Adventurous vehicles, unconventional colors in demand as women gear up to hit Saudi roads

Updated 23 June 2018
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Adventurous vehicles, unconventional colors in demand as women gear up to hit Saudi roads

  • The auto industry has an estimated 9 million potential new customers in the Saudi female population
  • The market has been overwhelmingly lopsided in favor of larger cars, says dealer

JEDDAH: Ever since the long-standing driving ban for women was lifted last September, auto-industry marketers have been scrambling to figure out just what women want. The auto industry has an estimated 9 million potential new customers in the Saudi female population who are now eligible to drive, an (em)powering move that instantly established Saudi Arabia as the world’s largest market for new sales. 

But many Saudi women were less than impressed with the initial ad campaigns. Some felt that these were driven by an emotional play on women’s feelings. Many complained that they focused too heavily on feminine stereotypes, rather than offering any practical information. These campaigns, while witty and creative, lacked any real substance to help women with the necessary decision-making required when buying a vehicle. 

Jeddah resident Layla Hamdan, 26, spoke candidly with Arab News about which vehicle models appeal most to her and her friends. “A lot of the marketing toward women has been way off-base in my opinion,” she said. “They are appealing to a very feminine stereotype that is not accurate in regards to the cars we prefer. 

“Personally, I think pink is one of the ugliest colors for a car. It’s not even so much about style or flash for me either, it’s all about practicality. This is an exciting time for us. A time for freedom and adventure. To be able to explore our great country and go on fun road trips together. For these reasons me and many of my girlfriends prefer larger cars such as SUVs or large hatchbacks.” 

Quick to take notice were major players in the auto industry such as Abdul Latif Jameel Motors, General Motors and United Motors Co., which between them boast the authorized rights to sell Toyota, Chevrolet, GMC, Chrysler, Dodge and Jeeps in the Kingdom. These firms have ramped up their advertising and marketing campaigns, too, but have taken a more tactful and considerate approach. 

Along with establishing a call center managed exclusively by women to handle finance options and general inquiries, Abdul Latif Jameel Motors, the Japanese group’s authorized Toyota distributor in Saudi Arabia, will be designating showroom lots run by all-female staff.

General Motors, which has exclusive selling rights to Chevrolet and GMC autos in the Kingdom, recently promoted a Saudi-born female advertising executive to be the region’s chief copywriter and assist in crafting advertisement campaigns that are more in tune with women’s preferences. 

United Motors Co. is the sole distributor for Chrysler, Dodge, Jeep, Ram, Fiat and Alfa Romeo autos in the Kingdom. Established in 1999 as a merger of United Arab Motors Co. and Al-Essayi Trading Corp., it is one of the largest automotive companies in the Saudi market, employing more than 1,200 trained staff in more than 63 branches. 

Arab News spoke exclusively with United Motors Co. sales manager Mohammed Mohsen Al-Amoudi about what types of vehicles Saudi women have been buying from his Jeddah lot, their color preferences and the appeal factor that larger cars have for women. 

“Now that women are allowed to drive in the Kingdom, there is a demand for exclusive offers and packages exclusively geared toward women that have been highly successful for us. We’ve had consistent record-setting months in sales since September. For example, last Ramadan we did not exceed
1 percent in sales for women, while this Ramadan it has jumped by
25 percent. The demand has shifted from women clients buying a car for their driver to buying a car for personal use, and we have found them to be just as concerned as men when it comes to the fine details on safety measures, fuel mileage and customized options.” 

As far as what vehicle models and color preferences women have, Al-Amoudi said that the market has been overwhelmingly lopsided in favor of larger cars.

“While we have all options available, from elegant and classic selections like our Alfa Romeo, Chryslers and Fiats to our sportier options in our Chargers and Challengers, we have seen the most spike in sales with our Jeep Wrangler. Just last week we sold four cars, all to women, and all were Wranglers.”

On color preference, Al-Amoudi said: “What we have noticed is that women have been requesting unconventional colors. Unfortunately, at the moment most dealerships mainly carry the generic solid colors of black, blue, white, and silver, but we are more than happy to order customized colors to accommodate their preferences.”

With June 24 a mere day away, it’s clear that Saudi women are not the only ones preparing for this big moment. Soon women will be driving on every Saudi road, but don’t expect to spot them strictly by their vehicle choice or color.

“What do women want?” ask marketers. Well, maybe a clue can be found in the popularity of Jeeps. They are tough, secure and highly resistant to extreme conditions. How fittingly appropriate. No argument here.


