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BMW iX1 competitor: Atlas E-Mobility announces its first crossover for the global market

An Anglo-Moroccan company is developing an electric SUV. According to the plan, the production of new items should start in 2026.

Startup Atlas E-Mobility is still quite young: the Anglo-Moroccan company appeared in 2020, headquartered in London. Now the company is developing its first model – its role will be played by an electric crossover, the name of which the manufacturer has decided to keep a secret for now. It is expected that the novelty will join the premium SUV segment.

So far, Atlas E-Mobility has published only one sketch of the future crossover. Judging by it, the model will have a slightly sloping roof, embossed sidewalls, large wheels, a short rear overhang and a longer front one, as well as laconic optics and impressive side air intakes integrated into the lower part of the front bumper.

< p>According to the company's plan, mass production of the so far unnamed “green” crossover should start in 2026. According to the British Autocar, citing Atlas E-Mobility Group co-founder and CEO Mohammed Yehyu El Bakkali, the SUV being developed should be a “simple, but at the same time functional” car. He also explained that its creators are inspired by “Moroccan design and originality.”

Atlas E-Mobility crossover sketch

According to one of the founders of the startup, the Atlas model will use “only those technologies that actually needed by the consumer”, and “everything unnecessary will be cut off”. The first-born of the brand will initially be sold in the markets of Europe, Africa and the Middle East, where its potential audience should be representatives of the middle class.

It is known that Atlas is now discussing with various manufacturers the possibility of sharing the platform, but it is still too early to talk about any specific potential partners.

According to preliminary information, the cost of the electric crossover of the Anglo-Moroccan brand Atlas will be approximately 40-50 thousand pounds sterling. The “Germans” BMW iX1 and Mercedes-Benz EQA, as well as the “American” Tesla Model Y, were recorded as competitors of the novelty. By the way, the company is also going to launch its own charging network to provide infrastructure for electric vehicles.

New competitors: BMW iX, Mercedes-Benz EQA and Tesla Model Y 1/3 New competitors: BMW iX, Mercedes-Benz EQA and Tesla Model Y 2/3 New competitors: BMW iX, Mercedes-Benz EQA and Tesla Model Y 3/3

The company said they intend to cut costs by launching the production of their “green” SUV in Morocco. At the same time, Atlas E-Mobility plans to spend a minimum on R&D, since part of the technology and ready-made components will come from developers and manufacturers. In addition, as El Bakkali noted, “Morocco has already succeeded in the field of renewable energy”, so cheaper electricity will also reduce the cost of producing cars.

On the list of factors responsible for reducing costs , there is also the availability of raw materials and supply chains. In addition, according to the co-founder of Atlas E-Mobility, the cost of labor in Morocco is noticeably lower: the figure is only 20% of the cost of labor in Europe. So far, the startup continues to negotiate investments.

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