July 2021 – Asar


Lexus KSA’s 2019 Ramadan campaign about family values has been officially recognized by Twitter China and Twitter’s Global marketing account as one of the most successful campaigns of all time during the Holy Month.

Titled ‘Family Gatherings during Ramadan Taste Better’, the 60-second video received more than 10 million views, generated over 22 million impressions and was viewed 11 percent more than similar campaigns launched by other automotive brands in the region. The video highlights the importance of family bonding and relationships during Iftar and tells a story of togetherness, positivity and altruism during the Holy Month, from the perspective of each family member – resonating with its millions of viewers.


In evoking a powerful connection between brand and audience at a pertinent time, the campaign is cited as an example of digital marketing best practice on the Twitter global marketing microsite. Furthermore, the campaign was commended by Twitter China as an outstanding example of impactful social media marketing and translated into Chinese for distribution in that country.

Lexus KSA twitter account remains the largest account in terms of following across automotive brands in the Kingdom and the most followed Lexus Twitter account worldwide; with over 1.1 million followers.

It is worth noting that the Lexus Saudi Twitter account is the largest automotive brand account in the Kingdom, as well as the largest Lexus account in the world in terms of the number of followers.

Those who missed the short-video commercial can watch it via the following link



Lexus and the Cerebral Palsy Foundation (CPF) have joined forces to create a one-of-a-kind ride-on vehicle inspired by children with cerebral palsy.  The collaboration combines Lexus’ human-centric design philosophy with CPF’s mission of improving the lives of people with cerebral palsy and opening up the world of possibilities.

“People with cerebral palsy rarely get the interventions and support they need at the moments they need them,” said Rachel Byrne, CPF executive director. “Our mission is to shift that paradigm and be a catalyst for creating positive change through innovative collaborations and partnerships.” For children with cerebral palsy, one of the greatest challenges is being able to participate in their environment and play as other children do.

“At Lexus, our core design philosophy has always been human-centric,” said Cooper Ericksen, Lexus group vice president, product planning & strategy. “We create vehicles around the art and science of human needs. In this case, we wanted to push the envelope and explore what that might mean for a child with cerebral palsy who hasn’t been able to experience the joy of mobility like other children have.”

The ride-on vehicle was revealed to its recipient, Finley Smallwood, in March – a month also designated as National Cerebral Palsy Awareness Month. Together, Lexus and the Cerebral Palsy Foundation identified specific mobility challenges faced by children with cerebral palsy, and Finley in particular.

Because it can be difficult for Finley to sit for long periods of time, modifications were first made to the seat, adding side padding for lateral support around her waist along with an adjustable headrest and a five-point harness. Her customized ride-on car also includes increased door size and reduced ground clearance to allow for ease of entry and exit.

Many children with cerebral palsy don’t have the strength to be able to hold and turn a steering wheel consistently for a given period of time, and mobility challenges can make using a foot pedal impossible. Adding something as simple as an armrest joystick allows Finley the ability to control the direction and acceleration of the vehicle without the need for foot pedals or holding a steering wheel for an extended period of time — giving her the freedom to drive just like any other child.

“Oh, and we painted the body of the car purple,” noted Ericksen. “Because that’s Finley’s favorite color.”

“While these modifications will impact the life of one special child,” Ericksen added, “it’s also a step in opening a door for exploring the vast possibilities of human-centric design.”

The partnership is powered by Givewith. For more information and to watch Finley’s journey unfold, visit: https://givewith.com/lexus-cp


Jeddah-Saudi Arabia: 17 November, 2020 – Toyota has been named the most valuable automotive brand in the world for yet another year, placing seventh on Interbrand’s 2020 Best Global Brands list.The elite list is part of the broader Interbrand’s 2020 Best Global Brands (BGB) Report, widely considered a definitive brand valuation index of the world’s leading brands.

The BGB Report, ranks brands based on a three-pillar structure – an analysis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand’s competitive strength.

Speaking on the recognition, Munir Khoja, Managing Director of Marketing Communications at Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia, said: “Toyota’s future-focused approach is what keeps it at the forefront of the automotive sector. This focus on pioneering state-of-the-art technologies has won it considerable acclaim among discerning motorists in Saudi Arabia, where it is one of the most popular brands. The brand’s longstanding relationship with its Saudi guests enables it to meet their evolving needs with agility and speed. Toyota’s focus on personalizing the customer experience and providing new-age mobility solutions to enrich people’s lives, testifies to its commitment to the Saudi market.”

The renowned relationship between Toyota and Abdul Latif Jameel Motors was established around 65 years ago. The partnership has grown to become a remarkable automotive force to reckon within Saudi Arabia. Abdul Latif Jameel Motors is also one of the largest independent certified Toyota distributors in the world.