Saudi defense minister meets Swedish counterpart

Updated 9 min 44 sec ago
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Saudi defense minister meets Swedish counterpart

  • Discussions focused on bolstering cooperation between Saudi Arabia and Sweden

RIYADH: Saudi Arabia’s minister of defense, Prince Khalid bin Salman, met Johan Stuart, minister of state at the Swedish Prime Minister’s office, in Riyadh on Thursday.

They discussed ways in which relations and cooperation between their countries might be enhanced, along with other issues of mutual interest, the Saudi Press Agency reported.

Other Saudi officials present during the discussions included Lt. Gen. Fayyad Al-Ruwaili, chief of the general staff of the Kingdom’s armed forces, and Hisham bin Abdulaziz bin Saif, director general of the defense minister’s office.

The Swedish minister was accompanied by a delegation that included Bjorn Kalvakov, charge d’affaires of the Swedish Embassy in Riyadh, and Sophie Becker, deputy head of the Middle East and North Africa department at Sweden’s Ministry of Foreign Affairs.


Italian food festival highlights nation’s rich taste and culinary flavors

Updated 5 min 41 sec ago
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Italian food festival highlights nation’s rich taste and culinary flavors

JEDDAH: The Italian Consulate General in Jeddah hosted on Wednesday night a unique event celebrating the richness and uniqueness of Italian products and flavors on the occasion of the ninth edition of the Week of Italian Cuisine in the World. 

The event is being celebrated all over the globe from Nov. 16-22 by the Italian Ministry of Foreign Affairs and the Italian Ministry of Agriculture as part of their drive to promote the beauty and quality of Italian gastronomy.

Leonardo Costa, the Italian consul general in Jeddah, said: “We are glad to hold this Italian food street festival in the framework of the 9th Week of Italian Cuisine in the World celebrating Italian food culture. The theme for this year’s events is ‘Mediterranean Diet: Traditional Cuisine and Healthy Food,’ which is not a list of healthy food but a lifestyle.”

He added: “All the communities of the Mediterranean Sea share the same idea of hospitality and friendship. All concepts that fully applied to the great generosity and hospitality to the Saudi people and their way of conceiving food.”

Held at Al-Basateen Compound, the Italian Consulate General in Jeddah set up an elaborate street food scene around the pool area, ranging from big local Italian brands from shops, supermarkets, restaurants, cafes, and hotels in Jeddah with the attendance of guests drawn from the diplomatic corps, journalists, Italian expatriates, Saudi guests, the business community, and other selected food enthusiasts.

The festival contained multiple food stalls displayed by the sponsors and participants such as Danub, Lallo restaurant, Assila hotel, Margherita KSA, Montana water by Sharbatly, Ferrero, Loacker, and other brands, where everyone showcased different distinctive Italian delicacies.

Music was also played for the guests by DJ Ahmed Can.

Saudi businessman Mohammed Al-Zahrani — who became fascinated by Italian coffee during his visits to Catanzaro, the capital of the Calabria region in Italy, is the founder of Dell’Oro Store. He told Arab News how he turned his passion into a business.

“I am glad to be part of the ninth Week of Italian Cuisine in the World for the first time, and I am here to promote our coffee,” he added.


Spanish aerobatic pilot Castor Fantoba puts on a spectacular air display in Riyadh

Updated 21 November 2024
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Spanish aerobatic pilot Castor Fantoba puts on a spectacular air display in Riyadh

  • World-class pilot soars high at Sand & Fun event

RIYADH: A Spanish world-class powered aerobatic pilot on Tuesday put on a thrilling aerobatic display filled with loops, rolls, spins, dives and climbs at the Sand & Fun event at Al-Thumamah airport, Riyadh. 

Organized by the Saudi General Aviation, the event runs from Nov. 19-23. 

Castor Fantoba’s performance was one of 10 SkyVentures at Sand & Fun’s series of airshows.

In a sitdown interview with Arab News, Fantoba described how his passion for aviation began and what it takes to become a world-class aerobatic pilot. 

As a child, Fantoba lived in the Spanish region of Navarra, where he watched small planes flying in the sky.

“Every child is looking into the blue ... Near my village there was an older field and eventually there were small planes doing tours and I was always stuck to the glass of the car, looking into the window trying to see if there was something around. I think it was that simple thing that marked my life.”

After secondary school, Fantoba developed a deeper admiration for aviation, which led to him pursuing a career as an engineer. 

Fantoba graduated as an aeronautical engineer and gained his extensive flying experience in areas such as aerial advertising, skywriting, crop-dusting and water-bombing.

He then decided to take a different route and become a pilot, after working for several years in aircraft maintenance. 

Today, Fantoba is an airline captain qualified to fly Boeing 737, 757 and 767s, powered aerobatics in the world-renowned Sukhoi Su-26M and is also a certified flight instructor for ultralight motorized gliders, private pilot licence training, and powered aerobatics.

