Car-Sharing Applications as Social Innovation in Morocco: Substitutes or Complements to Traditional Taxi Services?

This study aims to analyze the impact of ridesharing applications on the transport market in Morocco, particularly their ability to compete with regulated taxi services and to influence pricing and the social well-being of users. The methodological approach is based on a semi-structured interview with a Moroccan startup focusing on the evolution of carsharing applications, competitive dynamics, and the analysis of user data to inform the discussion of the research hypotheses. Our findings indicate that ridesharing applications provide a certain degree of pricing flexibility, offering alternatives to traditional taxis. However, current competition remains limited, and although users benefit from an improvement in social well-being due to a service perceived as higher quality, taxis maintain a position in the market. The study also reveals that ridesharing services do not fully substitute for taxis but rather complement them. Our research enriches the debate on the transformation of the transport sector in Morocco by providing insights into the interaction between ridesharing services and taxis, as well as the economic and social implications for users.