Uber in Saudi Arabia has launched its first global “Women Preferred View” feature which allows female drivers to choose the gender of their passengers.
The launch of the feature comes after the launch of Uber’s initiative, Masaruky, which aims to boost women’s involvement in the workforce by giving access to affordable transportation and to provide part time jobs in Uber.
Tino Waked, General Manager of Uber Middle East and North Africa told Harper’s Bazaar 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. 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.”
Being mindful of Saudi Arabia’s culture, Uber launched the feature as a response to the feedback they have received from female Uber drivers in Saudi Arabia.
“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.
Last year, Uber has tested the feature through a pilot run which gained popularity urging them to launch it as a mainstay option.
