Marketing cars to women in Saudi Arabia
This June, the ban on women driving in Saudi Arabia will be lifted. The move is said to be part of the Crown Prince’s efforts to get more women in the workplace to help build the private sector and steer dependence away from oil. Not only is this a new opportunity for women in Saudi Arabia, but it’s also one for all the car dealerships who now have a much bigger customer base in the country. They still have a challenge ahead though – how to get the marketing right. Ford is already sending a clear message by saying that it will not be launching female only dealerships, with the marketing director for the Middle East and African region saying: “What this is supposed to be doing, and what government has said is the goal, is more integration of society, not necessarily separation.” But getting it spot on around how to appeal to women drivers is unlikely to be easy. Here in the UK, for example, few would say that the car industry’s efforts have managed it. A quick straw poll in an office of...