Soudah Development signs MoU with Asir municipality

CEO of SDC Husameddin Al-Madani and Mayor of Asir Dr. Walid Al-Hamidi.
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Updated 03 May 2021
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Soudah Development signs MoU with Asir municipality

The CEO of Soudah Development Company (SDC), Husameddin Al-Madani, signed a memorandum of understanding (MoU) with the mayor of Asir, Dr. Walid Al-Hamidi, in pursuit of fruitful cooperation between the SDC and the Asir municipality in areas of tourism and citizen development.

The MoU came as part of the efforts of the SDC to cooperate with the relevant authorities to work on achieving the aspirations of the wise leadership in making the Al-Soudah area a global mountain tourist destination.

The MoU also contributes to organizing the issuance of building permits and practicing commercial activities of all kinds, in addition to defining the areas proposed by the municipality for investment. It also helps the coordination of technical requirements for the implementation of service projects in a way that contributes to creating an attractive environment for tourism and promotes citizen development in Al-Soudah and parts of the Rijal Alma governorate.

Al-Madani expressed his thanks and appreciation to the mayor of Asir for his interest in enhancing cooperation between the two parties, as it has a great role in facilitating the work of investors and the local community. 

He also noted that the municipality is a pivotal partner in achieving the desired goals of developing Al-Soudah and Rijal Alma, thus serving the goals of Vision 2030 regarding the development of tourism destinations in the Kingdom.

Al-Hamidi said that the MoU came within the joint efforts between the two sides, which aim to achieve the goals of Vision 2030 and enhance the quality of life. 

Al-Hamidi praised the development work carried out by the SDC and its efforts that would enhance the tourism movement, development and advancement of the region and the citizen.


ALJ Motors champions Toyota SUVs’ off-road legacy

Updated 07 January 2026
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ALJ Motors champions Toyota SUVs’ off-road legacy

Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia since 1955, has launched the second edition of its off-road initiative — an immersive driving experience designed to engage guests and showcase the real-world capabilities of Toyota’s SUV lineup in the Kingdom’s desert terrains. The activation takes place on weekends, starting initially in Riyadh and continuing through Jeddah, before concluding in Dammam on Jan. 24.
The multi-city activation is designed to engage guests through Toyota’s SUV lineup in fun and exciting ways, offering a hands-on opportunity to experience vehicle performance, control, and versatility. The lineup features a wide range of Toyota SUV models, including the Land Cruiser HEV Max, a hybrid vehicle built for performance. Beyond the off-road drives, the activation offers a welcoming weekend setting with supporting activities suitable for families and younger guests, creating a well-rounded experience for visitors of all ages.
Building on the success of its inaugural edition, which welcomed more than 4,500 participants and attracted over 10,000 attendees, the second edition continues to focus on meaningful guest engagement through interactive and experiential driving activities while emphasizing safety, trust, and enjoyment. Through this approach, ALJ Motors champions Toyota’s off-road legacy while creating an experience that further connects guests with Toyota’s renowned SUV lineup.
Shahad Nassier, managing director of marketing communications at ALJ Motors, said: “Following the strong response to the inaugural season, the return of this off-road experience allows us to continue engaging our guests in an authentic and exciting way. In this second edition, we have further refined the driving routes and elevated the overall experience to better serve our guests and their families. By bringing Toyota’s SUV lineup into real desert environments, we provide an opportunity for guests to experience vehicle performance firsthand, while reinforcing the values of reliability and capability that have long defined Toyota’s presence in the Kingdom.”
The experiential initiative deepens guest relationships, supports informed vehicle choice, and reflects ALJ Motors’ ongoing role in delivering reliable and diversified mobility solutions across the Kingdom, in line with Saudi Vision 2030. 
Guests interested in participating in the off-road experience can register for the upcoming activations in Jeddah on Jan. 9-10, followed by Dammam on Jan. 16-17 and 23-24, through ALJ Motors’ official social channels.