Coinciding with the arrival of the holy month of Ramadan, the Kingdom of Saudi Arabia is witnessing the launch of its largest community campaign to promote and strengthen the culture of electric vehicles, under the slogan #DriveSmart . This pioneering initiative, which will run for six months, is sponsored by Seer, the first Saudi electric vehicle brand, underscoring the company's pivotal role in leading the transition towards a sustainable transportation future in the Kingdom.
An ambitious national context: The campaign is part of Vision 2030
This campaign is not a product of a vacuum, but rather stems from the core of larger national strategies. It aligns directly with the objectives of Saudi Vision 2030 , which prioritizes economic diversification and reducing dependence on oil. The campaign also supports the ambitious goals of the Saudi Green Initiative, which aims to significantly reduce carbon emissions and achieve net-zero carbon emissions by 2060. The transportation sector is a key target within these initiatives, with the Kingdom aiming for electric vehicles to comprise 30% of all vehicles in the capital, Riyadh, by 2030.
Campaign objectives and expected impact
The “#DriveSmart” campaign aims to build a bridge of knowledge between electric vehicle technologies and all segments of Saudi society. It seeks to dispel misconceptions and provide accurate information about the economic and environmental benefits of these vehicles, such as fuel and maintenance cost savings and zero harmful emissions. Locally, the campaign is expected to accelerate the adoption of electric vehicles and stimulate demand for supporting infrastructure, such as charging stations, thus creating an integrated system for clean transportation. Regionally, this initiative reinforces the Kingdom’s position as a leader in sustainability and technology in the Middle East.
Diverse programs and activities to reach everyone
The campaign was designed to be comprehensive and interactive, targeting government employees, school and university students, and the general public through a range of structured activities delivered by a select group of experts and consultants, including:
- Workshops and awareness meetings: held in person and online to highlight the economics of electric vehicles and their positive impact on the environment and quality of life.
- Training tours: These aim to transfer technical and practical knowledge to those interested and specialized in this vital and promising sector.
The campaign coincides with the spirituality of Ramadan through unique initiatives, most notably:
- Daily radio program: via UFM radio during prime time (10 pm), to host specialists and discuss the future of electric mobility.
- The “20*30” initiative: Digital meetings via the (Zoom) application for 30 minutes over 20 days, enabling beneficiaries from all regions of the Kingdom to have direct dialogue with officials and experts.
SEER's pioneering role in shaping the future
SIR's sponsorship of this campaign underscores its commitment to social responsibility and its role as a key player in the electric vehicle sector. Founded as a partnership between Saudi Arabia's Public Investment Fund and Foxconn, SIR aims not only to manufacture cars but also to cultivate a conscious and responsible society ready to adopt smart and sustainable transportation solutions. Through this partnership, the company is paving the way for the launch of its vehicles in the local market, contributing to the Kingdom's environmental and economic goals.
