running trials on rates, defining parking spaces through a partnership with the city, personalising technology and getting to know client needs.

"People thought the concept wouldn't work in Morocco, to judge by the time it took us to go into commercial operation," says Alaoui. "But that pilot period was about making the new service more effective. And then, the hardest part was to find funding. I started out alone with my own savings and we were extra careful until we found investors."

The deal was finalised when former minister of transportation Karim Ghellab signed up to the venture as an associate through his investment fund Massir Invest. This is the kind of backing that enabled the effective launch of Carmine in mid-October 2017. Given the nature of the business, explains Aloui, it's necessary to juggle between the investor who is advancing the working capital, the leasing companies that finance the vehicles, and the bank. "Bringing these three parties together is very difficult," he says.

Now, the startup can follow its ambitions. To gauge the quality of the service, Carmine must take into account a sample of 40 individual users per shared vehicle; 3,600 users in total for the 120 expected vehicles over a span of four years. …

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