Adventurous vehicles, unconventional colors in demand as women gear up to hit Saudi roads

Updated 23 June 2018

Adventurous vehicles, unconventional colors in demand as women gear up to hit Saudi roads

  • The auto industry has an estimated 9 million potential new customers in the Saudi female population
  • The market has been overwhelmingly lopsided in favor of larger cars, says dealer

JEDDAH: Ever since the long-standing driving ban for women was lifted last September, auto-industry marketers have been scrambling to figure out just what women want. The auto industry has an estimated 9 million potential new customers in the Saudi female population who are now eligible to drive, an (em)powering move that instantly established Saudi Arabia as the world’s largest market for new sales. 

But many Saudi women were less than impressed with the initial ad campaigns. Some felt that these were driven by an emotional play on women’s feelings. Many complained that they focused too heavily on feminine stereotypes, rather than offering any practical information. These campaigns, while witty and creative, lacked any real substance to help women with the necessary decision-making required when buying a vehicle. 

Jeddah resident Layla Hamdan, 26, spoke candidly with Arab News about which vehicle models appeal most to her and her friends. “A lot of the marketing toward women has been way off-base in my opinion,” she said. “They are appealing to a very feminine stereotype that is not accurate in regards to the cars we prefer. 

“Personally, I think pink is one of the ugliest colors for a car. It’s not even so much about style or flash for me either, it’s all about practicality. This is an exciting time for us. A time for freedom and adventure. To be able to explore our great country and go on fun road trips together. For these reasons me and many of my girlfriends prefer larger cars such as SUVs or large hatchbacks.” 

Quick to take notice were major players in the auto industry such as Abdul Latif Jameel Motors, General Motors and United Motors Co., which between them boast the authorized rights to sell Toyota, Chevrolet, GMC, Chrysler, Dodge and Jeeps in the Kingdom. These firms have ramped up their advertising and marketing campaigns, too, but have taken a more tactful and considerate approach. 

Along with establishing a call center managed exclusively by women to handle finance options and general inquiries, Abdul Latif Jameel Motors, the Japanese group’s authorized Toyota distributor in Saudi Arabia, will be designating showroom lots run by all-female staff.

General Motors, which has exclusive selling rights to Chevrolet and GMC autos in the Kingdom, recently promoted a Saudi-born female advertising executive to be the region’s chief copywriter and assist in crafting advertisement campaigns that are more in tune with women’s preferences. 

United Motors Co. is the sole distributor for Chrysler, Dodge, Jeep, Ram, Fiat and Alfa Romeo autos in the Kingdom. Established in 1999 as a merger of United Arab Motors Co. and Al-Essayi Trading Corp., it is one of the largest automotive companies in the Saudi market, employing more than 1,200 trained staff in more than 63 branches. 

Arab News spoke exclusively with United Motors Co. sales manager Mohammed Mohsen Al-Amoudi about what types of vehicles Saudi women have been buying from his Jeddah lot, their color preferences and the appeal factor that larger cars have for women. 

“Now that women are allowed to drive in the Kingdom, there is a demand for exclusive offers and packages exclusively geared toward women that have been highly successful for us. We’ve had consistent record-setting months in sales since September. For example, last Ramadan we did not exceed
1 percent in sales for women, while this Ramadan it has jumped by
25 percent. The demand has shifted from women clients buying a car for their driver to buying a car for personal use, and we have found them to be just as concerned as men when it comes to the fine details on safety measures, fuel mileage and customized options.” 

As far as what vehicle models and color preferences women have, Al-Amoudi said that the market has been overwhelmingly lopsided in favor of larger cars.

“While we have all options available, from elegant and classic selections like our Alfa Romeo, Chryslers and Fiats to our sportier options in our Chargers and Challengers, we have seen the most spike in sales with our Jeep Wrangler. Just last week we sold four cars, all to women, and all were Wranglers.”

On color preference, Al-Amoudi said: “What we have noticed is that women have been requesting unconventional colors. Unfortunately, at the moment most dealerships mainly carry the generic solid colors of black, blue, white, and silver, but we are more than happy to order customized colors to accommodate their preferences.”

With June 24 a mere day away, it’s clear that Saudi women are not the only ones preparing for this big moment. Soon women will be driving on every Saudi road, but don’t expect to spot them strictly by their vehicle choice or color.

“What do women want?” ask marketers. Well, maybe a clue can be found in the popularity of Jeeps. They are tough, secure and highly resistant to extreme conditions. How fittingly appropriate. No argument here.


