With the advent of electric cars, many new manufacturers have appeared that specialize in electric cars, but so far none of them have come from Africa.

But that will soon change: Atlas E-Mobility Group is an Anglo-Moroccan company originally from Morocco and based in London, and it will be the first manufacturer from an African country to develop a 100% electric car.

Atlas: high-end electric cars

Atlas wants to grow high class electric cars, with benefits and features that will allow it to compete with Tesla models. Like the American manufacturer, Atlas wants to develop its own own fast charging networkwhich will be deployed on the territory of Morocco in the coming years.

But Atlas’ strategy is somewhat different: it will focus on what the user really needs, that is, the vehicle can be personalized by the customer, and will only be equipped with the features and technology he orders. Thus, the manufacturer promises vehicles at a reduced price while offering premium services.

The first model offered by Atlas will be a Electric SUV, already announced via a teaser illustration. It will retail between €45,000 and €55,000, and will go up against the likes of the Tesla Model Y, BMW X1 and other Mercedes EQAs. Little information has been released on this topic at the moment, but we’ll have to see how it emerges until 2026.

Atlas: Marketing in Africa, Europe and the Middle East

Atlas E-Mobility first wants to launch its brand in its country of origin and then export it to other markets in Africa as well as Europe and the Middle East.

The economic model of Atlas is based on a cost-cutting strategy: in fact, Moroccan labor is cheap and is positioned 20% cheaper than European production. They will also look to third party suppliers who are recognized in their industry for the quality and reliability of their components.

As for the company’s carbon footprint, it will rely on renewable energy sources, which account for just over half of Morocco’s production. The cost of energy is also lower in this Maghreb country, which will facilitate the development of this new producer, which wants to become the real pride of Africa.