Continental recently partnered with Huda M. Al Matroushi, the first female Emirati car mechanic, to spread awareness among women on key automotive safety topics, including how to deal with on-road emergencies and basic car maintenance. The collaboration is part of Continental’s global commitment to empower women, and to achieve its Vision Zero goal: Zero Fatalities, Zero Injuries, Zero Crashes.
Al Matroushi, who has created history undertaking her personal automotive journey, led a female-focused educational workshop that delved into her remarkable achievement in what has been a traditionally male-dominated industry. Attendees also received a comprehensive introduction to essential car maintenance and the importance of tyre safety. The workshop fostered a vibrant exchange of personal experiences and shed light on the evolving landscape of the industry.
Commenting on her involvement with Continental, Al Matroushi said: “Inspiring women to take charge of their vehicles and ensuring their safety on the road is a mission close to my heart. Together with Continental, we are looking to break barriers and shatter stereotypes, ensuring that women can excel in any field they choose. Through knowledge and skill, we're driving towards a future where every woman feels confident and empowered behind the wheel.”
The partnership with Al Matroushi is one of a number of unique initiatives undertaken by Continental across the Middle East in achieving its Vision Zero goal. The brand has partnered with influencers, educational establishments, driving institutes and government organizations to install these key messages in current and future drivers across the region.
“At Continental, safety takes precedence as our utmost priority, and we wholeheartedly endorse ground-breaking initiatives that foster a robust road safety culture throughout society. Our enduring partnerships with different stakeholders across the region provides us with the perfect team to help us achieve our Vision Zero objective in unique and engaging ways. Moreover, we strive to inspire women to assume pivotal roles in driving forward this safety-oriented culture,” remarked Karel Kucera, Managing Director of Continental Middle East.
Following the informative workshop, attendees had the chance to immerse themselves in a state-of-the-art AI Driving Hub. Created by AI Driving Metaverse Group, this cutting-edge simulator harnesses artificial intelligence to analyse the psycho-physiological characteristics of drivers, utilising biometric and sensor data, a Digital Twin, patented motion platform, and customisable road scenarios.
“We have been part of the Continental family for many years and BestDrive supports the brand’s unwavering dedication to safety and women’s empowerment, as we prioritise the safety of our customers through our products and services, while also offering ongoing support to all community groups,” said Shaun Smith, Group General Manager, Al Masaood & Sons Automotive.
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Women have always made their way in the world of car racing with difficulty, defying all stereotypes, views and societal expectations in a field that has been dominated by men for decades. The struggle for supremacy is particularly difficult in the Middle East, but that has not buried the dreams of many women to sit behind the wheel of racing cars on the Track, especially the team of Palestinian racers who called themselves the “Speed Sisters.” In the following lines, we will introduce you to them in a quick tour and how they were an inspiration to many ambitious girls who only accept achieving their dreams, no matter how impossible they seem.
In the heart of the Middle East, where societal norms often dictate gender roles, one Palestinian woman is defying stereotypes and tearing up the track as a street racer and drifter. Meet Noor, a trailblazer who is not only challenging conventions but also inspiring a generation of women across the region. As a member of the Speed Sisters, the Arab world's premier female racing team, Noor is making history with every turn of the wheel.
Hailing from Palestine, Noor's journey into the world of motorsports was anything but conventional. Growing up in a society where pursuits like racing were predominantly seen as male-dominated activities, she faced skepticism and opposition from many. However, fueled by her passion for speed and adrenaline, Noor refused to let societal expectations hold her back.
A new survey conducted by Audi Abu Dhabi has revealed that seven in ten UAE residents believe that women are independent and confident in making their own decisions when buying and driving a performance car. The research, which explores general perceptions around women and performance cars, comes as Audi Abu Dhabi is geared to launch the new Audi RS3 Sedan and RS3 Sportback models.
While the survey results also showed lingering perceptions that women are less interested in performance cars (38%), have less knowledge of performance cars (39%), and are less skilled when it comes to driving them (37%), the findings interestingly showcased that the influence of external opinions holds little sway.
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