Latest news with #AbdulLatifJameelMotors
Campaign ME
5 days ago
- Automotive
- Campaign ME
Jameel Motorsport on bridging racing and gaming at EWC 2025
When Munir Khoja, the Managing Director of Marketing Communications at Abdul Latif Jameel Motors, and the lead behind its Jameel Motorsport initiative, talks about the brand's presence at the Esports World Cup (EWC), he doesn't focus on products or race cars. He talks about building a bridge – a connection between the two racing worlds: the real and the digital. The EWC, currently taking place in Riyadh's Boulevard City, is the world's largest esports tournament, drawing global attention and local footfall as Saudi Arabia positions itself as a future hub for gaming and interactive entertainment. Within that context, Jameel Motorsport isn't just joining the party – it's helping define the experience. 'We are trying to be the bridge between the physical world and the digital world,' Khoja shares with Campaign Middle East. That bridge takes literal form at Jameel Motorsport Park, the brand's activation space at Riyadh's Boulevard City, where karting circuits sit next to gaming simulators and a new generation of Saudis are invited to connect with the thrill of motorsports – whether on the track or behind a screen. Jameel Motorsport's presence isn't just about tapping into gaming culture – it's about embedding the brand into Saudi Arabia's broader transformation. 'With the presence of Vision 2030 and all its strategic objectives and the programmes and opportunities that it has created gave us the better opportunity to engage with the youth and to find out the targeted audience throughout doing all of that,' says Khoja. His view is clear: motorsport is one of the most dynamic tools to reach, engage, and empower young Saudis. Jameel Motorsport's role, particularly at EWC, is to make that connection feel tangible. The brand isn't entering esports through a sponsorship badge – it's building an entire physical and digital environment that audiences can explore. From full-scale simulators to live karting, from remote-controlled cars to a full Toyota GR vehicle display, the activation is designed to meet fans at every level of interaction. 'We have remote-controlled cars, which are great for the youngest in the family. Then there's karting for anyone who is older enough to go on those karting,' he explains. In other words, the experience is designed to feel inclusive. 'It's a family-friendly environment where we're bringing everyone together.' View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) That inclusivity is a continuation of the brand's decades-long efforts. Though Jameel Motorsport is a new division, it stems from Abdul Latif Jameel Motors' 28-year legacy in motorsport and youth development. 'We started supporting Saudi youth in motorsports more than 28 years ago, beginning with Abdullah Bakhashab, who used to race in rallies,' says Khoja, referring to Saudi Arabian World Rally Championship driver from the 90's. 'After that, we moved into racing schools, youth programmes, and domestic rallies across Saudi Arabia.' Over the years, this translated into more than just cars. Abdul Latif Jameel Motors became a regular presence in professional football through partnerships with the Saudi League. The cumulative effect of these efforts – from rally racing to grassroots initiatives – laid the groundwork for the brand's current esports engagement. According to Khoja, Jameel Motorsport's continued partnership with the Esports World Cup Foundation reflects a deeper ambition to support Saudi's growing interactive entertainment sector. He sees the initiative as aligned with the country's broader goals of becoming a global hub for esports while giving local talent new platforms to express themselves. The brand's storytelling also reaches beyond the walls of the main activation at the Riyadh Boulevard. Earlier this summer, Jameel Motorsport staged a late-night cinematic stunt at Riyadh Boulevard, transforming the symbolic heart of the EWC into a drift circuit. The film – which featured two Toyota Supras drifting through the empty venue in a video game-style sequence –blurred the line between simulation and reality, nodding to the exact crossover that defines the brand's current esports approach. Back on site, the activation includes merchandising, character appearances, and entertainment for all ages. 'People will see the brand present in all our activities,' says Khoja. 'We have a merchandise corner where fans can pick up branded t-shirts.' That also includes a partnership with Sega, which adds a touch of nostalgia and younger appeal. 'This year, we have partnered with Sega – so Sonic the Hedgehog is part of the booth experience. That brings in a completely new element.' The brand set up a Sonic Racing CrossWorlds-inspired karting track that lets visitors race in karts themed around Sonic, Tails and Knuckles. But ultimately, Khoja's focus isn't on nostalgia – it's on relevance. By merging real racing with interactive play, he sees Jameel Motorsport as not just showing up where young people are but shaping how they engage.
