Complex Made Simple

Toyota reiterates its commitment to safety with new test drive campaign

In an initiative aimed at reinforcing the peace of mind and confidence in the Toyota brand and its safety credentials as highlighted by the new “Akeed” tagline, a unique safety test drive called “Stars on the Street” was conducted in Jeddah to create a safer driving culture and showcase the same to media by combining elements of safety and fun. The initiative was carried out by Abdul Latif Jameel, Toyota’s authorized distributor in Saudi Arabia.

Toyota ALJ teamed up with ADAC Automobile Club to conduct this new safety test drive campaign in Jeddah. ADAC (Allgemeiner Deutscher Automobil-Club e.V.) is Germany’s and Europe’s largest automobile club with more than 18 million members. The test drives featured a line-up of current models including the Aurion, Avalon, Camry, Corolla, Yaris, Toyota 86, RAV 4, FJ Cruiser, Land Cruiser, and the Prado.

Toyota prioritizes safety in everything it does and is committed to the development of responsible transportation solutions with safety as its number one priority. Toyota develops safe vehicles and technology based on the “Integrated Safety Management Concept” i.e. linking/integrating the different safety technology systems equipped on its vehicles and assisting the driver in each stage of driving.

According to Nobuyuki Negishi, Chief Representative of Middle East & North Africa Representative Office, Toyota Motor Corporation, “This new campaign is in line with Toyota’s new marketing approach in the region to create a sense of certainty and reassurance with ownership of a Toyota product through our commitment to safety. Our new brand tagline Akeed reflects this new direction which encompasses the highest level of trust and satisfaction reposed in the brand by our customers. This is just one of the many initiatives that Toyota is looking at to create a more rewarding experience for them as part of our Customer First philosophy.”

“This campaign was designed to educate our customers on how to handle their cars correctly in addition to helping them benefit from the safety features of their cars as a first step in ensuring their safety. That’s why we were especially pleased to work with ADAC in conducting these safety test drives as the club is widely recognized for its expertise in this area,” said Eng. Adel Ezzat, Managing Director of Marketing at Abdul Latif Jameel. “We believe that people learn best when they are having fun and that’s why we combined the elements of safety and fun to create this unique experience.”

Mr. Ezzat added, “Our safety test drive was all about how to ensure safety in ordinary conditions as well as in critical situations. In corporation with ADAC, we showed the participants how to handle these critical situations and how the cars would react without certain safety features which are available in Toyota and they greatly appreciated the entire experience.”

Backed by a policy of ‘the customer comes’ first, ALJ’s stewardship of Toyota brands in Saudi Arabia is supported by a kingdom-wide sales and service network that is renowned for its commitment to excellence at every level.

For more information please contact:

Ismail Yagan
Public Relations Manager
Toyota Middle East & North Africa
Tel: +971 4 2993875

Walid Majzoub
Tel: +971 4 3672530
TRACCS 24/7 Media Hotline: +97150 9448389