Ford trains 1,600 motorists in Mideast, Africa in 2018

Ford hosted the global debut of its Driving Skills for Life for Her (DSFL) program in Jeddah. (Photo/supplied)
Updated 11 December 2018
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Ford trains 1,600 motorists in Mideast, Africa in 2018

Ford Driving Skills for Life (DSFL) has wrapped up a successful 2018 having added programs in two new markets — Morocco and Madagascar — as well as having launched a women-only program in Saudi Arabia. The training program reached more than 1,600 inexperienced motorists in 10 cities around the Middle East and Africa.

Providing free training and instilling safe driving practices, the DSFL program offered an opportunity to gain experience in the four main primary driving skills: Hazard recognition, vehicle handling, speed management, and space management.

This year, Ford DSFL was run in the UAE (Dubai), Kenya (Nairobi), Uganda (Gulu Town), and four cities in South Africa (Cape Town, Port Elizabeth, Rustenburg, and Pretoria), while Casablanca welcomed Morocco’s first-ever DSFL for three days of training in October. 

Antananarivo in Madagascar also joined the DSFL family when it played host to 50 members of the media, and a train-the-trainer for distributor staff, in September, becoming the eighth market in sub-Saharan Africa alone to benefit from the introduction of Ford’s program.

In addition, on its return to Jeddah, Ford hosted the global debut of its DSFL for Her, a new customized version of Ford’s award-winning safe-driving initiative, helping to build confidence behind the wheel as participants in the Kingdom prepared to be among the first-ever women to be issued a driving license in the country.

The DSFL for Her course followed the landmark decision last year, as decreed by King Salman to lift the ban on females driving in Saudi Arabia.

“Safety continues to be a key priority for Ford, and providing campaigns such as DSFL can only help reduce the number of road accidents, and increase young drivers’ knowledge and confidence on the road,” said Jim Graham, global manager, Ford Driving Skills for Life. 

“Ford also made history in 2018 when it hosted the first-ever practical hands-on driving training for women in Saudi Arabia — DSFL for Her — specifically designed to accommodate Saudi females embarking on their first journey behind the wheel of a car. These are the kinds of occasions that make Ford exceptionally proud of the success DSFL has enjoyed this year, as the program continues its rapid expansion, and evolves to adapt to the needs of the markets in which it operates,” Graham added.

Ford Driving Skills for Life was established in 2003 by Ford Motor Company Fund, Governors Highway Safety Association, and a panel of safety experts to teach newly licensed drivers necessary skills beyond standard driver education programs. In 2008, the program expanded to Asia Pacific, and in 2013, Ford DSFL branched out into both Europe and the Middle East.

In 2017, the free program celebrated reaching the one-millionth newly licensed driver trained.


Arabian Power Electronics factory starts operations

Updated 23 July 2019
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Arabian Power Electronics factory starts operations

The new plant of Arabian Power Electronics Company located in Dammam’s Industrial Area has started its operations following a soft-inauguration event on July 5.

The inaugural ceremony com- menced with the ribbon cut by Dr. Siddeek Ahmed, chairman and managing director, Eram Group.

Dr. Sattam Al-Omairy, director, APEC, did the ribbon cutting for the shop floor inauguration.

The meeting started with a wel- come address by Abdul Razack, group CEO, Eram Group.

Jacob Thomas, business unit head of APEC, spoke about the birth of APEC and how it grew to a market leader today in his open- ing remarks.

In his inaugural address, Dr. Sid- deek Ahmed, CMD, Eram Group, expressed his vision behind estab- lishing the first power electronic manufacturer of Saudi Arabia.

Saad Al-Shahrani, chairman, Saudi Council of Engineers, Rizwan Ahmed, director, Eram Group, Elio Maggi, executive board member, Eram Group, Mohd Al-Shallali, executive board member, Eram Group, Abdullah Al-Ajmi, corpo- rate affairs manager, APEC, also ad- dressed the event.

Madhu R. Krishnan, group direc- tor, Eram Group, offered a vote of thanks to all the well-wishers for their constant support to the com- pany during the past eight years.

Arabian Power Electronics Com- pany is a leading global power electronics manufacturer with world-wide operations and a production facility in Saudi Arabia.

APEC was established in 2011 as a flagship division of ERAM Group, one of the most diversified business conglomerates in the Middle East.

The company has gained wide ac- ceptance for the quality of products and services by serving more than 700 clients in the region and a total installed capacity over 12 MW of power backup systems.

The company has an operations and maintenance team capable of reaching clients across Saudi Arabia. The new facility will de- liver the most innovative technol- ogy, products and services as well as job opportunities to young Sau- di engineers. This will accelerate the company’s vision of becoming the pioneers of power electronics in the region.

As Vision 2030 demands the de- velopment of a more stable energy sector with localization of the tech- nology, APEC is close to achieving this through the process of trans- ferring power electronics technol- ogy to the Kingdom.

The facility is completely de- signed and constructed for the future. Its position and proximity to the upcoming King Salman En- ergy Park, which is going to be the epicenter of global Industries, will help turn the spotlight on APEC — the indigenous manufacturer.