Abdul Latif Jameel Motors champions Toyota’s SUV lineup through exciting offroad initiative
- Immersive offroad initiative with activations across Riyadh, Jeddah, and Dammam
- The weekend-based activity offers a thrilling experience for a wide variety of guests
Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia since 1955, has kicked off the second edition of its offroad initiative, an immersive offroad driving experience designed to engage guests and showcase the real-world capabilities of Toyota’s SUV lineup in Saudi Arabia’s desert terrains. The activation takes place on weekends, where it initially started in Riyadh, and will continue through Jeddah before concluding in Dammam on 24 January 2026.
The multi-city activation is designed to engage guests through Toyota’s SUV lineup in fun and exciting ways, offering a hands-on opportunity to experience vehicle performance, control, and versatility in Saudi’s desert terrain. The lineup includes a wide range of Toyota SUV models, which include the Land Cruiser HEV Max, a hybrid vehicle built for performance. Beyond the offroad drives, the activation offers a welcoming weekend setting with supporting activities suitable for families and younger guests, creating a well-rounded experience for visitors of all ages.
Building on the success of its inaugural edition, which welcomed more than 4,500 participants and attracted over 10,000 attendees across its duration, the second edition continues to focus on meaningful guest engagement through interactive and experiential driving activities while emphasizing safety, trust, and enjoyment. Through this approach, Abdul Latif Jameel Motors champions Toyota’s offroad legacy while creating an experience that further connects guests with Toyota’s renowned SUV lineup.
Shahad Nassier, Managing Director of Marketing Communications at Abdul Latif Jameel Motors, said:
“Following the strong response to the inaugural season, the return of this offroad experience allows us to continue engaging our guests in an authentic and exciting way. In this second edition, we have further refined the driving routes and elevated the overall experience to better serve our guests and their families. By bringing Toyota’s SUV lineup into real desert environments, we provide an opportunity for guests to experience vehicle performance firsthand, while reinforcing the values of reliability and capability that have long defined Toyota’s presence in Saudi Arabia.”
Through this multi-weekend activation, Abdul Latif Jameel Motors continues to focus on experiential initiatives that deepen guest relationships, support informed vehicle choice, and reflect its ongoing role in delivering reliable and diversified mobility solutions across the country, in line with Saudi Vision 2030.
Guests interested in participating in the offroad experience can register for the upcoming activations in Jeddah on 9-10 January, followed by Dammam on 16-17 and 23-24 January, through Abdul Latif Jameel Motors’ official social channels: Instagram, X, and Facebook.
Added to press kit