Russia’s Putin lauds good relations with Saudi Arabia, condemns Aramco attacks

Saudi Arabia’s Crown Prince Mohammed bin Salman (L) and Russia’s President Vladimir Putin during a bilateral meeting at the G20 Leaders’ Summit in Buenos Aires. (File/AFP)
Updated 13 October 2019

Russia’s Putin lauds good relations with Saudi Arabia, condemns Aramco attacks

  • Moscow could play a key role in easing regional tensions given its good ties with Gulf states and Iran
  • The Russian president made his only trip to Riyadh way back in 2007

RIYADH: Russian President Vladimir Putin has praised relations between Russia and Saudi Arabia and condemned the recent attacks on state-owned Aramco oil facilities.
Putin said such attacks only strengthened cooperation between oil producers inside and outside OPEC, an alliance known as OPEC+, and that Russia would work with its partners to reduce attempts to destabilize markets.
As President Donald Trump reinstated US sanctions, increasing pressure on Iran’s economy, there have been a series of attacks in Saudi Arabia and in Gulf waters that Washington and close allies have blamed on Iran, which denies responsibility.
Putin told Arab broadcasters in an interview aired on Sunday ahead of his visit to the Kingdom in more than a decade, that he has “very good relations” with Saudi Arabia’s King Salman and Crown Prince Mohammed bin Salman.
The Russian president is due to arrive in Saudi Arabia on Monday and then heads to the United Arab Emirates on Tuesday.
Putin said that there has been a 38 percent growth in economic cooperation between the Kingdom and Russia.
Russia’s Direct Investment Fund and Saudi Arabia’s Public Investment Fund have created a base of $10 billion, with $2 billion in investments, he added.
Russian petrochemicals company Sibur Holding is looking to build a petrochemical complex worth more than $1 billion in investments, Putin also said.
Syrian Conflict
On Syria, where Russia and Iran have been key allies of President Bashar Assad in an 8-1/2-year civil war, the Russian president said they would not have been able to reach a positive outcome without Saudi cooperation.
“I would like to emphasize the positive role Saudi Arabia has played in resolving the Syrian crisis … without Saudi Arabia’s contribution toward a Syrian settlement, it would have been impossible to achieve a positive trend,” he said, thanking King Salman and Mohammed bin Salman for their “constructive approach.”
He said Moscow supports the Assad regime in Syria, not because they have no blame in the situation but to prevent terrorist organizations from infiltrating the war-torn country.
“We are working with Turkey and Iran to resolve the Syrian conflict, but without Saudi it would not be possible to come to a good solution,” he said.
A congress convened by Russia last year tasked the United Nations envoy for Syria with forming a committee to draft a new constitution, after many rounds of talks to end the war failed.
UN officials say forming a constitutional committee is key to political reforms and new elections meant to unify Syria and end a war which has killed hundreds of thousands and displaced about half of the pre-war 22 million population.
Turkey launched an assault last week against Kurdish forces in border areas of northern Syria, saying it seeks to set up a “safe zone” to resettle Syrian refugees but raising international alarm over the possibility of Daesh militants escaping from prisons.
Iran Deal
Asked if Moscow supported new a return to negotiations with Iran to limit its missile program as Trump has called for enforcing the nuclear deal first, Putin said the two issues should be dealt with separately.
“Most likely it (the missiles) can and should be discussed ... The missile program is one thing and the nuclear program is another thing,” he said. “Of course, this is necessary, but there is no need to merge one with the other...”
OPEC+
The Russian president said OPEC+ was an initiative introduced by the crown prince to increase their cooperation in oil sector, and that he was the one who suggested to expand military collaboration between the two countries.
Saudi Arabia was not just a regional energy player but also a global one, and “we care about our cooperation,” Putin said.
The Russian leader added that anything that threatens energy trade stability must be stopped, and “we should work together” to stop it.
Aramco Attacks
Putin also condemned the Sept. 14 attacks on Aramco facilities, noting “such actions do not bring any positive results to anybody, including perpetrators,” as they do not have a strong effect on the market.
“We condemn any such actions, end of story. This is the official position … regardless of who stood behind the incident,” said Putin.
He insisted Russia’s intelligence community does not know who perpetrated the Aramco attacks, but he also said that his Iranian counterpart, Hassan Rouhani, has denied Tehran’s complicity in the attacks. Yemen’s Iran-backed Houthi militia claimed responsibility for the attacks, but Riyadh and Washington blamed Tehran.
However, Putin said: “It is wrong to determine who is guilty before it is known reliably and clearly who is behind this act,” Putin said, adding that he had agreed to help investigate the attack.
“If someone may have wanted to deal a blow to the oil market, they failed. There were indeed some fluctuations in prices, but I do not think it was anything too serious, even though the initial response was quite strong.
“We need to respond to any attempt to destabilize the market. Russia will certainly continue working with Saudi Arabia and other partners and friends in the Arab world to counter any attempts to wreak havoc in the market,” he said in an interview with Al Arabiya.
Putin believes Russia can play a positive role in resolving regional disagreements, because of Moscow’s positive relations with the Arab world, Iranians, Saudi Arabia and the UAE.