MYNM empowers women drivers with SABB

The events aimed at empowering women through educating them with the required information for purchasing their first car.
Updated 11 July 2018

MYNM empowers women drivers with SABB

Mohamed Yousuf Naghi Motors (MYNM), the official BMW Group importer in Saudi Arabia, recently partnered with SABB (Saudi British Bank) to host two female-only events. The events aimed at empowering women through educating them with the required information for purchasing their first car. This includes topics like financial solutions, safety and features to look for as they begin driving in the Kingdom.

Female customers of SABB were welcomed into a relaxing environment in MYNM’s showrooms in Jeddah and Riyadh by female sales staff and live jazz music to set them at ease. Guests had the opportunity to learn more about BMW and its history before being taken by female staff and a BMW Product Genius for an overview of key BMW models and their features aimed to best suit each guest’s individual needs.

Aside from educating women on their first car purchase, key topics of discussion at both events were focused on BMW’s unique safety, efficiency, convenience, and driving pleasure.

Hector Kostakis, national marketing manager of Mohamed Yousuf Naghi Motors — BMW Group, said: “We are excited to welcome ladies in all our events and activities, as well as in our showrooms throughout the country. Our experienced colleagues will be more than happy to assist them on the process of purchasing their new car. It is our pleasure to ensure the women visiting our showrooms have a seamless purchasing experience from learning about the financial services available to the features to look for to best suit their personal needs.”

Mohamed Yousuf Naghi Motors has taken several steps to ensure females feel empowered when walking into their showrooms across the Kingdom. Apart from actively supporting female-only events including their partnership with SABB, they recently supported the inaugural Arab Fashion Week. 

They have multiple female sales assistants to help female customers to further understand BMW and their products and the process of purchasing a new car. An additional step they have taken is establishing a dedicated WhatsApp number to allow all their female customers to communicate their questions or concerns with MYNM’s CRM team.

Ford trains 1,600 motorists in Mideast, Africa in 2018

Updated 11 December 2018

Ford trains 1,600 motorists in Mideast, Africa in 2018

Ford Driving Skills for Life (DSFL) has wrapped up a successful 2018 having added programs in two new markets — Morocco and Madagascar — as well as having launched a women-only program in Saudi Arabia. The training program reached more than 1,600 inexperienced motorists in 10 cities around the Middle East and Africa.

Providing free training and instilling safe driving practices, the DSFL program offered an opportunity to gain experience in the four main primary driving skills: Hazard recognition, vehicle handling, speed management, and space management.

This year, Ford DSFL was run in the UAE (Dubai), Kenya (Nairobi), Uganda (Gulu Town), and four cities in South Africa (Cape Town, Port Elizabeth, Rustenburg, and Pretoria), while Casablanca welcomed Morocco’s first-ever DSFL for three days of training in October. 

Antananarivo in Madagascar also joined the DSFL family when it played host to 50 members of the media, and a train-the-trainer for distributor staff, in September, becoming the eighth market in sub-Saharan Africa alone to benefit from the introduction of Ford’s program.

In addition, on its return to Jeddah, Ford hosted the global debut of its DSFL for Her, a new customized version of Ford’s award-winning safe-driving initiative, helping to build confidence behind the wheel as participants in the Kingdom prepared to be among the first-ever women to be issued a driving license in the country.

The DSFL for Her course followed the landmark decision last year, as decreed by King Salman to lift the ban on females driving in Saudi Arabia.

“Safety continues to be a key priority for Ford, and providing campaigns such as DSFL can only help reduce the number of road accidents, and increase young drivers’ knowledge and confidence on the road,” said Jim Graham, global manager, Ford Driving Skills for Life. 

“Ford also made history in 2018 when it hosted the first-ever practical hands-on driving training for women in Saudi Arabia — DSFL for Her — specifically designed to accommodate Saudi females embarking on their first journey behind the wheel of a car. These are the kinds of occasions that make Ford exceptionally proud of the success DSFL has enjoyed this year, as the program continues its rapid expansion, and evolves to adapt to the needs of the markets in which it operates,” Graham added.

Ford Driving Skills for Life was established in 2003 by Ford Motor Company Fund, Governors Highway Safety Association, and a panel of safety experts to teach newly licensed drivers necessary skills beyond standard driver education programs. In 2008, the program expanded to Asia Pacific, and in 2013, Ford DSFL branched out into both Europe and the Middle East.

In 2017, the free program celebrated reaching the one-millionth newly licensed driver trained.