Moroccan Startup Unveils Plans for Minimalist Electric Car to Rival Tesla and Mercedes

This new vehicle aims for the essentials. The guiding idea, according to the CEO interviewed by Autocar.co.uk, is to offer a streamlined model, devoid of any superfluous gadgets. The leitmotif? Only the crucial technologies, the ones that really matter to the consumer.

Atlas’ ambitions go beyond Morocco’s borders. The company is positioning itself in direct competition with the automotive giants in the European, African and Middle Eastern markets. With an estimated price between 46,000 and 58,000 euros, Atlas’ strategy targets the middle class, offering a competitive alternative to models such as the BMW iX1, the Mercedes-Benz EQA and the Tesla Model Y.

The vehicle will be entirely designed and assembled in Morocco, a decision aimed at optimizing production costs. Atlas plans to take advantage of the components available on the equipment manufacturer market, thus contributing to a cost reduction policy in an increasingly competitive context, we explain.

"Our two main expenses are technological development and electricity," says El Bakkali, noting that the technological cost will only represent 5% of the total investment. Atlas plans to capitalize on existing technologies and expertise, already developed by other companies and equipment manufacturers.

The choice of Morocco is not insignificant. The country offers significant economic advantages, including a reduced cost of electricity thanks to a 50% renewable production. In addition, access to raw materials and an economical supply chain, not to mention a labor cost 20% lower than in Europe, make Morocco, according to the publication, particularly attractive for the Atlas firm.