Morocco launches self-service car sharing

By professo

A Moroccan startup, Carmine, is offering a self-service car sharing scheme in Casablanca.

Following the arrival of self-service bikes, the company decided to introduce cars to the economic capital in order to tackle the traffic issue in the city.

The deal for the self-service scheme was finalised when Karim Ghellab, former Minister of Transportation, joined the venture as an associate.

Ghellab’s investment fund, Massir Invest, signed the venture which allowed the launch in October 2017.

Carmine was founded in 2014 and “reached maturity” according to Alaoui in 2015, when it piloted its first project.


“People thought the concept wouldn’t work in Morocco, to judge by the time it took us to go into commercial operation,” stated Mohamed Mrani Alaoui, CEO and Founder of Carmine.

“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.” 

During that year the startup had to run trials on rates, define parking spaces through a partnership with the city, personalise technology, and understand client needs.

Rates for hiring share vehicles cost Dh30 (US$3) per hour, plus Dh1 per kilometre.

Carmine will also offer subscriptions – including fuel, insurance, and parking – charging Dh290 (US$30.77) for a quarter Dh890 (US$94.42) for a full year.


Featured Articles

Top 10 most innovative telecom operators in the Middle East

With Dubai-based Telecoms World Middle East in full swing, we chart the most innovative telcos from the region – and look at how they are transforming

Top 10 fastest-growing Indian companies in the UK

Business Chief takes a look at the top 10 fastest-growing Indian companies in the UK, according to the India Meets Britain Tracker from Grant Thornton

Top 10 workplaces prioritising people and planet in the UAE

Sustainable, flexible, collaborative, tech-driven, and amenities-rich, the office of the future considers both people and planet – here are 10 in the UAE

Top 10 female HR execs leading Saudi’s workplace transition

Leadership & Strategy

Top 10 largest asset managers by AUM operating in the UAE

Corporate Finance

Top 10 female CEOs leading Africa’s biggest businesses

Leadership & Strategy