The contemporary economic history of Morocco shows a strong aspiration to convert towards industry as a growth catalyst. Since it gained its independence, considerable efforts were made by the ambitious governments of the country to embark on this adventurous path. The automotive industry has been part of this vision since the very beginning. This paper suggests to trace back in time the path taken by the kingdom in the development of its automotive activity. The main aim is to evaluate the competitive position of Morocco based on Porter's diamond model which allows the identification of competitive advantages as well as obstacles that still hinder the industry’s progress. First, through a methodological approach mainly based on an in depth documentary research and an analysis following a chronological timeline, this contribution provides a historical overview of the Moroccan experience. Then, the diagnosis made using the diamond’s parameters offers a clear vision of the present situation and therefore spontaneously suggests reflection about the potential evolution perspectives to be considered. In fact, efforts made by Moroccan authorities to promote the country as an investment destination are undeniable. However, they are still not enough to build strong competitive advantages which cannot be easily imitated by competitors.