Exclusive Interview: Aamr Abi, Our Dynamic Country Manager for Morocco

Please tell us a bit about your professional background and what led you to join Autochek Africa.

I started my career around 2010 as part of a pioneer European food tech company, The Fork, where I had the opportunity to assist and work closely with the CEO. Subsequently, I served as the COO of Hmizate, a leading e-commerce company in Morocco, where I honed my skills in business operations. Later, as Head of Strategy at RemotePass, I played a crucial role in building the foundations for the company to succeed. These experiences allowed me to develop a deep understanding of startup dynamics, Financing knowledge, and the importance of customer-centric innovation to scale a business.
Over the years, I have held various leadership roles, focusing on business development, market expansion, and operational excellence. My passion for leveraging technology to create impactful solutions has driven my journey. Joining Autochek Africa was a natural progression for me, as it combines my interest in technology with my passion for the automotive industry. With the team, I am excited about the potential to transform the car buying, rental, and selling experience for customers in Morocco.

What aspects of your previous experiences do you believe will be most beneficial in your new role as Country Manager in Morocco?

My extensive experience in business development and market expansion will be particularly beneficial in my new role as Country Manager in Morocco. At RemotePass, I learned the importance of building strong partnerships and understanding local market practices and regulations. Additionally, my background in operational excellence, developed during my tenure at Hmizate, will help streamline processes, build and lead diverse and large teams, and ensure a seamless customer experience.
I have also gained significant financial acumen through all my experiences, having built financial models. I can interpret data effectively for informed decision-making.
My ability to adapt to new environments and drive growth will be key assets as we work to establish Autochek’s presence in Morocco.

Can you give us an example of how you plan to leverage technology to improve Moroccan Customers’ car buying, rental, and selling experience?

We currently have two key initiatives.
For professionals, we are implementing a comprehensive technology solution that enables businesses to transact, manage workflows, and operate at the highest level possible. This includes dealerships, OEMs, and other industry players. We aim to increase market liquidity and streamline operations by creating a connected ecosystem among professionals,
We are reimagining the entire customer journey for private car buyers and sellers. We aim to bring transparency to every deal and offer personalized recommendations based on customer preferences and needs. Utilizing recommendation systems and artificial intelligence, we aim to cover the first layer of support, significantly reducing our service level agreements (SLAs). Additionally, we are focused on building the most powerful financing solution for Moroccan customers, enabling them to acquire cars under the best conditions and quickly within a single day. Our overall objective is to empower customers to make informed decisions with confidence.

What impact do you hope to make on the automotive industry in Morocco through your role at Autochek?

Through my role at Autochek, my primary goal is to build a robust business framework, train high-performing teams, and structure the market effectively. With our team, I aim to significantly enhance the accessibility and convenience of automotive services in Morocco by introducing cutting-edge technological solutions. Our objective is to set new standards for the industry, emphasizing efficiency, transparency, and customer-centricity.
Ultimately, my vision is to contribute to the growth and modernization of the Moroccan automotive market, driving economic impact and delivering tangible benefits to both businesses and consumers.

What advice would you give aspiring professionals who want to make a mark in their respective areas of specialization?

Authenticity is crucial in building trust and credibility. Build your reputation by demonstrating high commitment in everything you do. Additionally, work hard and stay committed to your goals. Success is often the result of perseverance and dedication. Continuously seek opportunities to learn and grow, and never hesitate to take on things you never did before. Surround yourself with mentors and peers who inspire and support you.

How do you stay motivated and inspired in your role, and what drives your passion for the automotive industry?

Motivation naturally stems from passion. When you deeply enjoy what you do, motivation naturally follows.
My passion for the automotive industry began in my early teens, around the age of 12 or 13, when I would eagerly buy auto magazines every month with my best friend (shoutout to you, Omar). What fascinates me most about cars are their designs—the sleek lines and artistic curves that some cars boast are simply spectacular. Of course, the sound of some engines is an experience by itself —the resonance and musicality in certain cars are unparalleled. Over the years, I’ve developed a particular passion for classic cars and youngtimers. The craftsmanship and build quality of cars from the 50s or 60s are truly mind-blowing.

Outside of work, what are you passionate about, and how do these passions influence your professional life?

Outside of work, I have a passion for interior design, perfumes, and vintage watches. These interests allow me to express my creativity and attention to detail, which are qualities that I bring into my professional life. My appreciation for design and aesthetics helps me understand the importance of user experience and the role it plays in customer satisfaction. Collecting vintage watches has taught me the art of craftsmanship, principles that I apply to my work in ensuring that our solutions are precise and of high-quality.