Having enabled women to drive in 2018, Saudi Arabia now hosts Rally Jameel, a women-only rally that unfolds across a landscape of stunning natural beauty.
Starting at a World Heritage Site
After the first three editions were held in Saudi Arabia, this year Rally Jameel also partnered with neighboring Jordan.
Incredibly, the starting point was the World Heritage Site of Petra! Epic!
Behind this border-spanning effort lies the organizers’ desire to make the event more global with each iteration. Among several candidates, Jordan was selected for three reasons.
1. Historical ties between Saudi Arabia and Jordan
The Nabatean Kingdom flourished from around the second century BCE to 106 CE. Centered on Petra in Jordan, its culture and technology spread down to northwestern Saudi Arabia. This region includes AlUla, which is home to many examples of the rock-cut architecture found in Petra.
2. Middle East motorsports pioneer
Jordan boasts one of the longest motorsport histories in the Middle East. In 2008, it became one of the region’s first countries to host the World Rally Championship (WRC).
As in Saudi Arabia, the sport enjoys local popularity; combined with extensive infrastructure, this makes Jordan an ideal host nation.
3. Friendly partnerships
Like Abdul Latif Jameel Motors, Central Trade and Auto Company in Jordan imports and sells Toyota and Lexus vehicles. The company has also made sustained efforts to create GR fans, especially among young people, through e-sports competitions and other events. They proved incredibly supportive of the Rally Jameel proposal and were a reassuring presence when it came to staging the event across two countries for the first time.
Nadim Haddad, the CEO of Central Trade and Auto Company, shared his thoughts ahead of this year’s Rally Jameel.
Nadim Haddad, CEO, Central Trade and Auto Company
Given Rally Jameel’s focus on women’s empowerment, I think Petra, where women are believed to have held strong authority, was an appropriate starting point.
We want participants from around the world to experience the spirit of hospitality and the kindness of our local people. Some may think of the Middle East as a hostile or unwelcoming place. If Rally Jameel can change such perceptions and make them see Jordan and Saudi Arabia as a second home they can always return to, that would be a great success!
Amazing Akio!
The idea that giving women opportunities to enjoy driving through rallies would accelerate their empowerment was rooted in Vice Chairman Hassan’s own experience.
Hassan Jameel, Vice Chairman, Abdul Latif Jameel, Saudi Arabia
I was truly stunned by the fact that Chairman Akio Toyoda personally took the wheel and competed in races. Given how physically demanding motorsport is, and the pressure of timed racing, this is no mean feat.
I think this is about more than just showing support for grueling motorsports—the hands-on approach of actually sitting in the driver’s seat under the name “Morizo” speaks to his dedication to truly understanding cars. His passion had a profound effect on everyone involved with Toyota, including us.
I then had an opportunity to learn how to drive a rally car with a professional driver, and that day was the most fun I’ve had in my life. I remembered the excitement of driving a car, which I had forgotten. After that, I began training in Saudi Arabia.
Off-road driving and navigation rallies in the desert are not easy. Just as Chairman Akio inspired me and rekindled my motivation to push myself, I believe this challenge will empower women.
“I want the world to see that Saudi Arabia is an open country,” Vice Chairman Hassan added with a warm smile.
In the second part of this report, we will finally see how the GR staff went in Rally Jameel!
Feature: The History of Toyota and Abdul Latif Jameel Motors
In 1945, Abdul Latif Jameel was established in Jeddah, Saudi Arabia, by the late Abdul Latif Jameel, grandfather of the current Vice Chairman, Hassan Jameel. Driven by an entrepreneurial spirit, he explored a variety of business ideas before laying the groundwork for what would become a leader in the mobility industry known for its vision and commitment to growth.
Seeing an opportunity to bring connection and growth to his homeland through transportation and mobility, the late Abdul Latif Jameel turned his attention to Japan’s auto industry. One of his friends recommended a company called Toyota Motor Co. He contacted them, asking if he could purchase sample vehicles to gauge the market’s response. This resulted in four Toyota BJ all-terrain vehicles making their way to Saudi Arabia.
Through these efforts, and after obtaining the right to be the authorized distributor of Toyota in Saudi Arabia in 1955, the late Abdul Latif Jameel established the building blocks for what is now known as Abdul Latif Jameel Motors. At the time, the Toyota name was still unknown in the country, but he decided to take a chance on this little automobile company from Asia.
The late Abdul Latif Jameel initially imported ten Land Cruisers, managing to sell just five in the first year. The business then began to expand. Through hard work, he continued to build up expertise in automotive sales, while the quality of Toyota’s offerings also steadily improved.
Led by the Land Cruiser, which can reliably handle even sandy and rugged, rocky terrain, Toyota cars found their way into the most remote corners of Saudi Arabia, playing a major role in the country’s development. Later, Abdul Latif Jameel Motors became one of the leading independent Toyota distributors in the world, providing premium services and products for its guests across Saudi Arabia.
Today, Jameel Motorsport, part of Abdul Latif Jameel Motors, is also a major sponsor of ROOKIE Racing. Having come to observe the Super Taikyu Fuji 24 Hours Race in Oyama, Shizuoka, over many years, Vice Chairman Hassan Jameel jumped at the chance to support the team.
Hassan Jameel, Vice Chairman, Abdul Latif Jameel
When I heard about sponsoring ROOKIE Racing, I couldn’t pass up the opportunity.
As we learned from Toyota, there are diverse approaches to cars, serving the different requirements, demands, and markets around the world. In sponsoring ROOKIE Racing, I wanted to understand these diverse approaches and learn about the process of making ever-better cars through motorsports.
We also share the conviction that “roads build people and cars.” When it comes to pursuing these words in practice, there is no better partner than ROOKIE Racing.
As we finished up, Vice Chairman Hassan told us, “We are truly grateful for this strategic relationship.”