Female ownership of full-size pickups in the GCC has more than doubled over the past three years, according to General Motors Middle East, which reports a growing shift in truck buyer demographics alongside record sales performance.
In the first half of 2025, GM’s Chevrolet and GMC pickup sales rose 18% year-on-year — the best first-half result since 2017. The company also recorded its highest-ever market share in the segment, surpassing 46% in the Gulf.
While male buyers still dominate the segment, women are increasingly drawn to pickups for their elevated driving position, safety features, versatility, and bold design. In 2024, women represented 9% of all GM truck customers in the GCC, with Kuwait leading at 13%, followed by the UAE at 9% and Qatar at 7%. A third of GMC Sierra owners in the UAE are now middle-aged Emirati women, while ownership among Emirati women aged 20–29 has surged by 50% year-on-year.
“Off-roading in the Gulf is a rite of passage as youth begin to adopt the lifestyles of their parents, the desert becomes more than terrain and an adrenaline rush. It becomes a tradition. This is evident in the trends we are seeing of youth reaching 20 to 35% of our customer base in the last few years,” said Furrukh Jawaid, Chief Marketing Officer at General Motors Africa and Middle East. “Off-roading in the region is evolving into a cultural tradition, and our trucks are connecting with a new generation of drivers who value both performance and lifestyle appeal.”
The trend coincides with the launch of Chevrolet and GMC Truck Mania, a 30-day sales and experience campaign running across the UAE, Saudi Arabia, Kuwait, Oman, and Qatar from 13 August to 13 September.
“Truck Mania is bringing GM’s most capable trucks to the forefront with compelling offers and experiences that reflect the evolving expectations of today’s customers,” added Jawaid.
The event will showcase models including the Chevrolet Silverado, GMC Sierra, GMC Canyon AT4X, and the all-electric GMC HUMMER EV SUT, offering tailored test drives, product consultations, and seasonal value offers.
“Pickups have grown beyond their traditional role as workhorses to become expressions of style, performance and heritage,” added Rohan Fernandes, Managing Director of Commercial Operations at General Motors Africa and Middle East.
“The growing demand for our world-class pickups from Chevrolet and GMC are visible as we witnessed a surging market share in the first half of 2025 of over 46% as we continue to empower more customers across the Gulf to take up off-roading, road-tripping adventures, reconnecting with the outdoors or making use of its capabilities for day-to-day needs.”
