Uncategorized الأرشيف - Asar

Official opening of the new Asar Automotive Company’s center

The official opening of the new Asar Automotive Company’s center was held in Dammam – Uhud District – in the honor of:

Mr. Masaru Shimada (General Manager of Toyota motor corp. Middle East & Central Asia)

Mr. Eiichiro Ojima (Project General Manager of Toyota motor corp. Middle East & Central Asia)

Mr. Peter (Chief Executive Officer of Abdul Latif Jameel Motor company)

Eng. Taha Hussain Al Ghamdi (Senior Managing Director of Abdul Latif Jameel Automotive wholesale co. ltd.)

Eng. Ghaleb Saad Yamani (Managing Director of Abdul Latif Jameel Automotive wholesale co. ltd.)

Mr. Mazen Ghazi Jameel (Managing Director of Abdul Latif Jameel for Import &  Distribution Co.)

Mr. Adnan Al Qahtani (Founder and Chief Executive Officer of Asar Auto Company)

And it is worth to mention that Asar Auto center in Dammam provides all services for Toyota and Lexus cars, from sales to after-sales services, to provide services worthy of our esteemed guests.


Toyota recently announced that it reached a landmark milestone in annual sales of electrified power trains in 2017 with over 1.52 million sold worldwide.

Toyota Motor Corporation recently announced that it reached a landmark milestone in annual sales of electrified powertrains in 2017 with over 1.52 million sold worldwide as of February 2, 2018, surpassing the prior record set in 2016 by eight percent. The numerical milestone marks back-to-back years of growth and accomplishment of one of Toyota’s Environmental Challenge 2050 goals, selling more than 1.5 million electrified vehicles in a single year, three years in advance of the original target set for 2020. Additionally, cumulative sales of electrified vehicles now exceed 11.47 million, which represents a reduction of more than 90 million tons of CO2 compared to sales of equivalent conventional vehicles.

“In just over 20 years, we have seen the sale of electrified vehicle increase from under 500 sales to more than 1.5 million,” said Shigeki Terashi, Executive Vice President, Toyota Motor Corporation. “This is a testament from our customers to the quality, durability, and reliability (QDR) of our electrified powertrains, and, thanks to them, this enables us to establish a solid and sustainable foundation for the mass production of a more diverse portfolio of electrified vehicles across our range.”

Yugo Miyamoto, Chief Representative of Middle East & North Africa Representative Office, Toyota Motor Corporation, said, “We are excited to achieve this significant milestone, which reinforces our commitment to tackling environmental challenges. Toyota has the competitive expertise and know-how in the core technologies of electrification thanks to its experience in developing, producing, and improving major electrified components and many years of collecting feedback from markets around the world. We are deeply grateful to our customers in the MENA region for being an integral part of our ‎success journey, and for continuously extending their support towards our commitment to ‎environmental sustainability.‎”

Since the introduction of its first commercially available electrified powertrain on the Prius in Japan in 1997, Toyota has worked on improving the technology as the basis for its electrification efforts, having launched first mass-produced Fuel Cell Electric Vehicle (FCEV), the Mirai, in 2014, the fourth generation of the Prius hybrid electric vehicle in 2016, and the second-generation Prius Plug-in Hybrid Electric Vehicle (PHEV) in 2017. The company will continue the development and diversification of electrified vehicles as it now turns its sights to include the mass production of Battery Electric Vehicles (BEVs) from 2020, starting in China and India, followed by Japan, the United States, and Europe. Toyota also aims to further expand sales of Hybrid Electric Vehicles (HEVs) in emerging markets to further contribute to lowering CO2 from new vehicles sales worldwide.

The efforts to improve and increase the diversity of electrified powertrain options is tied directly to Toyota’s ‘Environmental Challenge 2050,’ wherein the company aims to achieve annual electrified vehicle sales of 5.5 million units by 2030, as announced in December 2017. To achieve its goal, Toyota unveiled plans to have 10 BEV models available worldwide by the early 2020s, and from around 2025, the company aims to have an electrified version available for all vehicle models across its global lineup.


Let’s take a look at the innovative technologies that will drive our car engines in the future, as petrol and diesel engines are now making way for more refined, high performance and environmentally friendly engines.

Hybrid engines

Hybrid cars are slowly gaining popularity in the Arab region and Europe due to their efficient energy use, optimum performance and noiseless driving. Fusing between the advantages of petrol and electric motors, hybrid cars are powered by energy from the battery. The petrol engine only kicks in during acceleration. This saves you money, fuel and is better for our environment.

Electric engines

Electric engines rely solely on electricity from a battery to keep the car moving. All you need to do is to recharge your car battery and you are ready to hit the road. Despite popular belief that purchasing an electric car is a hefty investment, the cost of running and charging the car has diminished a great deal over the past five years and is expected to decrease even further, making it more widely available to customers.

Hydrogen engines

The first personal hydrogen car was sold for $70,000, but its price is expected to decrease by more than 90% in the next decade.
Hydrogen engines rely on fuel cells that turn hydrogen into energy, which in turn moves the car. The only thing that the car emits is residue water vapor. You can drive a hydrogen car for up to 650 km when its tank is fully loaded with hydrogen. Did we mention that it only takes three minutes to fuel?

At the end of the day, car technology is constantly evolving to meet your every need, so you can enjoy a seamless driving experience every single time. Test your new engine now.


Toyota Puts Safety First With its New TSS System

There are endless features that drivers need to consider before purchasing a new car. The sole feature that drivers can never compromise on is safety. Making roads safer for drivers, passengers and pedestrians, Toyota launched TSS – the Toyota Safety Sense system.

Read on to know more about how this innovative technology boosts unrivalled safety while driving your Toyota vehicle.


What is the Toyota Safety Sense system?

TSS comes in several packages to serve different types, sizes and specifications of vehicles. However, every package addresses three key issues regarding accident protection:

  • Enhancing road safety during night-time.
  • Helping drivers stay within their lane.
  • Preventing frontal collisions.

The TSS system includes several advanced safety features.


Pre-Collision System

This system uses sonic warnings and automatic braking to mitigate frontal collisions. If you are moving towards an object in front of you at a speed of 10 to 80 km/h without applying the brakes, automatic braking kicks in. Depending on the weather, tires and road conditions, the emergency braking could theoretically slow you down to more than 30 km/h.


Lane Departure Alert

Helping drivers stay in their lanes while driving, this feature uses a camera on your windshield to help you avoid the possible negative consequences of veering from your lane. This works when you are driving at a speed of 50 km/h or higher.


Lane Tracing Assist

This is yet another feature to ensure drivers stay on their lanes. The Lane Tracing Assist uses the lines on the road and preceding vehicles to help keep your car centered in its lane.


Automatic High Beams

This feature automatically switches between high and low beams at night to make nighttime driving safer. It uses a camera to detect headlights and taillights of preceding vehicles.


Dynamic Radar Cruise Control

Taking cruise control to a new level, the Dynamic Radar Cruise Control feature uses radar and a camera on the windshield to detect the speed and distance of the car in front of you so that your vehicle can safely be adjusted.


Road Sign Assist

This feature utilizes a forward-facing intelligent camera to detect any signs on the road and display them on the MID or Multi-Information-Display, including stop signs, yield and speed limit signs.


Toyota’s new high-tech TSS features will surely help drivers enjoy a safer driving experience; however, human intuition and action are an inseparable part of the equation. The safety packages are designed to enhance – not replace – our judgment during any kind of dangerous situation.

To know more about TSS, visit your nearest Toyota showroom and talk to a sales representative. They will tell you all you want to know about this innovative technology.


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?

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