UAE - 08 May, 2008
Nissan challenges Freud’s theory
Black SUVs are “what women want” in Saudi
Freud once said “No one knows what women want", Nissan Middle East had put this statement to the test after recently conducting a research with Saudi women. They had put very interesting statistics and for the first time in modern history they may have answer to Freud’s controversial statement.
54% of women in the Kingdom prefer Black Sports Utility Vehicles than any other type. The survey was distributed among all age groups and targeting all income levels. At a distant second place came the “low riders” or sports cars, as 23% of women shown their interest in driving speedy and sporty cars, while 16% preferred sedan cars and an interesting 4% voted for pickup as their first choice.
When it comes to colors of choice, “black is the new pink” moving away from bright colors 81% of the ladies preferred the color black followed by a 5% dark blue. Gone the days where women wanted cute pink cars.
Interior space seemed to top what women really want in their cars, more space for shopping bags, picking up the kids and to hold luggage on summer trips. Business women seem to prefer space too, anywhere to sit back, plug laptops and fire away emails. Engine specs and brand name came second to what women want in Saudi.
When it comes actually to driving the car, 50% of Saudi women wish to drive the cars themselves, while 34% prefer to have their own chauffer and the rest wanted to be picked up by their families or friends.
So do women have a say when it comes to buying a car? Yes they do, as 24% influence their husbands when buying family cars, while 12% do actually buy their own cars and assign a chauffeur.
“We at Nissan are committed to cater to our universal cliental in every way, with accurate research tools we assess the market needs and keep up with new trends and personal tastes” said Monal Zeidan, General Manager, Marketing and Corporate Communications at Nissan Middle East.
