Later this month, women will drive on the streets of Saudi Arabia for the first time. To mark this historic occasion, Mohamed Yousuf Naghi Motors Jaguar Land Rover has been running a series of special events titled #HerCarHerChoice in Jeddah, Riyadh and Alkhobar 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, this time it is different as the needs of a driver differ from that of a passenger.
The events aim to support the company’s commitment toward empowering females and facilitating their developmental role in accordance with Saudi Vision 2030.
According to a study conducted by Mohamed Yousuf Naghi Motors Jaguar Land Rover, the most desirable features while purchasing a vehicle among females include entertainment systems, practicality, safety and performance. Through these events, the company is enabling women 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 and 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.”
The educational campaign answered the many questions women have with regards to the process when buying a car from a driver’s perspective. Until now, purchasing a car usually meant choosing the type of car, and the date of manufacture and color, whereas buying a car as a driver requires greater knowledge about its performance and handling characteristics and overall driving behavior as the vast majority of female buyers will be experiencing this for the first time.