The world’s biggest car companies are jumping at the chance to make a profit off Saudi Arabia’s historic announcement allowing women to drive.
Within hours of the news, companies from Ford to Volkswagen to Jaguar started firing off ads targeting the new market of millions of Saudi women drivers. The ads are a bizarre mix of clichés about Arab women and cheesy “girl power” messages that would make even the Spice Girls roll their eyes.
Here are a few of them:
- “Welcome to the driver’s seat”
Welcome to the driver’s seat. #SaudiWomenMove #SaudiWomenCanDrive pic.twitter.com/oksRbFvLWa— Ford Middle East (@FordMiddleEast) September 27, 2017
2. “My way”
الحين دورِك تجلسين في مقعد السائق #الملك_ينتصر_لقياده_المراه pic.twitter.com/XuRuVnA5Sn— Volkswagen ME (@VWMiddleEast) September 27, 2017
3. “2018 GRL”
نُبارك للمرأة السعودية السماح لها بالقيادة #الملك_ينتصر_لقياده_المراه pic.twitter.com/gsmQC168KO— Nissan Middle East (@NissanME) September 26, 2017
4. “The road is yours”
The road is yours. #SaudiWomenCanDrive pic.twitter.com/KsW6E8Asls— Jaguar MENA (@JaguarMENA) September 27, 2017