Bloomberg Businessweek

Driving the Market

Luxury automakers are finally realizing the scale of female buying power—and changing their tactics accordingly.

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

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