- Statistics Reflecting the Change
- Companies’ Strategies to Adapt
- Women Entering the Saudi Car Market
- Women’s Criteria for Choosing Cars
- Challenges Facing Women in the Car Market
- Future Opportunities for Growth and Innovation
In recent years, the Middle East has witnessed significant social and economic transformations, most notably the increasing role of women in the automotive market. Women are no longer just secondary consumers or marginal influencers in car purchasing decisions; they have become primary buyers, reflecting deep changes in consumption patterns and highlighting the importance of understanding women's needs in a sector long dominated by men.
Statistics Reflecting the Change
Recent studies indicate that women constitute up to 80% of the influencers in car purchasing decisions in the Middle East, a figure that demonstrates their substantial impact on the market. For example, in Dubai, women’s motivations for buying cars differ from men’s, focusing more on design, comfort, and technology, alongside safety and prestige. In other countries like South Africa, women make up half of the car buyers, purchasing vehicles themselves to meet family needs and daily transportation.
Companies’ Strategies to Adapt
This shift in consumer behavior has prompted car companies to rethink their marketing strategies, targeting women directly by developing products that suit their tastes and needs, and providing specialized services such as female sales teams, dedicated hotlines, and educational awareness campaigns. Some companies have hired women in sales and customer service centers to better connect with potential female buyers.
For instance, Ford launched the “Ford Driving Skills for Safe Living” program for women and provided online educational content, while BMW appointed a female sales team and set up a WhatsApp support line for women in Saudi Arabia. Chevrolet offered roadside assistance services tailored for female drivers, aiming to boost their confidence and comfort behind the wheel.
Women Entering the Saudi Car Market
The 2018 decision to allow women to drive in Saudi Arabia marked a historic milestone, opening a vast new market for car companies and leading to a significant increase in car sales and after-sales services such as insurance and maintenance. Companies responded by offering special facilities, discounts, and training programs tailored for women, along with promotional campaigns that cater to Saudi women’s tastes.
Women’s Criteria for Choosing Cars
Women tend to follow a practical and realistic approach when selecting cars, focusing on fuel economy, low operating costs, and safety levels more than just appearance. This has driven companies to design vehicles that combine beauty and functionality, emphasizing comfort and modern technology. Women also prefer cars that are easy to drive, have spacious interiors, and feature advanced entertainment systems suitable for family needs.
Challenges Facing Women in the Car Market
Despite significant progress, women still face challenges in the car market, such as underrepresentation in car showrooms and sales points, where men make up the majority of sales representatives. Women also need more awareness and training to boost their confidence in driving and decision-making. Additionally, there is a need to develop after-sales services tailored specifically to women’s requirements, such as quick maintenance and roadside assistance.
Future Opportunities for Growth and Innovation
With ongoing social and economic developments, women’s influence in the Middle Eastern car market is expected to grow, opening opportunities for car companies to develop more innovative, customized products and services. This includes focusing on electric and hybrid vehicles, which are increasingly popular among women seeking sustainable and eco-friendly transportation solutions. Digital technologies, such as smartphone apps and car subscription services, can also play a significant role in attracting female buyers.
Women in the Middle East, especially in Saudi Arabia, have become key players in the car market, not only as influencers but as actual buyers forming a significant part of the market. With continued governmental support and social changes, women’s importance in the automotive sector will increase, compelling companies to adopt more inclusive and innovative strategies to meet their needs and enhance their participation in this vital industry.
