Roxane Magbanua, General Manager – Marketing,
Al-Futtaim Automotive writes on the importance of the human touch for bands during Ramadan. The Holy Month of Ramadan, traditionally a time of spiritual reflection and community, is a pivotal moment for automotive brands to reimagine their relationship with consumers. There has been a profound shift in how we connect with customers during one of the most special times of the year.
Conventional wisdom about Ramadan being a time of slowing down tells only half the story. Our data reveals that people actually drive more during this month than any other time of the year. Vehicles transform into personal sanctuaries, especially for younger generations seeking moments of solitude and reflection
between family gatherings.
This duality of Ramadan, the balance between communal celebration and personal reflection, presents both a challenge and an opportunity for automotive marketers. The traditional approach of broad-spectrum, price-driven campaigns no longer resonates with today’s consumers, who seek deeper connections and more meaningful engagements with brands.
From a purchase behaviour standpoint, the automotive sector experiences a surge in interest, particularly in Ramadan-specific promotions and financing options. However, today’s consumer is looking beyond price-driven campaigns. Factors like extended warranties, fuel efficiency and flexible financing plans are becoming key differentiators. The rise of new energy vehicles (NEVs) during Ramadan illustrates this evolution.
Looking for more than seasonal deals, consumers are exploring sustainable options aligned with the month’s themes of mindfulness and responsibility. A shift that reflects a deeper truth: Ramadan purchasing decisions are increasingly driven by values rather than merely ‘value’.
Hyper-personalisation: a strategic imperative
Ramadan is deeply personal; no two experiences are the same. Some people spend more time at home, others are constantly on the move. Some prioritise family gatherings, while others prefer solitude.
Perhaps most telling is the transformation in how brands engage with cultural narratives. Gone are the days of generic Ramadan advertisements featuring identical themes. Today’s most successful campaigns are built on understanding the diversity of Ramadan experiences.
Going beyond targeted ads, hyper-personalisation is about understanding the specific journeys of different consumer segments and delivering content, offers and experiences tailored to their unique needs.
By analysing search trends, video engagement and social conversations, brands can identify when and where consumers are most active online, what type of content resonates at different times of the day and how different demographics engage with automotive brands.
Contextual and dynamic content brings a human touch to Ramadan
Ramadan follows a distinct daily rhythm and so should automotive marketing. Data shows that pre-Iftar hours are marked by last-minute shopping and heightened digital consumption, making it an ideal window for brand storytelling. Post-Iftar, consumers shift to entertainment and leisure, offering opportunities for video engagement and interactive content.
While e-commerce has traditionally played a smaller role in automotive sales, Ramadan is accelerating digital-first car-buying behaviours. Brands are investing in shoppable content, interactive AR experiences and AI-powered chatbots to facilitate smoother purchasing decisions. As seen in the luxury sector, AI allows faster decisions for precision marketing, optimising ad performance by delivering the right car, the right message to the right consumer using the right channel.
Content-led cultural engagement
Cultural authenticity matters more than ever at Ramadan. Consumers gravitate toward content that aligns with their values, making content creation with influencers an essential strategy.
Last Ramadan, we saw this firsthand with Every Little Bit Makes a Big Difference for Lexus. Tapping into the affinity for episodic content during Ramadan, we launched a series of multiple short films with Lexus. Instead of focusing on our cars, we told stories about real moments that happen during Ramadan – those small but meaningful interactions that we all experience focused on hospitality, family time and giving.
Influencers led by example, inspiring mass user-generated content as people shared their own small but meaningful actions. Through partnerships with cultural creators and influencers, automotive brands are weaving themselves into authentic stories about family reunions, midnight drives and community service. These are stories that resonate because they reflect real lives rather than marketing scripts.
Today, trust and engagement matter as much as reach. During Ramadan, this influence intensifies, shaping what people buy, what they watch, how they give back and how they interpret traditions in a modern context.
The Holy Month teaches us about reflection, community and mindful consumption. For automotive marketers, the lesson is clear: in the age of AI, success still boils down to the remarkably human ability to listen, understand and connect with people in ways that respect their traditions and their evolving needs. That’s not just good marketing; it’s good business.
By Roxane Magbanua, General Manager – Marketing, Al-Futtaim Automotive.
