Ford embraces FII to boost smart mobility in Mideast

Raj Rao, CEO of Ford Smart Mobility LLC
Updated 02 November 2017

Ford embraces FII to boost smart mobility in Mideast

The Future Investment Initiative (FII) summit last week in Riyadh gathered together the world’s most powerful investors, business leaders, thought leaders and public officials to discuss innovations that are defining the future.
Raj Rao, CEO of Ford Smart Mobility LLC, joined a panel discussion on Building the Future — a forum that discussed ways in which global authorities can prepare for the next wave of global commerce with large scale infrastructure projects.
“I am delighted to be part of the Future of Investment Initiative conference and I am looking forward to participating in the discussion and exploring how mobility services could play a role in Saudi Arabia,” Rao said prior to the event.
“Saudi Arabia is our largest market in the GCC and the Middle East overall, and our commitment to this key market is absolute. With Saudi Vision 2030, we see a bright future for the Kingdom and we trust that the diversification of its economy will reap positive outcomes for all industries,” he added.
By 2030, the projected population of Saudi Arabia is expected to reach close to 40 million; the UAE could reach 12 million, and each of the remaining GCC countries are also expected to experience significant boosts to their populations.
According to the global consulting firm KPMG, 80 percent of auto executives expect the connectivity trend will be disruptive and 83 percent anticipate major disruptions to their business models within the next five years.
At the same time, cities are faced with the challenge of transporting people and goods more efficiently and affordably with a minimal carbon footprint. “This has created opportunities for companies like Ford to explore new ideas in smart mobility while expanding their business models to embrace these disruptive technologies,” Ford said in a statement.
“Things are developing so quickly in the Middle East. A dimension that is unique here is the rate of change to the infrastructure and all of these economies wanting to be at the forefront of technologies. They are doing a lot to make their cities intelligent. There are many smart city initiatives and a lot of infrastructure that has already been built to make cities operate more efficiently,” said Rao.


PepsiCo & SFA launch movement for athletic lifestyle

Updated 20 September 2020

PepsiCo & SFA launch movement for athletic lifestyle

The Saudi Sports for All Federation (SFA) and PepsiCo have announced a partnership that aims to make sports more accessible, facilitating a better quality and balanced lifestyle for people of all ages and abilities in the Kingdom. The 2-year collaboration will see both partners work toward achieving the nation’s goal of increasing participation in weekly sports by 40 percent by 2030.

Four key pillars — Endorse, Promote, Enable and Activate — are at the core of the partnership, in which PepsiCo endorses the SFA’s program of sports activities through an integrated, impactful marketing and communications campaign. This endorsement is centered on “Harek,” a new movement revealed on Sunday, which is being spearheaded by PepsiCo in collaboration with the SFA to encourage a more active lifestyle and participation in SFA events.

Harek, which means “move,” has been designed with its own identity and characterizes key principles of inclusivity, longevity, inspiring action, and is rooted in local culture.

Both partners will unite to promote key events including Family Activity Days, Neighborhood League Football, and virtual fitness activity as more people are now exercising at home. The partnership has enlisted PepsiCo’s support as the “beverage and nutrition partner” at SFA-selected events, anchored around brands such as Aquafina and Quaker Oats. 

The partnership was marked on Sunday with a signing event attended by President of SFA Prince Khaled bin Alwaleed bin Talal, and officiated by Managing Director of SFA Shaima Saleh Al-Husseini, alongside Tamer Mosalam, Gulf and Levant foods vice president and business unit general manager at PepsiCo.

“This partnership is a great example of how the government is working with the private sector to encourage widespread participation in sports and athletic activities,” said Al-Husseini. “This is not just a step, but a leap in the right direction, setting the pace for the adoption of healthier habits.”

“By working hand-in-hand with the SFA, PepsiCo looks forward to getting Saudi citizens and residents engaged in a wide variety of sport and leisure pursuits, and help the Kingdom pursue its ambition of being among the leaders in selected sports regionally and globally,” said Mosalam.