Campaign ME
30-07-2025
- Automotive
- Campaign ME
Rally Jameel shows Saudi Arabia's strides in empowerment across the globe
Jameel Motorsport – part of Abdul Latif Jameel Motors, the authorised distributor of Toyota vehicles in Saudi Arabia since 1955 – has captured global attention through its international media campaign showcasing Rally Jameel, the first women-only navigational rally in the Middle East. Leveraging prime advertising locations worldwide, the Rally Jameel 'Driven By Her' campaign emphasised Saudi Arabia's significant strides in women's empowerment, endurance and cultural pride across the GCC region, taking messages from Saudi Arabia's Tabuk to New York's Times Square and from Jordan's historic Petra to London's Piccadilly Circus. The campaign was seen across Germany, France, the UK, the US, and South Africa, among other nations. The creative campaign by Serviceplan Arabia went beyond branding. It built a visual narrative for the fourth edition of Rally Jameel. Inspired by the Rally Jameel's five regional stops – Petra, Tabuk, AlUla, Hail and Al Qassim – the design system drew from local heritage, blending ancient carvings, desert florals, textiles and architecture into a dynamic identity that simultaneously felt both rooted and in motion. The integrated media campaign, which was spearheaded by Mediaplus Middle East and creatively driven by Mediaplus MENA, translated a bold visual narrative into global impact, communicating the the historic and progressive nature of Rally Jameel with its memorable tagline: 'First Women-only Navigational Rally in the Middle East.' The campaign garnered more than 126 million impressions and a reach exceeding 47 million unique users across pre-, during-, and post-event phases. Rally Jameel's message 'Driven by Her' echoed in Times Square, flickered across Piccadilly, and took over mobile feeds across the GCC and beyond. A core strength of the campaign was its laser-focus on female audiences. Platforms such as TikTok and Snapchat were strategically leveraged to connect with younger women. Snap delivered 11,600 clicks during the event and TikTok achieving 55,100 clicks led by audiences in KSA and Oman. Even post-event, TikTok generated 15.3 million impressions and 166,000 views, signaling sustained interest from key demographics. Key success metrics of the campaign include: 12.4 million users reached internationally in the pre-event phase, with standout engagement in Johannesburg, Paris, and Germany. in the pre-event phase, with standout engagement in Johannesburg, Paris, and Germany. 8.3 million regional users reached , powered by high-performing creatives rooted in cultural storytelling from Petra's monuments to Al Qassim's landscapes. , powered by high-performing creatives rooted in cultural storytelling from Petra's monuments to Al Qassim's landscapes. 27.8 million post-event impressions , reflecting sustained curiosity and admiration beyond the finish line. , reflecting sustained curiosity and admiration beyond the finish line. KSA led in both reach and engagement , supported by budget weight and cultural relevance. , supported by budget weight and cultural relevance. Jordan consistently delivered cost-efficiency , highlighting smart spend strategy while maximising impact. , highlighting smart spend strategy while maximising impact. YouTube's 1.4 million reach and 31 per cent view-through rate (VTR) underscored brand safety and user retention. That said, the campaign was never intended to be just about numbers. Rally Jameel's objective was to redefine what inclusion looks like on a global media stage. The elevation of Rally Jameel from a local motorsport to a cultural milestone intended to be a testament to the power of purpose-driven storytelling. Every media asset static or dynamic, regional or global was created to embody the resilience, pride, and ambition of women navigating not just terrains, but societal progress. Munir Khoja, Managing Director of Jameel Motorsport and Marketing Communications at Abdul Latif Jameel Motors, said, 'Rally Jameel celebrates the determination, skill, and ambition of women from across the globe, shining a spotlight on their achievements while setting a new standard for motorsports in the region.' 