ROSHN’s landmark development SEDRA welcomes first residents

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Updated 28 November 2022
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ROSHN’s landmark development SEDRA welcomes first residents

  • The national real estate developer passes a historic milestone as it hands customers the keys to their new homes ahead of schedule — becoming the first Saudi giga-project to deliver

ROSHN, the national real estate developer bringing new, sustainable modes of living to the Kingdom, has started the handover process at SEDRA, its landmark development in northern Riyadh, ahead of scheduled time. New homeowners are receiving the keys and title deeds to villas and townhouses located in SEDRA’s Phase 1, making them the first customers to take possession of properties in a ROSHN community.

“The handover of the first ROSHN home is a momentous occasion not just for ROSHN but for the Kingdom at large. While this marks another step on our journey to provide high-quality homes to the Saudi people, we are also driving change, creating a new concept of living, and adding to the quality of life of our citizens and residents. SEDRA will be the first project that sees our vision for the future become a reality on the ground and I am excited for our first residents to experience the ROSHN way of life,” said Group CEO David Grover.

ROSHN is facilitating the moving process for its customers by providing them with dedicated advisers that act as a single point of contact before, during and after the handover. New residents also have access to the ROSHN Contact Center, which can answer customer queries on a wide range of issues, from visitor access to how to take advantage of special offers provided by ROSHN’s partners.

SEDRA is ROSHN’s first project in the Kingdom and is being developed over eight phases in Riyadh’s vibrant northern corridor. The start of the handover process at its first phase makes it the first Saudi giga-project to deliver to customers. When completed, it will add more than 30,000 residential units to the capital’s housing stock and provide 20 million square meters of integrated neighborhoods supported by education and healthcare infrastructure, retail outlets, restaurants, parks, shaded footpaths, cycle tracks and carefully tended green spaces.

ROSHN is also bringing its vision to the Kingdom’s western region: ALAROUS, announced in May this year, will add more than 18,000 new homes to northern Jeddah’s housing stock. It features the same winning formula of amenities as SEDRA, including its “open living” design principle built around public spaces, green areas, communal facilities such as local majlis, and “living” streets characterized by curb-less roads and homes without perimeter walls.


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.