Hyundai Launches She Drives the World Campaign in Saudi Arabia, Offers 600 Free Mammograms

Saudi Arabia: Hyundai Motor Middle East & Africa has launched its “She Drives the World” campaign in Saudi Arabia. Under this campaign, the brand is offering 600 complimentary mammograms to women aged 40 and above through a partnership with Saudi German Health. The three-month initiative began with a community activation at Al Nakheel Mall in Riyadh, coinciding with Breast Cancer Awareness Month in October.

What Is Hyundai's "She Drives the World" Campaign?

The campaign recognises women as drivers, consumers, decision-makers and contributors to Saudi Arabia's continued transformation. Hyundai links it to its global vision of Progress for Humanity. The campaign focuses on women’s health, wellbeing and mobility, bringing together breast cancer awareness activities, access to healthcare specialists and information about screening support. Hyundai plans to continue the initiative through November and December with further community activities, partnerships and digital content.

Hyundai and Saudi German Health Partner to Offer Free Mammograms

The partnership with Saudi German Health is a central part of the campaign, combining breast cancer awareness with access to screening services. Under the initiative, women aged 40 and above are being offered access to 600 complimentary mammograms across Saudi Arabia. The Riyadh activation also provided an opportunity for women and families to engage with awareness messages, speak with healthcare specialists, and learn about available screening support. According to Hyundai, the launch was designed to encourage women to give greater attention to their health and wellbeing.

Hyundai Highlights Women’s Role in Mobility and Decision-Making

“She Drives the World” is built around the idea that women influence the world through their decisions, relationships, work and communities. The campaign also reflects Hyundai’s global vision of “Progress for Humanity” and recognises women as drivers, consumers and decision-makers in Saudi Arabia’s ongoing transformation. Research commissioned by Hyundai Motor Middle East & Africa and conducted by YouGov surveyed 413 women aged 18 and above in Riyadh and Jeddah. The findings highlight the role mobility plays in their daily lives. According to the research:

• 68% of respondents said they currently drive regularly or occasionally.
• 83% said they either make the final vehicle decision for themselves or their household, or are equally involved in that decision.
• 88% said it is important that their car reflects their personality and lifestyle.

The findings provide context for a campaign that connects mobility with women’s personal choices, family responsibilities and broader participation in society.

Hyundai Plans Further Activities Through December

The Riyadh activation marks the first phase of Hyundai’s three-month campaign in Saudi Arabia. Activities are planned to continue through November and December. The future phases will explore physical and mental wellbeing, everyday decisions and mobility.

It will also include partnerships, community experiences, social media content and conversations reflecting the changing lifestyles and priorities of women in the Kingdom. The following two elements are already confirmed:

• "The Drive to Wellness" podcast, hosted by Fatima Al-Banawi
• Free wellness experiences and digital content in the next phases

The podcast is designed as a platform for open discussion on health, life, ambition and wellbeing. So it will provide a platform for discussions about health, life, ambition and wellbeing. Hyundai also plans additional community activities, including free wellness experiences.

Supporting Saudi Vision 2030

Through “She Drives the World,” Hyundai aims to recognise women’s autonomy and influence while encouraging greater attention to health and wellbeing. The initiative also reflects the company’s stated commitment to Saudi Arabia and its support for the quality-of-life ambitions of Saudi Vision 2030.

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