The Abu Dhabi car dealership Subaru Emirates has been forced to apologise after a sexist message relating to a fatal car accident was posted on its Facebook page, titled ‘Women drivers at it again’.
The dealer was commenting on a crash on Sheikh Zayed Road in Dubai at the weekend, in which four people, including a nine-month-old baby, were killed.
The accident is believed to have occurred after a woman broke down in a central lane and was attempting to fix her car when another vehicle crashed into hers.
An administrator for the Subaru Emirates Facebook page posted a lengthy comment on the incident, including a photo of the crash published in a Dubai newspaper.
The message summarised the accident before criticising female drivers.
"An entire family has perished as a result of a grave mistake by a lady driver on SZR this weekend ... Unfortunately a driver who was passing through that area had warned the woman to instantly take her car off the road but that she did not listen.
“Call it her ignorance, 4 innocent soul paid with their life including a 9-month-old baby boy. Another woman in the car was said to be seriously wounded.
“Well RTA cannot put in extra parameters for women to check their presence of mind during crisis situation while driving, it’s all about being responsible drivers."
Following a backlash from angry Facebook users and more than 50 comments, the dealership, which is owned by Al Adiyat Automobiles, initially attempted to defend the post, writing “not anti-women bro, just pointing out few facts. Now we cannot ignore this fact the accident happened due to a women driver carelessness."
The post was later deleted and replaced with an apology.
“A recent post on our Facebook Page offended the sentiments of a number of people,” the apology says.
“Our sincere apology goes out to everyone for this.
“We respect your sentiments and have taken down the post with immediate effect.”
The apology said the intention of the original post had been misunderstood.
“The news posted yesterday was intended as s [sic] general awareness message. Sometimes with the best of intentions a final communication may come out wrong. This was one such instance. We just want to bring to everyone’s notice to please be more cautious while driving.
“Our sincere apologies once again.”
Facebook users also have commented on the apology.
One user described it as “a sad attempt of damage control, clearly lacking sincerity and heart”, while another called for the social media manager to be fired.
Several posts supported the brand’s apology.For all the latest transport news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.
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