Riding Towards Equality:
Hong Leong Yamaha Motor Hosts Fiesta Ride Smart, Ride Selamat
in Conjunction with International Women’s Day
In collaboration with the Malaysia Motorcycle Scooter Dealers’ Association (“MMSDA”), Hong Leong Yamaha Motor Sdn Bhd (“HLYM”) proudly announces the evolution of its annual road safety campaign. Formerly known as the Balik Kampung Road Safety Campaign, which commemorated its 25th silver jubilee celebration last year, the initiative this year will be known as Fiesta Ride Smart, Ride Selamat, with an objective to promote safer motorcycle-riding practices to female riders in conjunction with International Women’s Day. This reflects HLYM’s commitment to fostering a community-centric approach to road safety, aligning with contemporary lifestyles and societal needs.
The event, held at Stadium Bola Sepak Kuala Lumpur in Cheras, was officiated by the Member of Parliament for Bandar Tun Razak, Yang Berhormat Dato’ Seri Dr. Wan Azizah Binti Wan Ismail, the Chairman of MMSDA, Datuk Wee Hong, and Group Managing Director of Hong Leong Industries Berhad (HLI) Professor Dato’ Dr. Jim Khor Mun Wei, alongside the participation of female customers from Yamaha.
Professor Dato’ Dr. Jim Khor Mun Wei, Group Managing Director of HLI, emphasized the company’s shift towards a lifestyle-centric approach in its road safety campaign, reaffirming its dedication to enhancing road safety awareness. He stated, “As part of the group’s sustainability focus areas in social responsibility, we aim to make a significant social impact by implementing initiatives aimed at reducing road accidents, thereby positively impacting the communities and individuals.”
This year, HLYM celebrates International Women’s Day with a pioneering initiative, unifying women’s empowerment and safe riding practices to honor its female riders. The highlight of the event will be the attempt to break the Malaysian Book of Record (MBOR) of having the largest female riders gathering with its female riders club, the Dewi Yamaha Malaysia Club, which underscores its steadfast dedication to supporting women across diverse aspects of life. By inclusively assembling single mothers, representatives from social enterprises, and women entrepreneurs where they were given the opportunity to sell or promote their product during the event, this event serves as a platform for networking, sharing experiences, and fostering empowerment.
Participants can look forward to thrilling activities such as the Dewi Smart Ride Challenge, PW 50 Ride, Treasure Hunt and more, with the chance to win 2 units of Motorcycle and other exciting prizes. Complimentary bike inspections for all motorcycle brands are available as well to ensure safety prior to festive travelling. Additionally, riders will receive complimentary safety jackets sponsored by P&O and can participate in an exchange helmet program offered at booths hosted by Aeon Credit Service (M) Berhad and KHI.
Beyond the event, HLYM’s commitment to safety and education initiatives continues. From April 1st to April 7th, selected Yamaha dealers will provide free bike inspection services, ensuring riders’ vehicles are safe for the road.
The esteemed co-sponsors supporting our initiative, as delineated below:
| No. | Co-Sponsors |
|---|---|
| 1 | AEON Credit Service (M) Berhad |
| 2 | Berjaya Sompo Insurance |
| 3 | Columbia Asia Sdn Bhd |
| 4 | GIVI Asia Sdn Bhd |
| 5 | Guocera Sdn Bhd |
| 6 | Hong Leong Bank Berhad |
| 7 | Jabatan Pengangkutan Jalan (JPJ) |
| 8 | KHI Helmet |
| 9 | KYB-UMW Malaysia Sdn Bhd |
| 10 | Maxxis |
| 11 | NGK |
| 12 | PACIFIC & ORIENT Insurance Co. Bhd |
| 13 | RCB |
| 14 | RK South Asia Sdn Bhd |
| 15 | Tekhne |
Lee Chan Wee and Nurul Farzana Redha, Hong Leong Yamaha Motor (HLYM)