Maserati's Appeal Among Women Buyers in Saudi Arabia and Kuwait

Introduction

Saudi and Kuwaiti women are among the biggest buyers of Maserati cars.

Female Buyers in Saudi Arabia

The Italian brand reports that even though Saudi women are not allowed to drive, they represent about 25% of Maserati buyers in the country. This information was shared by Umberto Cini, the global overseas markets managing director, during an interview with Arabian Business.

Female Buyers in Kuwait

In Kuwait, the statistics are even more striking, with around 50% of Maserati customers being female. Cini remarked, “Twenty-five percent of the customers in Saudi Arabia are female customers, which is unheard of. If you didn’t know, you would never think about this.”

What Attracts Women to Maserati?

So what is it about the Maserati that makes it popular among women?

Cini elaborated, “It’s not only the sound, of course. It’s the positioning of the car [that makes the Maserati popular] and the possibility of [having it] tailor-made.”

He recalled an instance where a customer from a Middle Eastern country came with a Chanel bag and expressed, “I want a car like this.”