Spanish Bus Operator Alsa Expands in Morocco with $100 Million Investment

With a total value of one billion dirhams, the Alsa city bus company intends to conquer the Moroccan market. To achieve this, it plans to do everything it can to seduce its customers with 150 new Mercedes and Scania vehicles to start with. 200 additional vehicles are expected in the fleet on September 5, 2019, at the start of the school year.

For its debut, the company plans to take over the old bus fleet that served the capital and its surroundings. Within 4 years, the fleet can reach 430 vehicles with forecasts of 109 million passengers per year, at a price of 5 DH per trip.

For the comfort of its customers, the new buses are modern, equipped with cameras and wifi, and have low floors to allow access for people with reduced mobility. Médias24 recalls that the initial investment is around 65 million euros and includes a total workforce of 1,750 people.

In its commercial policy, the Rabat-Salé agglomeration is the 5th city conquered by the Spanish Alsa, after Tangier, Marrakech, Khouribga and Agadir. According to the General Manager of Alsa Morocco, Alberto Pérez, it is a recognition, a success story. For the Spanish press agency EFE, the company will also have to adapt to the local culture where public services do not always respect customers and where cases of non-payment or vandalism are frequent.

To this end, 4 cameras are integrated into each vehicle, not to mention a brigade of 400 available inspectors to contribute to security and fight against fraud. Discussions are also underway with the General Directorate of National Security (DGSN) to create a dedicated cell for the bus service.