What Auto Nejma does

Auto Nejma Maroc S.A. is a Casablanca-headquartered, publicly listed (Casablanca Stock Exchange) automotive distribution group founded in 1963. The company is the long-standing Moroccan distributor for Mercedes-Benz (since founding), smart (launched October 2025), BYD and Daimler Truck & Bus, importing and retailing premium passenger vehicles, electric vehicles, commercial trucks, buses and coaches through a directly owned network of 11 branches across 6 Moroccan cities (Casablanca, Rabat, Marrakech, Tanger, Agadir, Oujda), supported by co-located manufacturer-certified after-sales workshops and a spare-parts operation. As of year-end 2025, the group reported 719 employees, 8,104 vehicles sold and 4,211 Mdh MAD of consolidated revenue, with 251 new hires and 77% of staff trained in the year. The group is family-controlled (President Abdellatif HAKAM and four HAKAM-family board members) with a 102,326,400 MAD share capital, and is governed by ISO 9001:2015 (since 23 March 2023), ISO 45001 and ISO 27001 certifications.

The business model is primarily transaction-based hardware sales (new vehicles) supplemented by recurring after-sales service and parts revenue, plus a dedicated enterprise/fleet channel for Daimler Truck & Bus and B2B VIP clients. Go-to-market is a mix of direct-to-consumer showroom sales, enterprise field sales, and event-driven brand activation (MercedesTrophy, Truck Roadshow, smart at MOGA Festival, press launches). Beyond the core automotive distribution, the group operates three wholly owned subsidiaries that diversify the business: SEDEC (industrial modular wood and metal construction, Témara, founded 1960), Hakam Technology Solutions (digital transformation, systems integration and IT services) and Hakam Capital Ventures (investment vehicle for high-growth-potential projects). Pricing is not publicly disclosed; customers request quotes through branch contact channels.

Name

Auto Nejma

Legal name

Auto Nejma Maroc S.A. (AUTO NEJMA MAROC, société Anonyme à Conseil d'Administration)

Website

https://autonejma.ma

Company type

Public

Founded year

1963

Operating status

Operating

Headcount range

251–500 employees

Short description

Auto Nejma is a Casablanca-based, publicly listed Moroccan automotive distributor founded in 1963, importing and retailing Mercedes-Benz, smart, BYD and Daimler Truck & Bus vehicles and after-sales service through 11 owned branches in 6 cities.

Ownership category

akta.pro rank

Product category

Premium Automotive Distribution and Retail

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Motor Vehicle and Parts Dealers (441)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

• Premium automotive distribution
• Vehicle retail showrooms
• After-sales services
• Commercial vehicle sales
• Automotive spare parts

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Supply Chain, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. New vehicle distribution (import & retail): Core revenue stream: importation and sale of new passenger vehicles, commercial vehicles and buses from Mercedes-Benz, smart, BYD and Daimler Truck & Bus. 2025 consolidated revenue of 4,211 Mdh MAD and 8,104 vehicles sold indicate hardware-driven, transaction-based sales as the primary revenue model.
2. After-sales service, spare parts and maintenance: Recurring revenue from authorised after-sales centres providing diagnostics, maintenance, repairs and spare parts for the brands represented across 11 branches.
3. Industrial and investment activities (subsidiaries): Revenue diversification through SEDEC (industrial wooden and metal modular structures) and Hakam Technology Solutions (digital services), plus Hakam Capital Ventures (investment vehicle supporting innovative projects).

Go-to-market motion4 records

Distribution channels3 records

Marketing channels6 records

Core offering

Auto Nejma is a Moroccan automotive distributor that imports, retails, and services premium and new-energy vehicles from Mercedes-Benz, smart, BYD and Daimler Truck & Bus. It operates a national network of 11 directly owned showrooms and after-sales workshops across six Moroccan cities, supported by manufacturer-certified technicians and an integrated ISO-certified quality system. Beyond vehicle distribution, the group earns recurring revenue from authorized maintenance, diagnostics and spare parts, complemented by its subsidiaries SEDEC, Hakam Technology Solutions and Hakam Capital Ventures.

Product overview

Auto Nejma is a single integrated automotive distribution group (not a software platform), operating since 1963 as Morocco's reference for premium automotive distribution, listed on the Casablanca Stock Exchange. Its core offering is the importation, commercialization, and after-sales servicing of passenger, utility, and industrial vehicles distributed across a national network of branches. The portfolio centers on four represented brands — Mercedes-Benz, smart, BYD, and Daimler Truck & Bus — each handled via dedicated showrooms, workshops, and certified service operations. Beyond automotive distribution, the group has diversified through three subsidiaries that extend its activity perimeter: SEDEC (industrial modular construction in wood and metal), Hakam Technology Solutions (digital transformation and IT systems for enterprises), and Hakam Capital Ventures (investment in high-growth innovative projects). Auto Nejma also operates supporting service pillars including after-sales service and spare parts, a training and certification program aligned with manufacturer standards, and CSR/ethics governance across the group.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz Distribution Representation, importation and after-sales service of Mercedes-Benz passenger vehicles in Morocco, positioned as the pinnacle of the group's premium distribution portfolio.
• smart Distribution Distribution of smart vehicles in Morocco, focused on reinvented urban mobility with a design-led, sustainable and unconventional brand identity.
• BYD Distribution Distribution of BYD electric and new-energy vehicles in Morocco, presented as the new generation of electric mobility, with dedicated showrooms in Bouskoura and Bahmad (Casablanca).
• Daimler Truck & Bus Distribution Distribution of Daimler commercial trucks, buses and coaches in Morocco, including Mercedes-Benz Vans coverage, with a dedicated roadshow and VIP client trips to Germany.
• After-Sales Service and Spare Parts Workshop-based vehicle maintenance, diagnostics and spare parts service across Auto Nejma's network, delivered by certified teams trained to manufacturer standards using advanced diagnostic equipment.

