Performance and demands must always be accompanied by a human and respectful culture
Insight from Samir El Guir, Human Resources Director at Auto Nejma:
In a rapidly changing automotive sector, employee experience is becoming a key driver to support growth, boost team engagement, and prepare talent for new market challenges.
Samir El Guir, Director of Human Resources at Auto Nejma, discusses the company's strengths, his vision for employee engagement, and the steps taken to enhance its appeal and workplace well-being.
Auto Nejma is a long-standing and leading player in the automotive industry in Morocco, representing brands like Mercedes-Benz, Smart, BYD, and soon Denza. For decades, the company has served its customers with high standards for service quality, innovation, and a premium experience. Its position is based on a dual goal: maintaining the excellence and heritage of an iconic brand like Mercedes-Benz while adapting to major changes in the automotive market, particularly through the development of electric mobility with BYD. Auto Nejma's strength and reputation rely primarily on the trust built with its customers, the quality of its teams, and its ability to combine performance, innovation, and operational excellence. In a context of strong growth and industry transformation, the company also has a strong ambition around the "One Auto Nejma" concept, aiming to improve cross-functional collaboration, shared culture, and collective commitment.
At Auto Nejma, employee experience is considered a strategic driver of sustainable performance. The company pays special attention to skill development, management support, and the quality of human relationships. In a rapidly evolving sector marked by electrification, digitalization, and changing customer expectations, Auto Nejma invests heavily in upskilling its employees through technical, sales, and management training programs. The company has also strengthened several initiatives to promote engagement and team development, including the gradual implementation of a feedback and performance evaluation culture, supporting managers in their close-contact role, developing internal mobility, and launching several digitalization projects. Regular communication and sharing about transformation projects also help strengthen team buy-in. Finally, Auto Nejma places great importance on recognition, teamwork, and valuing internal talent, in an environment where the demand for performance is matched by a strong desire to maintain a human and respectful culture.
Workplace well-being is a top priority for Auto Nejma today. Amidst significant growth in business and workforce, the company has undertaken several concrete actions to improve the work environment and enhance the employee experience. This includes gradually improving workspaces and considering new, more modern, and collaborative environments. The company is also developing various initiatives that promote quality of life at work and support teams during periods of transformation and high activity. Team-building and internal communication actions strengthen the sense of belonging, while special attention is paid to listening, respecting employees, and maintaining human balance. Auto Nejma also strives to offer a stimulating environment that allows employees to participate in ambitious and innovative projects, particularly around new mobility and the transformation of the automotive sector. This combination of excellence, transformation, innovation, and focus on people is currently a true attraction factor for talent looking to join an ambitious and evolving company.
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