To prepare for his airshows, Fantoba has a precise regimen of physical training and technical training coached by retired pilot and former member of the Soviet and Russian national aerobatic team, Nikolai Nikituk, who is widely recognized as one of the best pilots in the history of aerobatics. 

“He (Nikituk) is the one who is pushing us and modeling us to arrive at that point in which we will compete and try to win.”

During airshows, pilots take turns performing and on some days the wind could work against them. In moments like those, endurance is key, a practice taught by Nikituk.

“If you control your stress, you get focused and you don’t get nervous and lose energy.” 

Aerobatic pilots draw geometrical figures in the sky using a unique composition of sequences. When performing advanced aerial maneuvers, pilots can experience a range of gravitational forces.

Aerobatic pilots are trained to handle these forces by tensing their muscles to maintain blood flow to the brain and avoid blacking out.

Fantoba said dealing with negative Gz force, when pushing a plane over into a dive, took him 10 years of practice to perfect it. 

“After 10 years of training, (previously) I was not able to get the good rotation or transition, but this year I got it so this for me is the most satisfying.”

To avoid problems in equilibrium, prevent dizziness and fade-out, Fantoba said a lot mental focus, physical conditioning, and training are required. 

“You need to do exactly what you are told to do in a sequence. A sequence is composed of about 14 figures that are very complex with rotations in all directions.” 

Fantoba spoke of an experience when he blacked out during a positive Gz flight. “I remember I was beginning a training camp and I was really relaxed during the beginning of the season ... I was not pushing my body … I remember I was going up and then a voice was calling me ‘Castor, do you hear me?’ (on the radio) and I saw all blue and suddenly realized I was flying.”

Pilots begin with 10 points and lose 1 point per 5 degrees of deviation, so precision is vital to a successful airshow. Pilots usually score an average five points, but Fantoba’s attention to detail allowed him to score 8.3 points in the previous World Championship. 

Fantoba encourages individuals to try flying. “With normal health, you can fly ... you have fantastic aircraft here in Saudi Arabia … call them (organizations) and ask them ‘how can I become a pilot?’ It’s easy and you will discover an absolute new world.”

“Aerobatics and generally all air sports, it does not matter if you are a man or woman, it’s based on skill … in aerobatics we do not have separation.”

Fantoba has numerous achievements to his credit. 

He was a runner-up in the 2022 World Team Championship, runner-up in freestyle at the 2019 World Championship; three bronze medals at the 2017 World Cup; double bronze medal in the 2015 World Cup, bronze medal in Classic and Freestyle in the 2016 European Championship, Absolute European Champion 2014, and nine times Absolute Spanish Champion.

He has been officially recognized as a high level athlete by the Higher Sports Council since 2005. He has bagged more than 50 medals in his sporting career, six medals in a single top-category competition (European Aerobatic Championships 2014). He has won 30 FAI (world governing body for air sports) medals, including six golds.


Man arrested for transporting nine border security violators in Jazan

Updated 21 November 2024
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Man arrested for transporting nine border security violators in Jazan

JAZAN: Authorities in Jazan arrested a citizen for transporting nine border security violators of Yemeni and Ethiopian nationalities. Legal procedures were carried out, and the violators were handed over to the authorities before being transferred to the Public Prosecution.

Authorities have warned that anyone who facilitates the entry of border security violators into the Kingdom, transports them, provides them with shelter, or offers any form of assistance or service, will face severe penalties. These include imprisonment of up to 15 years, fines of up to SR1 million ($266,318), confiscation of any vehicles or properties used in the offense, and public defamation.

Meanwhile, while enforcing environmental regulations in the King Abdulaziz Royal Reserve, field patrols of the Special Forces for Environmental Security arrested a man for illegal hunting in a prohibited area. He was found with an air rifle and three trapped wild animals. Legal measures were taken, and he was referred to the authorities for further action.


Ehsan charity empowers non-profit organizations

Updated 21 November 2024
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Ehsan charity empowers non-profit organizations

RIYADH: Workshops arranged by Ehsan, the national platform for charitable work, are helping empower non-profit organizations.

The initiative will ensure leaders keep pace with the governance of charitable work, with sessions aimed at developing methods to plan and implement projects.

The events are part of Ehsan’s efforts to increase the knowledge and develop the work of its non-governmental partner organizations. They align with its vision of maximizing the impact of projects, developing technical solutions, strengthening partnerships and empowering the non-profit sector.

The first workshops were launched in the Hail, Al-Jouf, Central and Asir regions, and Jeddah Governorate. More than 500 non-governmental organizations took part.