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Log In / Register | May 25, 2018

Carmakers Look to Reap Bonanza from New Saudi Women Drivers

In an historic move forward for Saudi Arabia, the ban on women drivers will be lifted as of June 2018. The significance of a potential 9 million new customers has not been lost on car manufacturers, who are working to capture female attention. 

The decision has lit up social media, with both cheers and jeers for the ruling, which takes effect in June. Also joining the chorus are automakers looking to capitalize on the move, racing each other to get their first words out to woo prospective female drivers in the Middle East’s biggest economy.

…The move by King Salman bin Abdulaziz to issue driver’s licenses to women is part of a larger effort to modernize and diversify the kingdom’s economy and reduce its reliance on oil. The change may add about $90 billion to economic output by 2030, said Ziad Daoud, an analyst with Bloomberg Intelligence. — Stephanie Hoi-Nga Wong, Bloomberg

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