Quantifiable outcome

• 4,211 Mdh MAD consolidated revenue in 2025
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record.

• smartStrategic or Co-development Partner · 18 October 2025Auto Nejma launched the smart brand in Morocco in October 2025 and subsequently showcased it at the MOGA Festival in Essaouira (1–5 October 2025). The partnership focuses on urban electric mobility and modern brand positioning.
• Mercedes-Benz (Daimler)Strategic or Co-development Partner · 1 January 1963Auto Nejma has represented Mercedes-Benz in Morocco since its founding in 1963. Mercedes-Benz is one of the group's flagship brands for premium passenger vehicles and is supported by a dedicated brand director and a national roadshow across all branches.
• Daimler Truck & BusStrategic or Co-development PartnerDaimler Truck & Bus is one of the four brands distributed by Auto Nejma in Morocco, covering trucks, buses and coaches. A dedicated Truck Roadshow toured all Auto Nejma branches in Casablanca, Rabat, Tanger, Oujda, Marrakech and Agadir in November 2025.
• BYDStrategic or Co-development PartnerAuto Nejma is the Moroccan distributor for BYD, opening dedicated BYD showrooms in Bahmad, Casablanca (3 December 2025, 4,543 m²) and Bouskoura (9 March 2026, 2,000+ m²). The partnership supports the launch of electric mobility in Morocco.
• AbwebImplementation/ SI/ Consulting PartnerAbweb created and maintains the Auto Nejma corporate website (www.autonejma.ma).
• Rekrute.comGTM or Marketing PartnerRekrute.com hosts the official Auto Nejma job offers page and is used as the primary external recruitment channel.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Regional players

• Ali & Sons (Automotive division, UAE): UAE automotive group distributing premium brands (Audi, Volkswagen, Porsche, Skoda) with a full showrooms + service network. Comparable to Auto Nejma as a multi-brand premium automotive distributor in the MENA region with similar after-sales and parts operations.
• Abu Dhabi Motors (Mercedes-Benz UAE distributor): Exclusive Mercedes-Benz and Mercedes-AMG distributor in Abu Dhabi, part of the Al Fahim group. Comparable as a fellow premium Mercedes-Benz national distributor with showrooms, after-sales and brand-experience focus, but serving the UAE rather than Morocco.
• Auto Plaza: Moroccan multi-brand automobile distributor active in the same national market. Directly comparable in business model (multi-brand vehicle distribution + after-sales) and geographic footprint to Auto Nejma, operating at smaller scale.
• Almutlaq Group (Mercedes-Benz Saudi Arabia): Long-standing Mercedes-Benz distributor in Saudi Arabia with full sales, service and parts operations. Comparable to Auto Nejma as a multi-decade exclusive national Mercedes distributor, though in a larger and wealthier GCC market.

Others

• BYD Auto (manufacturer relationship): Chinese EV manufacturer for which Auto Nejma is the Moroccan distributor. Relevant as the upstream OEM relationship that underpins the BYD showroom rollout in Casablanca and Bouskoura, but not a peer — a partner.

Broad incumbents

• Group 1 Automotive: Large US-based publicly listed automotive retailer (~$20B revenue) operating dealerships across multiple premium brands. Comparable to Auto Nejma as a multi-brand premium auto retailer, though at vastly greater scale and geographic diversity.
• Penske Automotive Group: Global premium automotive retailer (~$30B revenue) with significant Mercedes-Benz, BMW, Audi and Porsche franchise operations in the US, UK and Europe. Comparable to Auto Nejma as a premium brand-focused retailer, though internationally diversified and at much larger scale.
• Stellantis Maroc (distributor network): Global automaker whose Moroccan distribution network sells Peugeot, Citroën, Opel, Fiat, Jeep and Alfa Romeo. Comparable to Auto Nejma as a competing premium/multi-brand distributor footprint in Morocco, though globally larger and a manufacturer rather than independent distributor.

Direct peers

• Auto Hall: Morocco's leading automotive distributor (Renault, Dacia, Nissan, Volkswagen) with a national branch network and after-sales platform. Direct comparable to Auto Nejma in scale, listed status, branch model and Moroccan geographic exposure, though skewed to mass-market rather than premium brands.
• Smeia (Société Marocaine d'Importation Automobile): Long-standing Moroccan automobile distributor (historically the Renault importer) operating a national network. Comparable to Auto Nejma as a fellow legacy Moroccan automotive importer/distributor with similar branch-and-after-sales model, though in a different price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/auto-nejma-maroc-s.a.

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Auto Nejma