Uber appears poised for a comeback in Morocco after a years-long absence, signaling renewed interest through a recent job posting for a country director based in Marrakech.
The return may mark the beginning of a fresh phase for the ride-hailing giant in the Kingdom, following its withdrawal in 2018 due to regulatory and industry pressures.
The newly advertised position is expected to play a pivotal role in relaunching Uber’s operations, starting with Marrakech, a key tourist hub, before potentially expanding to other major cities.
This targeted approach suggests a gradual reentry strategy focused on manageable, high-demand markets.
Uber initially entered the Moroccan market in 2015, operating in Casablanca and later Rabat.
In just three years, it grew to serve 140,000 users and onboarded 12,000 drivers, who reportedly earned between 4,000 and 6,000 MAD monthly.
Despite these successes, the company faced intense pushback from traditional taxi unions and struggled within an unclear regulatory environment, leading to its exit.
But Uber never fully disappeared. In 2019, it acquired its regional competitor Careem, which continues to operate in Morocco through flexible partnerships with local taxi drivers.
This indirect presence allowed Uber to remain active in the market while navigating legal grey areas more cautiously.
Uber’s potential return comes at a time when Morocco’s ride-hailing sector remains in legal limbo.
The Ministry of Interior has announced ongoing studies aimed at creating a regulatory framework for VTC (chauffeur-driven vehicle) services.
The goal is to formalize the sector, clarify operational guidelines, and address the long-standing friction with traditional taxi drivers, who accuse VTC platforms of unfair competition.
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