The popular auto-magazine ‘Wheels’ is set to launch its translated version in Arabic language. Al Nisr, the publisher of Wheels magazine plans to launch only the print version of this magazine initially. Website and apps will be added in the longer run. Al Nisr plans to print 13,000 print copies of magazine weekly. According to the company, there is high demand of quality auto magazine for native Arabic speakers in the gulf so launching Arabic language version of Wheels will be able to fill this gap in the gulf market.
Wheels launched its first magazine in the year 2005 in English language. It has picked up a significant pace in the market owing to its high-quality content, photography, designs, entertaining tone and accessibility.
Despite the fact that UAE has cosmopolitan cities, Arabic language and culture is still an important connection between the non-Arabic speaking world and locals. According to an article published by UAE’s largest English Newspaper, Gulf News, Arabic language is one of the important ways to establish trust and build understanding in both social and business structures in UAE. Abu Dhabi and Dubai are the two largest cities in UAE which host several programs to promote Arabic language learning. Sharjah which is known as the cultural capital of the UAE has numerous schools and institutions for studying Modern and Gulf Arabic (native language of the locals in UAE).
Wheel’s Arabic language translation in UAE therefore comes as a strong strategy to access locals and Arabic speaking population in the world.