'By showcasing this story in some of the world's most iconic locations, we're reaffirming Jameel Motorsport's strong commitment to advancing women's empowerment, in line with Saudi Arabia's Vision 2030 goals of fostering progress, inclusion, and opportunity,' Khoja added. Held from April 21 to April 26, Rally Jameel covered an ambitious 1,600 kilometers of demanding terrain stretching from Petra, Jordan, to Al Qassim, Saudi Arabia, and featured 41 teams from 37 countries. By strategically choosing world-famous locations known for their international foot traffic and media prominence, Jameel Motorsport effectively positioned Rally Jameel not merely as a motorsport event but as a global cultural milestone. As a result, the campaign achieved its dual purposes: celebrating Saudi Arabia's progressive journey and extending a global invitation for broader participation. CREDITS: Client: Rally Jameel, Jameel Motorsport – part of Abdul Latif Jameel Motors, the authorised distributor of Toyota vehicles in Saudi Arabia Creative agencies: Serviceplan Arabia and Mediaplus MENA Media agencies: Mediaplus Middle East
Zawya
05-05-2025
- Automotive
- Zawya
Driving toward sustainable mobility: Abdul Latif Jameel Motors participates in Hydrogen Fuel Cell Bus Trial in Makkah
Makkah, Saudi Arabia: Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia since 1955, along with Toyota Motor Corporation and a number of supporting entities, have participated in the second hydrogen fuel cell bus trial across Makkah. The initiative was launched by the Royal Commission for Makkah City and Holy Sites in collaboration with the Ministry of Energy and several relevant entities, marking another exciting chapter for green mobility in Saudi Arabia. Abdul Latif Jameel Motors played a pivotal role in supporting the trial by providing the Caetano Gold bus in Makkah and conducting specialized training for the fire department on the safe operation and handling of hydrogen technology, ensuring the project's success and the safety of the involved teams. The Caetano Gold is powered by Toyota's own emissions-free hydrogen fuel cell stack and was produced by CaetanoBus SA, a part of the Portugal-based Salvador Caetano Group, which is a long-standing partner of Toyota. With 400 km of autonomy under the weather conditions of the region, after a single refuel of under 10 minutes, which makes it more practical for commercial buses with high operating rates. Caetano Gold represents another milestone in the pursuit of environmentally friendly public transport solutions by reducing the environmental footprint of city buses. This initiative stems from Toyota's multi-pathway approach to achieving carbon neutrality. It aims to provide diverse sustainable mobility options that suit the needs of its many global markets, including fuel cell electric vehicles (FCEVs) like the Toyota Mirai, hybrid electric vehicles (HEVs), plug-in hybrid electric vehicles (PHEVs) and battery electric vehicles (BEVs). Mazin Ghazi Jameel, Managing Director of Toyota Marketing Operations, Abdul Latif Jameel Motors, said: 'Supporting this landmark trial in Makkah, a city of immense significance for millions of Muslims worldwide, fills us with great pride. This initiative reflects our commitment to promoting fuel cell technology and establishing Saudi Arabia as a key contributor to sustainable mobility. By providing environmentally friendly vehicles, we continue to align with Saudi Vision 2030 and Toyota's Multi-Pathway approach to achieving carbon neutrality.'
