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Eye of Riyadh
Cars & Autos | Monday 1 July, 2019 1:18 am |

Jaguar Land Rover marks historic first anniversary of Saudi women driving in the Kingdom

Mohamed Yousuf Naghi Motors Co. (MYNM), the authorized dealer for Jaguar Land Rover in Saudi Arabia, has celebrated the first anniversary of the decision to allow women to drive by offering floral bouquets to women customers and visitors at its Jaguar Land Rover showrooms. The royal decree allowing women to drive was officially declared on September 26, 2017 and implemented on June 24, 2018.


Commenting on the occasion, Mr. Andre Bonthuys, Managing Director at MYNM expressed his appreciation for the KSA Traffic Department and security personnel for maintaining the highest safety and security requirements to enable women to drive safely in the Kingdom. 


“On behalf of everyone at MYNM, I am happy to congratulate Saudi women on the passing of one year since the historic decision to allow them to drive, and as a result, play a more active role in contributing to the development of Saudi society,” he said.


MYNM has launched several initiatives in this regard, starting with recruiting Saudi sales women with the aim to empower and qualify them within the industry. Today, MYNM’s branches have employed more than nine female sales consultants in different cities, all of whom have seized the opportunity to excel in the field of automotive sales. 


In addition, MYNM established the ‘Her Car, Her Choice’ initiative, through which the company aims to assist women in choosing a suitable car by providing in-depth information on the model’s safety features. The initiative also offers guidance on how to evaluate a car’s performance and state-of-the-art entertainment systems based on personal preferences.   


Furthermore, experiential events such as the ‘Art of Performance Tour’ by Jaguar and the ‘Above and Beyond’ challenge by Land Rover showcased the outstanding capabilities and superior performance of these prestigious British brands. Both events succeeded in attracting more women to test drive and purchase Jaguar and Land Rover vehicles.


As a result of these initiatives, Jaguar Land Rover has witnessed a considerable increase in sales during the past year, following the increase in interest and demand from female motorists. Women accounted for 25 percent of Jaguar Land Rover MYNM retail sales within a year of taking the wheel in the Kingdom. 


The Jaguar E-PACE has proven to be especially popular with women, who account for 61 percent of total sales. The Jaguar XE and F-PACE are also among the brand’s top sellers and have been a highly desirable option for female buyers. Land Rover cars were also favoured by women, especially the Range Rover Evoque and Range Rover Velar, where female buyers accounted for 58 and 35 percent of sales respectively. Other models such as the Discovery Sport and Range Rover Sports also witnessed great interest from women.


Mohamed Yousuf Naghi Motors Co. is proud that women have chosen the British brands Jaguar and Land Rover due to their advanced safety features, superior performance, and state-of-the-art entertainment systems. Both leading brands combine luxury, beauty, design, and safety to meet the needs of women in particular.

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