It's not an emerging market, either, like China or some people's perception of India. It's also relatively stable. No firms reveal precisely how many luxury vehicles they sell in the GCC, though shipping figures suggest that a mere 10,000 official units entered the region last year. Of the six states, Saudi is regarded by Ford as the most crucial market. It has consumers predisposed to luxury with an inclination for United States' brands.
Saudi consumers are very aware and have high standards.
Benintende estimates that overall Ford commands an eight per cent share of the market in Saudi Arabia. By contrast, the UAE is perceived to be the region's toughest market. Competition in the Emirates is very tough. The huge expatriate population has its own favourite motor manufacturers. Their most effective way to cement customer loyalty is to offer value for the luxury car owner - who has a very high level of expectation.