Nissan puts Saudi women behind the wheel with surprise instructors

Instead of professional instructors, the women were met by their respective husbands, fathers and brothers, who were their teachers for the day.
Updated 05 February 2018
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Nissan puts Saudi women behind the wheel with surprise instructors

Celebrating Saudi Arabia’s historic decision to grant women driver’s licenses, Nissan recently offered a group of young women the chance to get behind the wheel for the first time — with a surprise group of driving instructors.
The company has released an inspirational video about the initiative, part of its #SheDrives campaign, which encourages women to embrace the exciting prospect of becoming fully licensed drivers in 2018.
The women in the video say that while they are delighted by the prospect, they face reluctance from some of their family members.
To help them overcome this, Nissan invited aspiring female motorists to hone their driving skills and build confidence on a closed driving course, with a plot twist: Instead of professional instructors, the women were met by their respective husbands, fathers and brothers, who were their teachers for the day.
“2018 is earmarked to be a pivotal moment in history for women in the Kingdom,” said Bader Al-Houssami, chief operating officer at Nissan Saudi Arabia. “We wanted to launch a campaign that’s just as emotional as it’s innovative, which ultimately is at the heart of what we at Nissan strive to achieve. The #SheDrives campaign aims to motivate women all over Saudi Arabia with a clear message: When the time comes, the decision to drive will be entirely yours.”
A direct link to the video can be found here: https://my.nissan/She-drives. Nissan Saudi Arabia invited viewers to share their reactions to the video and their messages of support by using the hashtag #SheDrives.


Jaguar achieves strong growth in Saudi market

Updated 23 January 2019
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Jaguar achieves strong growth in Saudi market

Mohamed Yousuf Naghi Motors (MYNM), the authorized dealer of Jaguar Land Rover in Saudi Arabia, has announced strong growth within the local automotive market during 2018 with sales showing a significant increase compared to 2017.

“Jaguar is one of the most prestigious automotive brands and owning a Jaguar vehicle is highly desirable among motorists worldwide,” said Andre Bonthuys, managing director of Jaguar Land Rover at MYNM. “However, it’s more affordable than most people think, due to competitive pricing, made even more attractive by our new five-year comprehensive service package which enables customers to enjoy worry-free ownership of their Jaguar. With a growing range of products within the Jaguar family, our customers now have a wide variety of sedans, SUVs and sports cars to choose from, all maintain the pure Jaguar DNA.

“Jaguar launched its first SUV, the F-Pace, in 2016, which is still showing a strong presence year after year with continuous sales growth during 2017 and 2018, followed by the 2018 launch of the new compact performance E-Pace designed to appeal to younger families and the Kingdom’s huge youth market.”

Several strategic marketing initiatives also played an important role in increasing familiarity and popularity of the Jaguar brand. Prompted by the announcement of Saudi Arabia issuing driving licenses for women, Jaguar implemented its “Her Car Her Choice” initiative to educate women about Jaguar’s advanced safety factors, superior performance and state-of-the-art entertainment facilities. 

“The combination of beauty, luxury, safety and stylish design has attracted many females to purchase and experience Jaguar vehicles,” the automaker said in a statement.

To further increase brand awareness, in 2018 MYNM implemented a marketing campaign through various media channels, supported by a roadshow which visited the Kingdom’s main cities. The Jaguar Art of Performance Tour demonstrated the capabilities and performance of the leading British brand.

“Looking forward to further success in 2019, Mohamed Yousuf Naghi Motors continues to uphold its commitment to maintain the highest quality in providing its customers with a level of service that exceeds their highest expectations,” the press release said.