Lexus, MBC Media launch campaign to promote Saudi space mission

Riyadh : Lexus, in partnership with MBC Media Solutions, has unveiled an innovative digital campaign aimed at promoting Saudi Arabia’s ambitious space mission, resulting in an immense surge of online viewership and engagement.This historic venture witnessed the Kingdom's inaugural space travelers, Ali Al-Qarni and Rayyanah Barnawi, alongside the pioneering Arab Muslim female astronaut, embarking on a remarkable journey to the international space station and successfully returning.To disseminate the remarkable odyssey, an extensive promotional campaign was unveiled on MBC Group's Twitter platform, attracting a staggering 9.9 million viewers and achieving an impressive view rate of 41 percent, along with 28.8 million impressions.This strategic alliance aimed to highlight the Kingdom's significant contribution to the realm of space exploration, with the corporation fervently endorsing the ten-day scientific mission.The scientific expedition, conducted aboard the International Space Station, encompassed a remarkable array of 14 pioneering experiments, focusing on diverse areas such as the brain and nervous system (six experiments), immune cells (four experiments), and cloud seeding technology (one experiment).Mazin Jameel, Marketing Managing Director, Abdul Latif Jameel Motors – Lexus, said: “We are proud to have been a part of promoting this historic space mission that comes in line with one of Vision 2030’s objectives of transforming the Kingdom into a knowledge-based economy . This milestone underlines Saudi Arabia’s continued efforts to position itself as a regional and international hub in the field of space science and technology. At Lexus, we have always embraced innovation, excellence, and the pursuit of extraordinary experiences. This corporation represents our commitment to supporting initiatives that push boundaries and inspire the next generation of leaders in science and technology.”

Toyota, Abdul Latif Jameel Motors, and SAMF delve into motorsports possibilities

Jeddah: Representatives from Abdul Latif Jameel Motors, an authorized distributor of Toyota vehicles in Saudi Arabia since 1955, and the Saudi Automobile and Motorcycle Federation (SAMF) have successfully completed a visit to key TOYOTA GAZOO Racing (TGR) facilities in Japan to explore opportunities in motorsports aimed at strengthening the Saudi motorsports ecosystem by leveraging Toyota Motor Corporation’s (TMC) extensive knowledge in the field, as well as supporting the Kingdom’s Vision 2030 sustainability goals by learning more about Toyota’s Multiple Pathway approach to carbon neutrality.A delegation including His Royal Highness Prince Khalid Bin Sultan, Chairman of SAMF, and Munir Khoja, Managing Director of Marketing Communication at Abdul Latif Jameel Motors, was taken for a special tour of TMC facilities involved in the development of sports vehicles. These included the TGR factory and Shimoyama Proving Ground, a testing facility that supports the Company’s research and development efforts.Productive discussions took place on increasing GR vehicles’ participation in motorsports in Saudi Arabia, including the Saudi Toyota Championship. Organized by SAMF, the Championship is the largest of its kind in the Kingdom and features a diverse line-up of events such as rallies, drifting, time attack, autocross, drag racing, and hill-climbing. Spanning seven cities including Riyadh, Jeddah, Dammam, Asir, Al Baha, Qassim, and Hail, the Saudi Toyota Championship represents a qualitative leap in the world of local racing that has attracted over 300 participants to date.His Royal Highness Prince Khalid Bin Sultan, Chairman of the Saudi Automobile and Motorcycle Federation, said, “The tour of the TGR factory was a truly transformative experience as we witnessed TMC’s latest carbon-neutral technology and their bold steps towards a decarbonized society. We are excited about the potential of climate-conscious vehicles to revolutionize the Kingdom's motorsports scene and look forward to exploring further opportunities for grassroots motorsports initiatives and the advancement of carbon-neutral technology in our country.”TGR was established in 2015 ?to consolidate Toyota’s motorsports activities under one in-house brand and represents a fundamental pillar of the company’s commitment to ?creating ‘ever-better’ cars. The TGR team actively participates in numerous different forms of motorsports ?including the FIA World Endurance Championship (WEC) and the FIA World Rally Championship (WRC). In recent years, TGR has found great success in these events with eco-friendly vehicles such as the GR YARIS Rally1 Hybrid and the GR010 Hybrid, including winning the legendary 24 hours of Le Mans endurance race an incredible five times in succession. Toyota harnesses the experience gained under the extreme ?conditions of motorsports to forge new ?technologies and solutions, with the goal of bringing the freedom, adventure, and joy of driving to everyone.Made for motorsport enthusiasts by motorsports enthusiasts, Toyota’s GR line-up represents the embodiment of climate-conscious sports vehicles. Abdul Latif Jameel Motors offers an extensive range of GR models to customers in the Kingdom including the Land Cruiser, Supra, Hilux, and GR86.Munir Khoja, Managing Director of Marketing Communication at Abdul Latif Jameel Motors, said: “As part of our strategic relationship with both TMC and SAMF, Abdul Latif Jameel Motors is committed to promoting the Kingdom’s Vision 2030 goals and initiatives towards a greener future. Our recent conversation with TMC was of utmost importance as we discussed innovative solutions to support the electrification of more vehicles in Saudi Arabia. TMC's dedication to realizing hybrid and hydrogen fuel cell cars aligns with our values and our mission to improve mobility in the Kingdom. We look forward to celebrating these special moments and promoting sustainable mobility for all.”The guests also visited the facilities of Rookie Racing, a private team owned by TMC Chairman Akio Toyoda. Rookie Racing’s participation in a series of grueling endurance races with a hydrogen-powered GR Corolla exemplifies TMC’s Multiple Pathway approach and passion for making ‘ever-better cars’ through motorsports.Toyota’s Multiple Pathway approach to carbon neutrality offers customers the choice of various vehicle powertrain technologies, including Hybrid Electric Vehicles (HEV), Plug-in Hybrid Electric Vehicles (PHEV), Battery Electric Vehicles (BEV), and Fuel Cell Electric Vehicles (FCEV). This enables customers to select cleaner and greener mobility options based on their economic circumstances, locally available energy sources, charging infrastructure readiness, industrial policies, and usage needs.Akitoshi Takemura, Regional CEO of Toyota Motor Corporation, commented: “As our Chairman Akio Toyoda has said, Toyota believes that ‘carbon is the enemy.’ Our Multiple Pathway approach provides an excellent fit with the drive to achieve carbon neutrality in Saudi Arabia, where diversifications across multiple sectors including the country’s energy resource strategy are underway in line with the objectives of the Kingdom’s Vision 2030.”Takemura continued: “Toyota, together with SAMF and Abdul Latif Jameel Motors, supports these goals not only by providing cars to motorsports enthusiasts, but also by establishing communities where car lovers can gather and tomorrow’s talents can grow. We remain committed to shaping a more sustainable tomorrow fueled by our passion for developing ‘ever-better cars’ through motorsports that are fun to drive, while at the same time focusing on sustainable mobility to ensure that no one is left behind.”Abdul Latif Jameel Motors has worked together with Toyota Motor Corporation since 1955 to deliver a premium automotive ownership experience and world-class aftersales services in Saudi Arabia. Leveraging decades of expertise across the mobility value chain, Abdul Latif Jameel Motors remains committed to continually enhancing its products and services to meet the evolving needs of customers across the Kingdom.