Uber launches “women preferred” option for drivers in Saudi Arabia
Uber has launched a new “Women Preferred View” feature for its female drivers in Saudi Arabia, which provides them with a choice in selecting a preference to be connected to women riders.
The Women Preferred feature is a global first for Uber and has been officially launched after undergoing a pilot run last year. Thanks to its popularity it has now been incorporated as a full-fledged feature exclusive to women drivers in Saudi Arabia.
The launch of this unique feature comes on the back of Uber’s Masaruky initiative that aims to increase female participation in the workforce through access to affordable transportation, in addition to increasing the access of women to flexible, part time economic opportunities through the use of Uber technology.
The newly introduced feature is designed to meet growing interest from Saudi women seeking to benefit from the flexible economic opportunity that Uber provides, and is a sign of the company’s ongoing efforts to be mindful of the cultural landscape in Saudi Arabia.
“Last year we announced the launch of Masaruky, an initiative aimed towards empowering women with economic opportunities by providing accessible transport solutions. We have seen an incredible response in the Kingdom thus far,” said Tino Waked, general manager of Uber Middle East and North Africa.
“As part of this initiative, this newly introduced feature will open new doors and opportunities for women as Uber driver-partners, while being conscientious of local cultural norms,” he added.
Uber says it launched the feature in response to the feedback received from women drivers in Saudi Arabia. “We are committed to always being thoughtful of how we can improve their experience driving on the app. This is just the start, and we will continue working with experts to leverage our external research as we move forward to ensure that this is in the best interest of women driver-partners in the Kingdom,” he added.
The new feature was introduced after months of research to understand the perspectives of Saudi women on transport and driving, followed by a pilot run last year.
Uber’s research, carried out in collaboration with Ipsos, in February 2018 found almost 31% of those surveyed indicated that they were interested in driving as an earnings opportunity.
In a more recent study, the company also found that 74% of prospective women drivers interviewed would only be interested in driving women riders.