In line with its business philosophy of putting the guest first and its sustained commitment to achieving excellence in all it has to offer, Abdul Latif Jameel Motors supports the high uptake of Toyota vehicles in the Saudi market through an extensive network of sales and maintenance centers that are strategically located around the country – providing peace of mind for the company’s guests, wherever they may be.


New York City, United States – February 2020

Toyota was ranked the number one motor vehicle company for the sixth consecutive year on Fortune magazine’s 2020 “World’s Most Admired Companies” annual rankingFortune also recognized Toyota as number 30 among the Top 50 “All-Star” companies surveyed, which included companies from various industries.

Commenting on the achievement, Eng. Munir Khoja, Executive Director of Marketing Communications at Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in the Kingdom, stated: “Toyota’s ability to continue topping this international ranking undoubtedly reflects on the Saudi market, where Toyota is considered one of the best and most popular automotive manufacturers in the Kingdom. This is based on its longstanding experience and ability to innovate and create new mobility solutions that enrich people’s lives and meet their needs and aspirations, especially here in the Kingdom, where consumer demands are on the rise. This has been at the forefront of Toyota’s priorities since it entered the Saudi market.”

Fortune’s “World’s Most Admired Companies” list is widely acknowledged as the definitive report card on corporate reputation and is based on company surveys and industry peer ratings from senior executives, directors and industry analysts from around the world. For each company, the survey measures nine attributes considered critical to a company’s global success, including quality of products and services, social and environmental responsibility, global competitiveness, and value as an investment, among others.

The renowned relationship between Toyota and Abdul Latif Jameel Motors was established more than half a century ago and has grown to become one of the most remarkable automotive forces in the Kingdom. Abdul Latif Jameel Motors is also one of the largest independent certified Toyota distributors in the world.

Under its principle of putting the guest first and its commitment to achieving excellence in all it has to offer, Abdul Latif Jameel Motors supports the widespread use of Toyota vehicles in the Saudi market through an extensive network of sales and maintenance centers strategically located around the Kingdom, providing peace of mind for the company’s guests wherever they may be.


Hydrogen is the most abundant element in the universe, with huge potential as a clean energy source. Efforts are being made all around the world to harness its impressive powers, and Toyota is at the forefront of the development and production of fuel cell vehicles.

What is a fuel cell vehicle?

A fuel cell vehicle (FCV) is a kind of electric vehicle which, instead of a battery or combustion engine, is powered by a fuel cell. FCVs combine the refuelling of conventional cars with the environmental benefits of electrical vehicles.

The cells generate electricity through a combination of compressed hydrogen and oxygen from the air, producing the energy required to run the motor. Because fuel cells only emit heat and water, FCVs are classified as zero-emissions vehicles. Although the production of hydrogen itself can lead to pollution, fuel cell vehicles can still reduce greenhouse gas emissions by more than 30%.

Benefits of FCVs

  • Environmentally friendly – as the use of electrical vehicles becomes more commonplace and hydrogen refuelling stations are built into infrastructures, drivers are able to contribute to a cleaner planet
  • Versatility – hydrogen can be produced in several different ways, with research even being undertaken into the possibility of converting sewage into hydrogen
  • Sustainability – unlike fossil fuels, there’s no chance of the supply running out 

How the fuel cell works

Fuel cells are comprised of three main components; an electrolyte, a cathode and an anode. They function like a battery, but instead of needing to be recharged they can simply be refilled with more hydrogen. Different types of fuel cells include direct methanol, phosphoric acid, molten carbonate, solid oxide, reformed methanol, polymer electrolyte membrane (PEM) and Regenerative Fuel Cells.

As with other electrical vehicles, fuel cell cars use the idle-off feature to shut down the fuel cell when the vehicle stops or is in heavy traffic. Regenerative braking is also used to charge the battery and recapture energy when the vehicle is in motion.

Refuelling an FCV vehicle is similar to filling up a car or truck at a standard gas station – just fill up the cell with pressurized hydrogen. Once full, the cell will provide enough power to fuel the vehicle for between two hundred and three hundred miles, This combination of convenience and mileage makes the FCV an appealing option to drivers who cover long distances, or don’t have plug-in access.


However, it’s important to note that pressurized hydrogen isn’t yet a standard feature in all service stations, although many governments are working towards making environmentally friendly vehicles the norm.

In July 2017, there were 36 hydrogen refuelling stations in America, of which 32 were in California, and a plan is currently underway to build a further 100 stations over the next decade. Japan’s first hydrogen refuelling station was introduced back in 2014. Just two years later the country had 80 stations, with plans to double this amount by 2020. The German government are also working to make FVC vehicles more widely used, with 30 hydrogen stations built by mid-2017.

