South Korea’s largest automaker Hyundai Motor Co. said Thursday it has launched a series of marketing programs targeting Saudi women after they have become allowed to drive cars on the road in the Middle Eastern country.
Saudi Arabia, under strict religious law and absolute monarchy, finally let women get a driver’s license and drive a car from June.
Hyundai Motor initiated its “Whatsnext” campaign to empower Saudi Arabian women and give them more confidence in their lives with a teaser trailer drawing over 1.5 million views just six weeks after its release. Its main trailer posted Wednesday shows various female designers, entrepreneurs, movie directors, teachers and athletes to deliver the message.
The carmaker also hired three Saudi Arabian female influencers – Bayan Linjawi, Shadia Abdul Aziz, Reem Faisal – as its brand ambassadors and invited them to Korea to introduce its vehicles and give an experience. They will drive Hyundai Motor vehicles to share their experience with Saudi women and join the company’s new car launching event and driving lesson programs.
A showroom for digital experience of Hyundai cars will be open with female staffs at a shopping mall in the capital city of Riyadh in Saudi Arabia, and Hyundai cars will be fitted with various systems for safety of women drivers – forward collision-avoidance assist, blind-spot collision warning, and parking distance warning.
By Lee Seung-hoon and Lee Ha-yeon/ Maeil Business News Korea