Hyundai Motor Middle East and Africa has introduced its She Drives the World initiative in Riyadh, providing access to 600 complimentary mammograms across Saudi Arabia. The opening activation took place at Al Nakheel Mall in partnership with Saudi German Health, aligning with Breast Cancer Awareness Month in October. This event marks the initial stage of a three-month program dedicated to female wellbeing, preventive healthcare, and personal mobility across the Kingdom.
Community Health Services and Early Detection Support
Under the healthcare collaboration, women aged 40 and older can receive free mammogram screenings at designated medical facilities. Medical professionals attended the launch to discuss preventive habits, screening pathways, and personal care. The initiative connects modern health tech screening resources with regional outreach programs to help women manage long-term medical decisions.
Survey Data Highlights Female Mobility Trends
Research conducted by YouGov among 413 women aged 18 and older in Riyadh and Jeddah revealed significant shifts in independent transport. The survey found that 68% of respondents drive either regularly or occasionally, while 83% make the final purchase decision or participate equally in household vehicle selections. In addition, 88% stated that an automobile must match their personality and daily routines, showing the expanding consumer presence in the regional automotive market.
“The women we met in Riyadh reminded us that ‘She Drives the World’ is not simply a campaign line; it reflects the reality of women’s lives and the influence they have every day.”
Shireen Kara, Digital Marketing Manager at Hyundai Motor Middle East and Africa
Expansion Plans for She Drives the World
The She Drives the World program will expand during November and December through targeted cultural and educational initiatives. Actress and filmmaker Fatima Al-Banawi will host a dedicated podcast titled The Drive to Wellness, covering physical health, mental resilience, and personal ambition. Further community events will offer free wellness sessions to promote regular checkups and balanced lifestyle habits.
Alignment with National Transformation Goals
The scheduled activities support community development goals outlined under Saudi Vision 2030, which prioritizes preventive public health measures and expanded economic participation. Hyundai plans to distribute additional educational materials through its regional social media channels to sustain community engagement throughout the winter months. The initiative also reflects corporate commitments to local healthcare partnerships and broader commercial investment in Saudi Arabia.
