Casablanca – Morocco’s newest platform focused on used car valuation officially launched this week. Choufli, the new company, is already keenly positioning itself as a data-driven response to years of uncertainty in the market following the disappearance of Argus Maroc in 2019.
For six years, buyers and sellers have operated without a reliable pricing benchmark. Around 700,000 used vehicle transactions take place annually in Morocco, with roughly 95% happening informally. Prices often vary widely, shaped more by negotiation and perception than verified data.
Choufli enters this landscape with a different approach. Developed by Casablanca-based GENDEV SARL, the platform is built entirely on Moroccan data.
It aggregates information from more than 20 sources and analyzes close to one million listings and transactions. Its system covers 15,000 vehicle variants, factoring in details like finishes and engine types that can significantly affect pricing.
The platform’s algorithm uses machine learning to generate real-time estimates. Instead of offering a single price, it provides a range, including minimum, average, and maximum values. It also calculates a suggested negotiation margin and a professional buyback price, giving users a clearer sense of both private sale and dealer scenarios.
Choufli goes further with additional indicators. Users can see how much value a car has lost since its original purchase and access a five-year depreciation forecast. A reliability index is also included, signaling when available data is limited for certain models.
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Other platforms in Morocco have addressed parts of the problem, but with different methods.
Existing platforms typically rely on listing-based data or reference prices from new vehicles, which can miss some of the nuances of the Moroccan market, while other models focus on physical inspections, linking valuation closely to a car’s condition rather than broader market data.
Choufli’s model centers on data aggregation and predictive analysis. Its infrastructure also includes a dedicated API, allowing insurers and financial institutions to integrate valuation data directly into their systems, particularly for claims processing or loan assessments.
The platform is currently free for individual users until the end of June 2026, after which it will shift to a freemium model. For professionals, including dealerships and fleet managers, subscription-based tools and integrations are already available.
More than 500 users tested the platform during its beta phase, generating over 5,000 valuations.
Choufli is set to be presented at GITEX Africa in Marrakech in April, where it will be introduced to a broader network of tech and mobility stakeholders.
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