Background: The Saudi Arabian automobile market grows at an annual rate of 9.8% with Audi growth at 14%. With the launch of the new models, Audi seek new ways of marketing their products. While women are not permitted to drive in Saudi Arabia, they have significant social and economic leverage to directly and indirectly influence the automobile brand decision making process. With automobile brands targeting solely the male population, Audi are seeking ways to reach out to the adult female population. The Saudi women’s research is the foundation work to understand the Saudi female.

Deliverables: Our engagement for Audi Saudi Arabia was to conduct the Saudi women’s research to gain insight into the cultural, social and economic realities that help her to influence new cars, in time for the new Audi Q7 launch. The engagement scope included obtaining key insights to derive female-specific programs at key touch points for Audi.