The Saudi Vision 2030 has resulted in remarkable change in a short time span, one of the most notable of which is the female empowerment pillar. By allowing women to drive and expanding their employment opportunities to all sectors in the Kingdom, women were enabled to become an active contributing force to the Saudi economy. In fact, one of the goals of the Vision 2030 was to increase female participation in the workforce from 22% to 30%, whereas by the end of 2020 the government had already exceeded that goal with 33% of female workforce participation.
Nissan KSA always aims to be a step ahead particularly in the matter of female empowerment in Saudi Arabia. As such, Nissan KSA was one of the first companies to build dedicated page ‘SheDrives’ webpage in 2018, which is a dedicated page on the website entirely tailored to their female audience. To further empower females, Nissan KSA was among the first brands to support the Twitter Middle East initiative with the hashtag #FeminineArabic. Twitter, known for being one of the most utilized social media platforms, has recently introduced the female Arabic language to better connect with their female audiences and reassert their commitment towards empowering women.
“The Saudi Vision 2030 has empowered women in the Kingdom to enrich their lives and be a driving force in the economy. The achievements that they have accomplished in the past few years is nothing short of awe-inspiring. It is our privilege at Nissan Saudi Arabia to do our part in continuing to empower women in Saudi Arabia on the road and beyond, as we have been doing for years with our SheDrives initiatives.” said Bader El Houssami, Managing Director of Nissan Saudi Arabia.
Nissan KSA has always been at the forefront of female empowerment in the KSA automotive market through its various female-oriented initiatives. For instance, it was the first brand to launch a campaign celebrating women being allowed to drive 48 minutes after the Royal Decree was announced. Another noteworthy initiative was introducing the Nissan Sanadek application, which was developed to give women the safety and peace of mind on the road.
Nissan Saudi Arabia’s General Manager of Corporate Communication, Hatoon Bushnaq, also commented: “With the introduction of the Vision 2030, I believe that Saudi women’s ambitions knows no boundaries. Women are aiming to become leaders and make an impact on the future of the Kingdom by contributing to its economic growth and by facilitating the process for upcoming generations of women to flourish. We at Nissan KSA, strive to make women believe that they can do anything they set their mind to. As a result, we designed several programs under the umbrella of “She Drives” to empower women on the road and provide them with job opportunities in the automotive world.”
Nissan KSA’s advanced NIM technology empowers female drivers on the road due to the intricate safety and security features such as ProPilot technology, Intelligent Around View Monitor, Intelligent Blind Spot Intervention, and Intelligent Lane Intervention among many others. Prioritizing female drivers also extends to Nissan’s authorized dealers in the Kingdom, as Petromin Nissan provides special offers and aftersales services that are customized for female drivers.
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