11,000 agencies, a fragmented market: the vulnerabilities of car rental in Morocco

20 December 2025 – bySaid · 1 min read

The car rental sector in Morocco displays a contrasting face. While the vehicle fleet continues to grow, crossing the symbolic threshold of 200,000 vehicles, entrepreneurial dynamism has slowed down in 2025. Between market atomization and a decline in business creation, the profession is at a crossroads.

Morocco now has an armada of 11,246 car rental agencies. According to the latest figures from the Directorate of Road Transport, these companies manage a total fleet of 201,462 vehicles for self-drive rental. But behind these impressive volumes lies a fragile structural reality: the market is extremely fragmented, with the majority of agencies having a fleet of less than seven vehicles.

The year 2025 sounded the death knell of the post-crisis euphoria. The business creation indicator has turned red. While 2024 saw the birth of 1,616 new agencies, the pace slowed in 2025 with only 1,282 new structures set up (contributing 8,702 vehicles to the overall fleet).

Faced with this slowdown and the fragmentation of the sector, the public authorities are taking the lead. The Ministry of Transport and Logistics has opened a strategic dialogue with the Federation of Rental Agency Associations. At the heart of the discussions: the revision of the specifications, a key step to further clean up and professionalize the activity.

Category: Economy

Keywords:

Tourism Automobile