Associated Press
27-04-2025
- Automotive
- Associated Press
Reem Al Aboud and Hanna Riehle Crowned Champions of Rally Jameel
BURAYDAH, Saudi Arabia, April 27, 2025 /PRNewswire/ -- Rally Jameel, the first women-only navigational rally in the Middle East, has successfully concluded its fourth edition, marking a historic milestone with its first-ever cross-border expansion, kicking off in Petra, Jordan. The closing ceremony was held in Al Qassim under the gracious patronage of His Royal Highness Prince Dr. Faisal bin Mishaal bin Saud bin Abdulaziz, Governor of Al Qassim Province. Reem Al Aboud from Saudi Arabia and Hanna Riehle from Germany, representing Jameel Motorsport and driving a Toyota Land Cruiser Prado, secured first place. Mashael Alhowaish from Saudi Arabia and Taye Perry from South Africa, competing for Lexus Racing Team in a Lexus RX 500H, claimed second place. In third place came Farah Zakaria and Farah Ateyyat, both from Jordan, representing Al Markazia Toyota and driving a Toyota Fortuner. Organized by Jameel Motorsport, part of Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabic since 1955, with the support of the FIA Women in Motorsport and the Saudi Automobile and Motorcycle Federation (SAMF), this year's edition brought together 41 teams representing 37 countries and 25 motorsport federations. Over six days and more than 1,600 kilometers, participants followed a route that blended technical challenge with cultural discovery, passing through Petra, Tabuk, AlUla, and Hail, before culminating in Al Qassim. The rally tested skill and endurance while reaffirming Saudi Arabia and Jordan's standing as global destinations for adventure tourism and motorsport. Munir Khoja, Managing Director of Jameel Motorsport and Marketing Communications at Abdul Latif Jameel Motors: 'Rally Jameel continues to push boundaries, redefining what's possible in motorsport and beyond. As a Saudi-born initiative, it's deeply rewarding to see how the rally has evolved into a global platform, reflecting the values of ambition, progress, and empowerment that lie at the heart of Vision 2030. Every year, we witness more women daring to lead, navigate, and inspire. Congratulations to all the participants for their spirit, determination, and sportsmanship.' Reem Al Aboud said: 'Standing at the top of the leaderboard today is an incredible honor—and a reflection of every decision, calculation, and moment of resilience. Rally Jameel pushed us beyond our limits and united a global community of women boldly claiming their place in motorsport. I'm proud of what we achieved—and proud to bring this win home.' Contact - Habib El Joukhadar, [email protected], +971 52 502 6834 Photo - View original content to download multimedia: SOURCE Rally Jameel 2025
Malaysian Reserve
23-04-2025
- Automotive
- Malaysian Reserve
Breaking New Ground: Rally Jameel 2025 Kicks Off in Jordan
PETRA, Jordan, April 23, 2025 /PRNewswire/ — Rally Jameel, the first women-only navigational rally in the Middle East, officially kicked off in the iconic city of Petra, Jordan, marking the official start of its highly anticipated fourth edition and its first-ever cross-border expansion. Spanning five days and covering a 1,600-kilometer route across two countries, this year's rally represents a historic expansion beyond Saudi Arabia. The route begins in Petra, one of the New Seven Wonders of the World, and winds through the cities of Tabuk, AlUla, and Hail, before concluding in Qassim, offering participants a once-in-a-lifetime adventure through ancient trade routes, dramatic rock formations, and winding mountain ranges. The rally features 41 teams from 37 countries, as four originally registered teams encountered minor logistical and registration hurdles that prevented their final confirmation. More than a motorsport event, Rally Jameel is a platform for empowerment and inclusion, spotlighting the growing role of women in the world of rallying and adventure sports. As a Saudi-born initiative, it has evolved into a globally recognized event, reinforcing Saudi Arabia's role in shaping the future of motorsport and positioning the region as a hub for culturally rich adventure tourism. Munir Khoja, Managing Director of Jameel Motorsport and Marketing Communications at Abdul Latif Jameel Motors, said: 'The launch of Rally Jameel 2025 in Petra marks a pivotal step in our ambition to elevate women's motorsport and expand Saudi Arabia's presence on the global sporting stage. As we expand beyond borders, we remain committed to empowering women through world-class sporting opportunities that challenge and inspire, in line with Vision 2030. This year's edition reflects the spirit of exploration, resilience, and cross-cultural connection that has always defined Rally Jameel, and we are extremely proud to support this journey and the incredible women driving it forward.' Zaid Balqez, Chief Executive Officer of Jordan Motorsport said: 'Hosting the launch of Rally Jameel here in Petra is a proud milestone for us, one that underscores the strength and potential of regional partnerships. Our collaboration with Jameel Motorsport reflects a shared vision to elevate the profile of motorsport across the region, not only as a competitive discipline, but as a platform for empowerment, cultural exchange, and adventure tourism. Together, we aim to create a more inclusive and globally connected motorsport ecosystem that positions the Middle East as a leading destination for world-class sporting experiences.' Contact:Email: Mobile: +971 52 502 6834 Photo –