The first commercially produced FCV was the Hyundai Tucson, followed by the Toyota Mirai in 2015 and Honda’s FCV shortly after. Fuel cells are not just used in family cars; they’re also used extensively in forklift trucks, with further developments being made with motorbikes, cycles, buses and boats.

FCVs offer a brighter future for motoring and the world as a whole, and Toyota is committed to making them a prominent feature on roads around the globe.


We’ve come a long way from the days of the “horseless carriage” revolution, but if the past is any indicator of the future, we’re going a long way still. So, what does the future of mobility look like? What should we expect?

Possibilities are endless, but here are the most likely scenarios:

Driverless Driving

Autonomous vehicles are already a part of our present, with many countries and manufacturers already testing the technology on our streets. People are demanding more safe, convenient and economical transportation solutions, and privately owned and public autonomous vehicles may soon take over cities.

When publicized, this transformation will disrupt the very structure of cities and introduce a completely new roads ecosystem. Traffic lights, speeding tickets and road accidents may very well become a part of our history. What challenges autonomous driving will introduce instead is an ongoing global debate.

Carsharing Fever

One of the most significant disruptions caused by the automotive industry in the past few decades is traffic congestion. With this being a universal inconvenience, drivers and passengers are leaning towards carsharing, so much so that vehicle manufacturers and governments are taking this demand seriously.

Studies are being conducted on how carsharing can be advanced in groundbreaking ways that will not only decrease the number of vehicles on the streets, but also change the infrastructure of local transportation as we know it. Multi-vehicle households are expected to reduce the number of cars they own, or even abandon ownership altogether.

Intuitive Vehicles

Even though carsharing tendencies are growing, studies show that private vehicle ownership still prevails. Vehicle owners have their own demands when it comes to their cars, and ‘intuitive’, ‘responsive’ and ‘smart’ are the most common.

Technology, artificial intelligence and autonomous driving are expected to develop so acutely that the whole reality of driving will change. Science fiction movie transportation may not be fiction in the near future. Flying cars, hovering bridges and vertical roads may very well become an everyday experience.


Vehicle electrification is the conversion of vehicles from fuel to electrical power. This includes making vehicles purely electric or giving them a combination of electric and fuel motors.

Globally, concerns are on the rise on fuel efficiency and CO2-emissions. Hybrid cars were created to tackle that concern, but what are we going to do about all the fuel-based vehicles out there? Electrification technology is the answer, and it is expected to advance so much that the process will be a simple, cost-effective one that may very well be globally adopted and regulated.

Vehicle Manufacturing

With the rising diversity in vehicle categories, and the ever-changing demands of drivers and commuters, the already complex car-making industry is likely to get even more elaborate with time. From small, one-passenger pods to self-driving multiple-commuter vehicles, developers and manufacturers are exponentially evolving their capabilities. Manufacturing plants will amplify their production lines and processes, and the very way cars are made today is expected to completely change.

The future of mobility is bright. Drivers and commuters are much more aware of their needs than 100 years ago, and their demands are what drive the industry. Disruptions in the automotive industry will resolve many of the challenges we face today, but many are skeptical that they will create new challenges of their own.

What do you think the future of mobility will be like?


Changes in technology have completely revolutionised the way people drive; cars are now safer, smoother and more efficient than ever before, with intelligent features that were not so very long ago the stuff of sci-fi movies.

The Hybrid Electrical Vehicle (HEV) is one of the most exciting developments in motoring. Its benefits vary between being highly economical, more environmentally friendly and even safer than conventional vehicles.

Toyota has always been at the forefront of motoring innovation, and as the creators of the first ever mass-produced hybrid electrical vehicle, we’ve played an important role in helping to protect the planet too. With global CO2 emissions a major concern for all governments, vehicles that don’t guzzle gallons of gas have become increasingly popular over recent years. Advances in battery technology have been a major factor in altering opinions, with today’s versions offering greater fuel efficiency, control and added luggage space.

The Batteries

Toyota HEVs have two batteries; one is a standard battery for the high voltage system and the other an auxiliary with a 12V capacity that supplies power to the hybrid system.

These are comprised of one nickel-metal hydride and one lithium-ion battery. Both are able to charge at constant levels by using regenerative braking and surplus power; making the new HEV battery both powerful and reliable.

Lithium-ion batteries are known for their high energy density (the amount of energy that can be stored per unit of weight or volume). Nickel-metal hydride batteries are stable even at low temperatures. The newly created electrode material found in nickel-metal hydride batteries dramatically increase battery power and charge performance, while lithium-ion batteries offer a huge improvement in output performance thanks to their reduced cell resistance.

