Making a stylish entrance: Abdul Latif Jameel Motors brings Lexus luxury to Moroccan motorists

Car buyers in Morocco now have access to a new premium automotive brand after Abdul Latif Jameel Motors, through Toyota Du Maroc, launched Lexus at the 2018 AutoSalon (Moroccan International Motorshow) in Casablanca earlier this year

Abdul Latif Jameel Motors, which is the exclusive distributor of Lexus vehicles in Morocco, will see its efforts supported by a new Moroccan Lexus showroom.


At the April event, it revealed the four models available across Morocco. It also unveiled details of its best-in-class showroom, which features a welcoming visitors’ lounge, private negotiation and configuration rooms, and a special orders simulator.

Lexus buyers in Morocco can choose from the NX300h, a compact SUV with 197hp; the RX450h, a large SUV with 313hp; the LX450d; and the top-of-the-range LS500h sedan, a 5.24-metre-long vehicle with 359hp. Test drives are available on the NX300h and the RX450h.

Extraordinary emotions

With a vision to create exceptional experiences by transforming functional into emotional, performance into passion and technology into imagination”, the launch of Lexus promises to “create the most extraordinary emotions” in Moroccan buyers and each model is equipped with the highest quality fittings and finishes, guaranteeing the luxury experience expected from one of the world’s leading car manufacturers and one of the world’s leading and most respected independent distribution partners of Toyota Motor Corporation with over 60 years together.

“Omotenashi” or “the art of hospitality” in Japanese

Omotenashi is an ancient concept of the Japanese tradition meaning “hospitality and politeness in the service”.  Omotenashi goes beyond an irreproachable service; it is the ability to anticipate the needs of a host before he or she is aware of it.  Hospitality towards guests is a common trait linking both Japanese and Moroccan cultures.

The values of Omotenashi are reflected in both the brand as in the new showroom experience.  At Abdul Latif Jameel Motors, we receive every customer as if he or she were a guest of honor in our own home.


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