Abdul Latif Jameel, Toyota launch road safety initiative

Abdul Latif Jameel (ALJ) and Toyota Motor Corporation (TMC) announced a collaboration to launch a new road safety initiative across Saudi Arabia.
The initiative — Be Safe — aims to raise awareness around the critical social issue of road safety while targeting its message at a core audience of young drivers.
According to unofficial statistics, road accidents result in around 19 fatalities per day in Saudi Arabia, and road accidents have increased by 22 percent in the last five years.
In addition, over 67 road accidents occur every hour, with the total number of accidents annually exceeding 589,000. These statistics rank very high when compared on an international scale.
Hisayuki Inoue, senior managing officer, TMC, Japan, said Toyota had already developed and implemented road safety programs globally. “We at Toyota are very pleased to initiate a road safety initiative with our valued distributor in Saudi Arabia, ALJ,” he added.
Toyota incorporates the highest safety standards in its vehicle manufacturing process, and ALJ employs the same standards within its Toyota sales and workshops across Saudi Arabia, maintaining safety levels for Toyota vehicle drivers.
Mohammed Abdul Latif Jameel, president and CEO of ALJ, said that the collaboration with Toyota under the umbrella of the group’s Abdul Latif Jameel Community Initiatives’ arm positions the initiative correctly as a socially responsible, non-commercial activity, and also showcases Toyota’s global experience in creating awareness about road safety.
“Together with Toyota, we aim to recreate and embed a lasting culture of road safety, particularly in areas frequented by young people and high risk zones surrounding schools and entertainment venues. One of our tactics to achieve awareness will be to coordinate with the Abdul Latif Jameel League professional football tournament,” he added.
He called on all road users, especially around schools, universities, leisure and sports facilities, to always think of road safety first.