7 messages from Saudi Arabian car manufacturers to attract 9 million female drivers

Saudi Arabia was until now the only country in the world that prohibited women from driving on its roads. Fortunately, this situation will come to an end following the legislative change that will come into force from June 2018.

This is a historic event for the Asian country, but also a great opportunity for car manufacturers in the territory. In Saudi Arabia there are 9 million women, which means that over the coming months demand for cars is going to increase massively. Aware of this situation, car brands have already got to work so that their cars and advertising campaigns are adapted to a female audience.

After the announcement that Saudi women could get behind the wheel of a car in their country, car manufacturers backed the measure with several messages on social networks.

1. Ford

Welcome to the driver’s seat. #SaudiWomenMove #SaudiWomenCanDrive pic.twitter.com/oksRbFvLWa

— Ford Middle East (@FordMiddleEast) 27 September 2017

Ford was one of the first companies to take part, and it did so with an image showing a woman’s eyes in a rear-view mirror accompanied by a text reading: “Welcome to the driver’s seat”. In addition to this post, the brand announced that it would donate a Ford Mustang to Sahar Nassif, an activist who defends women’s rights in her country.

2. Land Rover

Adventure awaits you. #SaudiWomenCanDrive pic.twitter.com/H1CZKenJEB

— Land Rover MENA (@LandRoverMENA) 27 September 2017

Following Ford’s lead, many other brands followed the trend. Land Rover published a GIF showing a car key next to a woman’s handbag and various feminine objects. The message: “Adventure awaits you”.

3. Volkswagen

It’s your turn, take over the driver’s seat.#SaudiWomenDriving #SaudiWomenCanDrive pic.twitter.com/Hlw3Gnc7fW

— Volkswagen ME (@VWMiddleEast) 27 September 2017

For its part, the largest manufacturer on the planet (in terms of sales), Volkswagen, shows in an image two women’s hands holding an invisible steering wheel. “It’s your turn, take the driver’s seat,” says the German firm in its slogan.

MINI, Toyota, Nissan and Lexus are some of the brands that also wanted to support women in this victory for human rights.

4. MINI

Are you ready to hit the road?#SaudiWomenCanDrive#MINIKSA pic.twitter.com/Ezq2vPE7B2

— MINI Saudi Arabia (@SaudiArabiaMINI) 28 September 2017

5. Toyota

#شكراً_للقيادة for allowing #قيادة_المرأة_السعودية_للسيارة 😊 pic.twitter.com/YLLN1rvmcu

— Toyota Saudi Arabia (@ToyotaALJ) 28 September 2017

6. Lexus

A touch… for a luxurious journey
Share your choicehttps://t.co/FqpExni0Hd#قيادة_المراة_السعودية #الملك_ينتصر_لقياده_المراه#السماح_للمرأه_بقيادة_السيارة pic.twitter.com/seNkq8MB9n

— Lexus Saudi Arabia (@LexusKSA) 29 September 2017

7. Nissan

We congratulate Saudi women on being allowed to drive 🚗
#لسماح_للمراه_بالقياده pic.twitter.com/vMeObp96qB

— Nissan Saudi Arabia (@nissansaudi) 26 September 2017