Later this month, women will drive on the streets of Saudi Arabia for the first time and to mark this historic occasion, Mohamed Yousuf Naghi Motors Jaguar Land Rover has been running a series of special events aimed at assisting women to correctly purchase their next car as the driver rather than as a passenger.
While women for a long time have been influential in the buying process of new cars, the needs of a driver differs from that of a passenger and in this regard, Mohamed Yousuf Naghi MotorsJaguar Land Rover has been hosting a series of functions in Jeddah, Riyadh and Al Khobar, to support the company's commitment towards empowering females and facilitating their developmental role in accordance with the Saudi Vision 2030.
According to a study conducted by Mohamed Yousuf Naghi Motors Jaguar Land Rover, the most desirable features among females when purchasing a vehicle include entertainment systems, practicality, safety and performance. Based on this research, Mohamed Yousuf Naghi Motors' campaign was launched to raise awareness among females to assist them in the process of owning the right car based on their needs. Through these events, the company has enabled females to get a closer look at the features under the supervision of specialists in the field.
"We realize that women have a great influence when it comes to choosing a car from the perspective of being a passenger but this time it is different." said Mahmoud Mirza, National Marketing & CRM Manager at Mohamed Yousuf Naghi Motors Jaguar Land Rover. “For the first time, women are in the driver’s seat, and Mohamed Yousuf Naghi Motors Jaguar Land Rover is welcoming these females into our showrooms where we have recruited qualified females as sales representatives to provide the best experience to our female customers."
This educational campaign answers the many questions women have with regards to the decision process when buying a car from a driver’s perspective. Until now, purchasing a car has usually started with choosing the type of car, the date of manufacture and colour, whereas buying a car as a driver requires greater knowledge about its performance and handling characteristics and overall driving behaviour as the vast majority of female buyers will be experiencing this for the first time.
So far during these events, a number of females have expressed their satisfaction with the initiative, noting that it has not only helped them gain detailed information about their next purchase but also a lot of useful information about the automotive world in general. Most of the inquiries raised so far have focused on fuel consumption and safety. Additionally, a number of recently appointed female sales representatives thanked the company for giving them the opportunity to be leaders in this field and highlighted that they are ready to offer the best services to the customers.
The decision to allow females to drive was issued according to the Royal Decree, which will be in force on the 10th of Shawwal 1439, corresponding to 24 June 2018, in accordance with the approved Sharia laws and regulations.