'She's Mercedes' initiative creates dialogue between women from different industries on topics surrounding business and personal life
German car manufacturer Mercedes-Benz has seen the biggest improvement in brand health among women in Saudi Arabia six months after the Kingdom announced it will lift its driving ban in June 2018, according to data from YouGov BrandIndex.
Mercedes increased its Index score by 4.6 points, placing it just one point behind Toyota as one of the strongest car brands among women in Saudi Arabia.
The Index score considers consumers’ perceptions of a brand’s quality, value, impression, reputation, satisfaction and recommendation rate.
Mercedes had launched the ‘She’s Mercedes’ initiative in 2015 to create dialogue between women from different industries on topics surrounding business and personal life, and how to balance them.
In addition, American motor house Ford increased its score by 3 points. Despite remaining in fifth place, it became the second largest improvement in brand health among women, having launched the Ford Driving Skills for Life for Her initiative and its ‘Welcome to the driver’s seat’ ad campaign featuring the eyes of a female Saudi driver through the rear view mirror.
BMW and Lexus also hold strong positions in third and fourth place respectively, while Land Rover/Range Rover rose from eighth to sixth.
Bentley, however, dropped one spot to seventh, while Chevrolet moved down to eighth. However, Honda gained a place into ninth position, followed by Hyundai at tenth spot.
Scott Booth, Head of Data Products in MENA, said, “BrandIndex data shows Mercedes and Ford have achieved significant cut through among women in Saudi Arabia in what is a critical time for car brands in the Kingdom as they look to win over a female driver audience.”
Data from the YouGov BrandIndex was collected between 26 September 2017 and 26 March 2018 from among 1,349 women in Saudi Arabia.