Toyota enters team
In a country where women were only granted the legal right to drive seven years ago, Saudi Arabia hosted the fourth edition of Rally Jameel, a navigation-based off-road rally exclusively for female drivers.
Held from April 21-26, 2025, the event attracted 82 participants from 37 countries, including the first-ever team from Japan, spotlighting Saudi Arabia’s efforts to redefine gender roles and promote motorsport as part of its broader Vision 2030 agenda.
Two employees from Toyota’s Gazoo Racing (GR) division—Hanae Kitahara and Rio Nagayabu—were among those who entered the 1,600-kilometre endurance event. Neither had previous rally experience, but both were selected to represent Toyota in the rally, which stretched across rocky and sandy terrain from Jordan into northern Saudi Arabia over four days.
Their participation followed a decision by senior GR executives in Japan to deepen ties with Abdul Latif Jameel Motors, Toyota’s Saudi distributor, which has played a prominent role in developing the event. Organisers said Rally Jameel is more than just a race—it is a platform designed to empower women through skill-building, confidence and international exposure.
Kitahara and Nagayabu, part of the GR Motorsports and Marketing divisions, respectively, trained with an in-house expert who previously worked on developing the Land Cruiser GR Sport—the model they drove in the competition. Their inclusion was seen internally as both a professional development opportunity and a gesture of international solidarity with the event’s goals.
Distinct rally
The 2025 edition of Rally Jameel was distinct from conventional motorsport events. Speed was not the primary factor—instead, the rally was based on navigation and teamwork. Drivers and co-drivers relied on a GPS system and a roadbook to find their way to designated checkpoints. The format allowed participants to switch roles freely during the race.
The event’s structure, which was intended to be accessible to newcomers, attracted a wide range of participants, from mothers and daughters to professional rally drivers. A Saudi woman who entered the race with her daughter described it as a symbolic way to celebrate Mother’s Day 2025 and embrace the new freedoms granted to women in Saudi Arabia since the driving ban was lifted in 2018.
In 2017, Saudi Arabia’s King Salman issued a royal decree ending the prohibition on female drivers, following decades of restrictions. The move aligned with the economic diversification goals under Saudi Crown Prince Mohammed bin Salman’s Vision 2030, which aims to reduce the country’s dependence on oil and increase women’s participation in the workforce and public life.
According to World Bank data, female labour force participation in Saudi Arabia has nearly doubled over the past five years, rising from 17.7% in 2016 to 33.6% by 2023.
Social shift
Rally Jameel has become one of the more visible manifestations of this social shift in Saudi Arabia. The event was backed by Abdul Latif Jameel Motors, which works closely with the Saudi government to provide vehicles and support for driving schools catering to women.
Hassan Jameel, Vice Chairman of Abdul Latif Jameel, said the event was created to encourage leadership and independence among women. Participants were expected to handle vehicle maintenance, navigation and teamwork without external assistance, which, according to organisers, mirrors the real-life problem-solving and confidence-building that the initiative is designed to promote.
The event also attracted international interest, with entries from Bahrain, Ireland, Spain and other countries. While some participants were seasoned in motorsport, many others were amateurs with no prior racing background. One Bahraini competitor said she was excited to tackle off-road challenges in the desert alongside one of the few female rally drivers from her country.
Germany’s Hanna Riehle, a regular competitor, secured her third consecutive victory in this year’s edition. She said the appeal of the rally lies in its focus on exploration rather than speed. “You get to experience scenery and places you wouldn’t normally see,” she noted.
Curated format
Organisers intentionally incorporated elements to reduce pressure on participants. Munir Khoja, head of marketing communications at Abdul Latif Jameel Motors, said the rally was designed to allow participants to enjoy the journey. Teams were encouraged to take breaks, take photographs and interact with fellow competitors without fear of losing time.
This year’s rally passed through several heritage sites in Saudi Arabia and Jordan, including desert landscapes that are difficult to access outside such organised events. The route was created to reflect both the cultural and geographic diversity of the region, with organisers pointing to the rally’s potential to promote adventure tourism—another focus under Vision 2030.
Although still in its early years, Rally Jameel is gaining recognition beyond Saudi borders. Its unique format, international reach and alignment with broader societal reforms make it a notable case study in the region’s evolving approach to gender, sport and identity.
As the event continues to grow, questions remain about how far motorsport—and by extension, broader recreational sectors—can advance female inclusion across the Middle East. But for now, organisers see Rally Jameel as a step in that direction, blending sport, tourism and social change into a single, high-profile initiative.
The next edition of Rally Jameel is expected to build on the momentum of this year’s event, with plans to further expand international participation and sponsorship, according to sources familiar with the rally’s development. Whether more automotive manufacturers or racing bodies will send teams remains to be seen. Still, the entry of Toyota’s Japanese team may signal growing industry interest in the region’s emerging motorsport landscape.
Hero image: (L-R) Hanae Kitahara and Rio Nagayabu from Toyota’s Gazoo Racing (GR) division raced in the Rally Jameel for the first time. Credit: Toyota
