Sustainable mobility: KAUST partners with ALJ Motors & Toyota

KAUST has established a state-of-the-art laboratory under its Clean Energy and Research Platform dedicated to advancing hydrogen fuel cell research in Saudi Arabia.
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Updated 29 September 2024
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Sustainable mobility: KAUST partners with ALJ Motors & Toyota

King Abdullah University of Science and Technology, Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia since 1955, and Toyota Motor Corporation have embarked on a strategic partnership to advance hydrogen fuel cell research in Saudi Arabia. This collaboration will support the Kingdom’s decarbonization efforts across the transportation sector and beyond, contributing to the national goal of achieving net-zero greenhouse gas emissions by 2060.

As a centerpiece of this partnership, KAUST has acquired proton electrolyte membrane fuel cell modules from TMC, establishing a state-of-the-art laboratory at KAUST under its Clean Energy and Research Platform dedicated to advancing this cutting-edge technology. This facility will be at the forefront of Saudi Arabia’s efforts to lead in hydrogen innovation, particularly in tailoring fuel cells to the region’s unique environmental conditions.

Professor Mani Sarathy at KAUST said: “At KAUST, we are excited to collaborate with TMC and Abdul Latif Jameel Motors to drive the adoption of hydrogen fuel cell technology in Saudi Arabia, aligning with the Kingdom’s Vision 2030 and net-zero goals for 2060. Through our Clean Energy Research Platform, we are focused on advancing research that will optimize hydrogen fuel cells for the region’s specific conditions, ensuring their efficiency and reliability. This partnership demonstrates our commitment to pioneering innovations that support sustainable solutions and contribute to a greener future for Saudi Arabia and beyond.”

Professor Sarathy of KAUST’s Physical Science and Engineering Division and his team at CERP are currently leading research efforts to explore the performance, durability, and environmental integration of PEM fuel cells, supported technically and financially by TMC and Abdul Latif Jameel Motors. The team is conducting a series of modeling and experimental studies to assess factors such as temperature sensitivity, humidity impact, and overall efficiency, with the goal of maximizing the environmental benefits of these fuel cells within the Kingdom’s infrastructure.

Saudi Arabia, with its vast renewable energy resources, is well-positioned to produce both green hydrogen and blue hydrogen using carbon capture, utilization, and storage technology. With this in mind, the Kingdom aims to produce approximately 2.9 million tonnes of hydrogen by 2030, with competitive costs for both domestic use and export.

Nobuyuki Takemura, chief representative of the Toyota Liaison Office for Mobility and Energy for Saudi Arabia, Toyota Motor Corporation, said: “For over two decades, Toyota has led the way in environmentally friendly mobility solutions, demonstrating an unwavering commitment to a zero-carbon future through continuous innovation and substantial global investment. In partnership with the KAUST research team within CERP and Abdul Latif Jameel Motors, we are bringing this technology to the Kingdom of Saudi Arabia, supporting its decarbonization goals. Toyota is dedicated to contributing to the research at KAUST, and to advancing the Kingdom’s economic diversification and circular carbon economy, in alignment with Vision 2030.”

Mazin Ghazi Jameel, managing director of Toyota Marketing Operations, Abdul Latif Jameel Motors, said: “Abdul Latif Jameel Motors is dedicated to facilitating the development and adoption of solutions that benefit both local and global communities. A key focus is promoting fuel cell technology to establish Saudi Arabia as a key contributor to sustainable mobility. This strategic partnership reaffirms our commitment to enabling a future of cleaner, efficient and smarter mobility accessible to all, supporting the transformational needs of businesses and individuals in the Kingdom of Saudi Arabia.”


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.