Mathieu Yarak, Digital Research Director, Choueiri Group.
DMS’ study aims to empower automotive brands with a clear understanding of their target’s mindset and intentions.
59% of Saudi females, “driven by millennials”, intend to drive in the future. The highest concentration is, “single millennials” (78%), and the key barrier preventing 40% of Saudi females from getting behind the wheel is tradition (30%).
Tradition and social pressure remain the key barriers for most Saudi females (all ages) who do not intend to drive.
From the females who hoped to drive in the future, only 68% intend on buying a car. This segment is driven by single millennials who wish to own
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