Car makers target adverts at Saudi women in rush to dominate new market

Ford, Nissan and VW all line up to challenge Hyundai and Toyota's domination in Saudi Arabia

Saudi Arabia's decision to overturn a ban on women driving may boost car sales in the region (Reuters)

Major car makers are targeting adverts directly at Saudi women in the wake of the Middle Eastern kingdom’s decision to end its long-standing driving ban policy.

Women in the country will be allowed to drive from June next year, opening up a raft of opportunities for car giants, many of whom have previously taken little time to target vehicles at the new market.

Ford, Nissan and Volkswagen were among the firms using Twitter in a bid to cash in on wealthy car buyers from the kingdom.

German car maker Volkswagen tweeted “It’s your turn, take over the driver’s seat #SaudiWomenDriving #SaudiWomenCanDrive”.

Nissan sent its “congratulations to Saudi women”. Luxury car makers Cadillac and Chevrolet also took to Twitter on the day of the announcement to beef up competition amongst the firms.

The move to open up the car market to women will the US car makers jostle for position with Saudi’s most popular brands.

Japan’s Toyota sold 676,000 in Saudi Arabia last year with 32 per cent of the market, making it the most purchased car in the country. Hyundai is the second most popular brand with Saudi's, with a 24 per cent of the market, according to Bloomberg.

The decision may also boost car sales in the region, which have fallen 28 per cent in the first seven months of 2017, according to analysts at IHS Markit.

The move is a big opportunity for car makers to tailor cars specifically for Saudi women and families.

Speaking to Bloomberg, Nahed Eltantawy, a professor of journalism at High Point University in North Carolina, said car manufacturers must advertise to Saudi women in a culturally sensitive way in order to take advantage of the new market.

“Given that a lot of women will be travelling with kids, any advertising for family cars and vans to help with the children in the back would be helpful,” she said. “They need to offer diverse advertising that caters to the diverse women in Saudi Arabia.”