Luxury Automakers Are Finally Discovering the Power of Women Buyers

Until recently, the long-wheelbase Rolls-Royce Phantom was the perfect car for a woman of means in Saudi Arabia. At 20 feet long, it appealed to those who, in accordance with Shariah law, preferred to remain distant from their male driver. But now that Saudi women will be able to legally operate vehicles, as of June 24, 2018, smart observers expect the 3-ton $450,000 V-12 coach to be overtaken in popularity by something rather more fun, such as the sporty two-door Rolls-Royce Wraith. (That car costs $320,500—no one is expecting these women to scrimp.)

“Now it’s personal,” says Rebecca Lindland, an executive analyst at Kelley Blue Book Co. who lived in Saudi Arabia for two years to study car-­buying habits. “Before, those cars had a practical purpose. Now, with women driving, I can see them definitely showing so much more personality through their purchases.”