A new study by General Motors (GM) has revealed that 80% of car buyers in the Middle East and North Africa prioritize vehicle safety and accessibility.
Conducted across the UAE, Saudi Arabia, and Egypt, the research highlights shifting consumer trends and expectations, particularly in the areas of safety features and accessibility.
Safety: Top concern for buyers
Safety is the number one priority for car buyers in the region, with 89% of respondents listing it as the most important factor in their vehicle choice.
This is followed by affordability (86%) and aesthetics (83%). In addition, a growing demand for accessibility features—such as power-adjustable seats, swivel seats, and blind-spot monitoring—has been noticed, particularly among the elderly and people of determination.
The study also reveals a strong interest in automotive safety education, with nearly half of respondents, especially GenZ (61%), having participated in safety training. Furthermore, 45% expressed interest in learning defensive driving and hazard avoidance techniques.
General Motors has long been committed to making vehicles more inclusive. The company, in partnership with the UAE-based SEDRA Foundation, has taken steps to understand the needs of individuals with visible and non-visible disabilities.
Car clinic in Abu Dhabi
The two organizations recently hosted a car clinic in Abu Dhabi, where GM showcased its vehicle safety and accessibility features, such as those found in the Chevrolet Traverse, GMC Yukon, and Cadillac Escalade.
Jack Uppal, President and Managing Director at GM, said, “We are proud to lead the charge in making vehicles more accessible for everyone. Our collaboration with SEDRA Foundation is just one example of how we are building a more inclusive future, ensuring our vehicles cater to all.”
Reem Al Fahim, CEO of the SEDRA Foundation, added, “We are thrilled to work with GM to make motoring accessible for all, especially people of determination. The insights we received at the car clinic will help us enhance accessibility in the automotive industry.”
According to the study, 56% of consumers believe car manufacturers should take the lead in developing new technologies to improve vehicle safety and accessibility. While 49% feel that dealerships are adequately trained to assist people of determination, there is still room for improvement.
In response to this, GM is making strides by offering specialized In-dealer Technologists who support awareness and education about vehicle technologies. GM’s OnStar system, which has been a leader in in-vehicle safety technology for over 25 years, also continues to offer drivers a range of innovative services, including connectivity, safety, and entertainment features.
Looking ahead
Looking to the future, Jack Uppal emphasized GM’s commitment to inclusivity: “We are dedicated to ensuring that our vehicles meet the diverse needs of all customers in the region. Our customer-focused strategy will drive us to invest in research and technologies that enhance safety and accessibility for everyone.”
tanvir@dubainewsweek.com
