In the build-up to International Women’s Day, Chevrolet pays tribute to the Women of Saudi Arabia following the historic driving ban lift decree by His Majesty King Salman bin Abdulaziz Al Saud of Saudi Arabia.
Revealing its #UpToMe campaign for KSA through an emotional short video involving Saudi Women; Chevrolet recognizes that the real milestone is that women can now decide to either get behind the wheel or not.
Molly Peck, Chief Marketing Officer at General Motors Middle East, said: "Engrained in the Saudi community for over 90 years now, Chevrolet has been a constant companion providing dependable means of transport to both men and women in the Saudi Kingdom. We are extremely proud of that heritage and greeted His Majesty’s announcement last year with optimism."
Speaking about the initiative, she continued: "With #UpToMe, Chevrolet recognizes Saudi women’s new-found possibility to decide, and it emphasizes that from this June onwards, it’s up to them."
The #UpToMe short video features real Saudi women answering one question: "Will you drive come June 2018?" Their answers underline a powerful choice of words that express their own decision.