Hyundai Motor Company has launched “ She Drives the World ” in Saudi Arabia, a campaign designed to recognise women not only as drivers, but also as decision-makers, caregivers, consumers and contributors to the Kingdom’s ongoing transformation.
The campaign moves beyond a traditional automotive message, positioning Hyundai in a broader conversation around women’s health, wellbeing and mobility. Inspired by Hyundai’s global vision of “Progress for Humanity”, the platform also supports the quality-of-life goals of Saudi Vision 2030.
Launching during Breast Cancer Awareness Month , the first phase of the campaign begins with women’s health through a partnership between Hyundai Motor Company and Saudi German Health .
As part of the initiative, women aged 40 and above can register for one of 600 complimentary mammograms , which will be carried out at Saudi German Health. The screenings are being supported through joint Hyundai and Saudi German Health activations in Riyadh and Jeddah .
The activation stands also host VIP panel sessions featuring Saudi German Health specialists and breast cancer survivors, with discussions focused on prevention , detection and recovery .
The on-ground experience also includes conversations, entertainment and family-focused experiences, creating a more open and accessible environment around women’s health.
The campaign is rooted in new research commissioned by Hyundai Motor Company and conducted by YouGov among women aged 18 and above in Saudi Arabia between 22 and 25 September 2026 .
The findings revealed a significant gap between awareness and action when it comes to breast cancer screening.
Among the 413 women surveyed in Saudi Arabia, only 17 per cent said they had undergone breast cancer screening, such as a mammogram or clinical exam, during the past 12 months. A further 35 per cent said they plan to undergo screening.
This insight forms one of the core strategic foundations of She Drives the World: the issue is not simply awareness, but the gap between intention and action.
The research also revealed that women’s own wellbeing is often deprioritised due to everyday responsibilities. Family and caring responsibilities , cited by 22 per cent of respondents, and lack of time , cited by 19 per cent , emerged as the top barriers to women prioritising their own health and wellbeing.
The idea that emerged from these findings is simple: women drive the world around them, but often put themselves last . Hyundai has chosen to begin the platform by focusing on her health.
At the same time, the research points to the increasingly central role women play in mobility and household decision-making in Saudi Arabia.
More than two-thirds of women surveyed, 68 per cent said they currently drive either regularly or occasionally. Meanwhile, 83 per cent said they either make the final decision themselves when choosing a vehicle for themselves or their household, or are equally involved in that decision.
Mobility is also becoming increasingly personal. Nearly nine in ten women surveyed, 88 per cent, said it is important that their car reflects their personality and lifestyle.
These insights allow Hyundai to connect women’s health, wellbeing and mobility under a single long-term platform rather than treating them as separate themes.
Shireen El Kara , Marketing Manager, Hyundai Motor Company, said: “Women in Saudi Arabia are playing an increasingly influential role in shaping their famili…