April 26, 2024

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[THE INVESTOR] Korea’s top automaker Hyundai Motor said on Aug. 2 it has launched its “#whatsnext” marketing campaign in Saudi Arabia following the Islamic country’s decision to allow women to drive cars.

Saudi Arabia allowed women to drive cars for the first time on June 24.

Hyundai said it released a promotional video under the slogan “whatsnext,” which is centered on women empowerment by showing females from various careers in Saudi Arabia.

The company said it also prepared various programs targeting female drivers in the Middle East country.

Hyundai said it opened a “City Store” digital showroom at a shopping mall located in the capital city of Riyadh. The carmaker said female staff will greet visitors and help them to experience its vehicles.

The company said it plans to open similar showrooms in other major cities in Saudi Arabia down the road.

To improve safety for female drivers, Hyundai said its automobiles sold in the country will come with Blind-Spot Collision Warning, Forward Collision-Avoidance Assist and Parking Distance Warning systems.

Other localized features include an alarm system that can notify women when their traditional garment, abaya, is stuck in doors.

By Song Seung-hyun and newswires (ssh@heraldcorp.com)