Car makers eye Saudi Arabia gap
Adverts flood Twitter in race to woo prospective female drivers
New York — Car companies have not wasted any time courting the 9-million potential customers who will be unlocked when Saudi Arabia lifted its ban on female drivers. The decision has lit up social media, with cheers and jeers for the ruling, which takes effect in June 2018. Also joining the chorus are car makers looking to capitalise on the move, racing each other to get their first words out to woo prospective female drivers in the Middle East’s biggest economy. In a Twitter post, "Welcome to the driver’s seat", Ford Motor attached an image of a woman’s eyes appearing in a rear-view mirror against a black background. In another tweet under the hashtag #SaudiWomenCanDrive, it offered a "dream car" to a women’s rights campaigner by putting up a picture of a bright yellow Mustang racing in a tunnel. Tata Motors Land Rover and Jaguar brands posted an image of a handbag spilling out a car key, lipstick and a bottle of perfume among other items, with titles that say, "Adventure awaits yo...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.