Seven Decades of Partnership: How Abdul Latif Jameel Built Toyota’s Middle East Presence

The relationship between Saudi Arabia’s Abdul Latif Jameel and Japanese automotive giant Toyota Motor Corporation stands as one of the global auto industry’s most enduring and successful partnerships, spanning nearly seven decades and playing a crucial role in establishing Toyota’s dominant position in Middle Eastern markets.

Under the leadership of Hassan Jameel, who serves as Chairman of the Board of Managers of Abdul Latif Jameel Motors, the company recently secured Toyota’s prestigious Gold Award in the Distributor Award Program for the 13th consecutive year, highlighting the continued strength of this historic partnership.

“We started finding other distribution and retail opportunities across the Middle East and North Africa,” Mr. Jameel explained, recounting the company’s expansion. “We became one of the biggest independent Toyota distributors; even today, we partner with Toyota in North Africa, Turkey, China, and Japan.”

The partnership began in the mid-1950s when Hassan’s grandfather contacted Toyota Motor Corporation to import vehicles into Saudi Arabia. What started as a bold entrepreneurial initiative has evolved into a distribution network that, at its peak, sold nearly half a million new vehicles annually across its territories.

A unique aspect of the relationship is ALJ’s operation of a Lexus dealership in Japan itself—the only non-Japanese Lexus dealer in Toyota’s home market. “We are the only non-Japanese Lexus or Toyota dealer in Japan, which we consider a tremendous honor,” Mr. Jameel noted.

This unusual position reflects the deep cultural ties between ALJ and Toyota, which extend beyond typical business relationships. Multiple generations of the Jameel family have studied and trained in Japan, absorbing Japanese business practices and philosophy.

“We spent a lot of time with Toyota—learning the Toyota way and absorbing the culture,” Mr. Jameel explained. “Today, we’re following the Toyota way, using approaches of kaizen [continuous improvement] and genchi genbutsu—which means go out to the field and experience it yourself.”

Industry analysts point to this cultural exchange as a key factor in the partnership’s longevity. While many international distribution agreements have dissolved over time, ALJ and Toyota have maintained their collaboration through multiple generations of leadership on both sides.

Masaru Shimada, General Manager of India & Middle East Division at Toyota Motor Corporation, recently acknowledged this relationship, stating: “Abdul Latif Jameel Motors’ remarkable performance is a testament to their hard work, creativity, and passion for excellence.”

Under Hassan Jameel’s leadership, ALJ has continued to strengthen its Toyota operations while simultaneously diversifying into other sectors and technologies, including investments in electric vehicle manufacturer Rivian. This balanced approach allows the company to maintain its core automotive distribution business while exploring emerging mobility trends.

The Toyota partnership remains central to ALJ’s identity, even as the company expands into new territories. Having evolved from a single gas station in Jeddah in 1945 to a global conglomerate operating across multiple sectors, Abdul Latif Jameel continues to build on the foundation established through its enduring relationship with Toyota.