Moroccan automaker Neo Motors announced it will open its factory to the public on Wednesday afternoon, inviting visitors to see its production line and even test drive its latest model, the DIAL-E, in a move widely seen as a public relations strategy to counter growing criticism over the car’s resemblance to a low-cost Chinese electric vehicle.
“Neo Motors is opening its doors to the public this Wednesday afternoon, giving you the chance to see all stages of the manufacturing process up close. You’ll also be able to TEST DRIVE the new DIAL-E for those who want to try it themselves,” the company wrote Sunday on Instagram.
The announcement follows a wave of public backlash and online debate after images surfaced showing striking similarities between Neo Motors’ new electric model, which is promoted as a “100% Moroccan” product, and a Chinese-made vehicle listed on Alibaba for around USD 5,500.
Social media users and automotive enthusiasts shared side-by-side photos comparing the two cars, questioning whether the Moroccan company’s claims of local innovation hold up. Neo Motors’ model will retail in Morocco for about MAD 100,000 (roughly USD 10,000), nearly double the price of its Chinese counterpart.
In an interview with TelQuel magazine, Neo Motors CEO Nassim Belkhayat acknowledged that the company had shifted its industrial strategy, moving from producing combustion-engine vehicles to developing small electric cars for urban mobility, while sourcing some components from China.
“This new direction is intended to make electric cars accessible to Moroccans,” Belkhayat said.
More than two years after King Mohammed VI presided over the official unveiling of the company’s first prototype at the Royal Palace in Rabat in 2023, Belkayat maintains that the project is Moroccan in vision, management, and investment, even if some parts are imported.
