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Car companies are targeting Saudi women drivers with cheesy new ads

Brands ruin everything, Saudi women driving edition.

by Zeeshan Aleem
Getty Images

The world’s biggest car companies are jumping at the chance to make a profit off Saudi Arabia’s historic announcement allowing women to drive.

Within hours of the news, companies from Ford to Volkswagen to Jaguar started firing off ads targeting the new market of millions of Saudi women drivers. The ads are a bizarre mix of clichés about Arab women and cheesy “girl power” messages that would make even the Spice Girls roll their eyes.

Here are a few of them:

  1. “Welcome to the driver’s seat”

2. “My way”

3. “2018 GRL”

4. “The road is yours”

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