Automotive showrooms and dealerships in the Middle East roll out promotional offers and increase their advertising budgets during Ramadan.
For the past few years, the holy month has also coincided with their end-of-season sales, as they get rid of old stock in preparation for new arrivals.
“New models will come around October and November,” Mohammed Dajani, a marketing executive at a Dubai-based dealership, told Al Arabiya.
“Around three years ago, offers and promotions were to get rid of old stock, but now the offers have become associated with the month of Ramadan, and it has become a trend,” Walid Ismail, a sales executive for Toyota at al-Futtaim Motors, told Al Arabiya.
Most offers do not include price discounts, but rather a list of added benefits, including no interest on financing for up to five years, and a delay in the first payment instalment.
For the first time, Toyota is offering price discounts in the United Arab Emirates this Ramadan.
“There’s a 5 - 10 percent discount on prices, as well as giveaways including iPads, iPods etc,” Ismail said.
Each year, Ramadan takes place 11 to 12 days earlier than the previous year, so it will not always coincide with automotive brands’ annual clearance time. Dealerships say this is not a problem.
“We’ll do other offers and promotions to attract the customer,” Ismail said.