Performance and demand 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 industry, employee experience is becoming a key factor in supporting growth, strengthening team commitment, and preparing talent for new market challenges.
Samir El Guir, Human Resources Director at Auto Nejma, discusses the company's strengths, his vision for employee engagement, and the strategies in place to enhance its attractiveness and employee well-being.
Auto Nejma is a long-standing and leading player in the Moroccan automotive sector, representing brands such as Mercedes-Benz, Smart, BYD, and soon Denza. For decades, the company has served its customers with high standards of service quality, innovation, and premium experience. Its position is based on a dual goal: to maintain 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 are built on the trust established 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 enhance cross-functional collaboration, a shared culture, and collective commitment.
At Auto Nejma, employee experience is seen as 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 industry 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 team engagement and development, including the gradual implementation of a feedback culture and performance evaluation, support for managers in their role of proximity, development of internal mobility, and the launch of several digitalization projects. Regular communication and sharing about transformation projects also help to 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 balanced with a strong desire to maintain a humane and respectful culture.
Employee well-being is now a priority for Auto Nejma. Amidst significant growth in activities and staff numbers, the company has implemented several concrete actions to improve the work environment and enhance the employee experience. This includes the gradual improvement of workspaces and the exploration of new, more modern, and collaborative environments. The company is also developing various initiatives to promote quality of life at work and support teams during periods of transformation and high activity. Team-building and internal communication activities 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 in areas of new mobility and automotive industry transformation. This combination of excellence, transformation, innovation, and attention to people is a key factor in attracting talent seeking to join an ambitious and evolving company.
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