Toyota HEVs, equipped with THS (Toyota Hybrid System), combine the advantages of gasoline engines and electric motors, giving drivers the best of both worlds. While car buyers traditionally had to choose between efficiency and performance, HEV vehicles offer a new synergy between motor and engine that even cynics can appreciate. Maximum torque is delivered from the moment of acceleration without affecting consumption, conserving fuel without sacrificing performance.

The main electrolyte in the HEV battery is a potassium chloride solution that is stored in the safest part of the car (usually the trunk). Anyone concerned about the danger of electric shock doesn’t need to worry. In the unlikely event that the vehicle should end up under water, the high voltage system is automatically shut down, giving its passengers the safety measures they not only demand, but deserve.

The battery operates at a 30% to 80% State of Charge (SOC) to minimise stress, applying short power bursts for acceleration. Under normal use, HEV batteries consume less than 2% of their total capacity per mile, making for a highly efficient vehicle with no need to warm up the engine on a cold morning. Furthermore, the electromagnetic waves generated by an HEV battery are no higher than those produced by a standard kitchen appliance.

The future, today

Moving forward, Toyota is conducting research into next-generation batteries with an energy density that greatly exceeds that of the current models. The company is creating new systems and methods to promote the wider use of Hybrid Electric Vehicles and have recently introduced wireless charging, which enables batteries to be charged without connecting any cables. Plans are also underway to improve fuel efficiency by a further 10% by developing and introducing SIC power semiconductors, which in turn will significantly reduce power loss issues.

Through a combination of research, dedication and expert craftsmanship, Toyota is committed to making HEVs the standard on roads across the globe. The future for the HEV is bright, and Toyota is leading the way.


How does the Hybrid engine work? Will the car stop if it needs to be recharged in the middle of a ride? Does it really help the environment?

Let’s see if we can answer these concerns regarding the purchase of hybrid cars in the Kingdom.

Hybrid Car Technology

Hybrid cars use two sources of power; the first is the electric battery and the second is fuel. The electric battery in hybrid cars recharges automatically while the car is in motion, which means that the car will not stop midway. The energy is used to run your car during traffic to save fuel. In turn, this stretches the time between charges, but if you need to accelerate, the engine will kick in to guarantee a smooth, worry-free driving experience.


An Optimum Choice

Buying a hybrid car is a smart decision and a worthy investment, both today and on the long run. Firstly, most of the braking is carried out by the electric motor, and this means longer engine life. More importantly, your hybrid car will easily save almost 50% of your fuel consumption, seeing that half of your journey time is powered by electricity.


Environmentally Friendly

With almost 50% of journey time depending on electricity, CO2 emissions are remarkably decreased and we are left with fresher, cleaner air to breathe. Moreover, running on electricity makes your journey almost noiseless. This makes hybrid cars perfectly environmentally friendly.


With these queries answered, the decision to make the switch becomes much easier. With hybrid cars, rest assured that you never have to compromise on cutting-edge design, optimum performance and energy conservation. It’s indeed the real deal!


They may still be relatively new to the automobile market, but hybrid cars aren’t actually a new idea – engineers at General Electric first came up with the concept as far back as the late 1800s, with a gas-electric hybrid featuring a four-cylinder engine. But as soon as the self-starting engine was released in 1913, the idea of electric cars was soon forgotten. It wasn’t until the late 20th century that car manufacturers began to reconsider the idea.
Toyota proudly introduced hybrid vehicles in 1997, presenting a whole new world of opportunities for environmentally conscious drivers. Initially, reviews were mixed. The transition from electric to gas power wasn’t as smooth as it could have been, and the 13 seconds it took to get from 0 to 60 was a major concern for anyone who didn’t want to have to choose between fuel efficiency and power. But thanks to continued research and development, today’s hybrid vehicles offers more power, fewer fuel emissions and better gas mileage than ever before.

Here are just a few reasons why more and more people are making Toyota HEVs their vehicle of choice:
Kinder to the environment: switching over to electrical power means hybrids burn less fuel, dramatically reducing the amount of smoke and other pollutants.
Increased mileage: because hybrids only run partially on gasoline, drivers can enjoy much better fuel efficiency. Maximum torque is delivered from the very moment of acceleration without affecting consumption.
Salient: Toyota HEVs are instantly noticeable and distinctive, standing out from the crowd.
Quiet: with very little engine noise, HEVs glide effortlessly along the roads without making a fuss.
Regenerative braking: every time the brake is applied, an internal mechanism kicks in to boost the battery.
Comfortable: HEVs are smooth to handle, accelerating just as quickly as other cars and cruising effortlessly along the highway.

Toyota continues to innovate and there are exciting plans for the future. The company is constantly creating new ways to promote the wider use of HEVs.
Toyota is also developing SIC power conductors to improve battery power and improve fuel efficiency by a further 10%.

Hybrid vehicle technology has come a long way since its early days, but it’s here to stay.

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