Abu Khader Automotive Announces Results of the BMW Group “Stay Alert. Stay Alive.” Road Safety Competition
Abu Khader Automotive Announces Results of the BMW Group “Stay Alert. Stay Alive.” Road Safety Competition

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February, 2014


Jordan.  Abu Khader Automotive, the official BMW Group importer in the Kingdom, has announced the results of its “Stay Alert. Stay Alive.” competition to promote road safety. With the collaboration of the Public Security Directorate/Central Traffic Department and the German Jordanian University, the competition was launched as part of the second phase of the BMW Group “Stay Alert. Stay Alive.” road safety campaign, for the second consecutive year.


42 entries were received, which were submitted under the competition objective to submit a detailed marketing plan to promote responsible driving habits amongst Jordanian students and the general public. The entries were judged on research, understanding of the severity of road safety in Jordan, creativity and platforms to promote the campaign.  The judging panel comprised road safety experts from the Central Traffic Department as well as BMW marketing personnel who selected three semifinalists after a period of careful deliberation.


 Dana Nimri & Issa Assaf as a team, were selected based on the criteria stated in the competition regulations. To ensure the utmost transparency and that the competition was conducted in a fair manner, Abu Khader Automotive marketing department conducted interviews with all semifinalists to inquire from them on details of their proposed plans and rationale on how it will help to raise awareness on road safety in the country by building a culture of safe driving habits.  


The overall competition winners were Dana Nimri & Issa Assaf as a team. A delegate from the winning team will go on an all-expenses paid trip to Dubai to work as an intern for a week in the Corporate Communications Department at the BMW Group Middle East regional headquarters. In addition, the winner will get a chance to work closely with Abu Khader Automotive to execute the winning plan in their 2014 ‘Stay Alert. Stay Alive’ Campaign, which will be launched in the second half of the year.



The winning proposal tackled the psychological aspect of road safety to help students understand and witness the devastating effects of reckless driving; by utilizing strong images and wrecked vehicles on various visual communication means, social media as well as physical locations to influence their psyche. The proposal also entails that unfortunate students who have been involved in traffic collisions share their experiences and the damages they have sustained.


Commenting on the initiative, the CEO for Abu Khader Automotive Nicola Abu Khader, expressed his delight with the results of the competition, which was the first of its kind to be launched in Jordan. He added “This campaign in its second year comes as a firm commitment from Abu Khader Automotive/ BMW Group to its social responsibility in raising the level of traffic safety awareness and building a culture of safe driving behaviour among all segments of society, particularly youth.” He also encouraged today’s youth to really think before they drive, underlining the importance of wearing seatbelts and taking all the necessary steps to protect themselves, their family, and the society as a whole.


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About Abu Khader Group

The Abu Khader Group was founded in 1937, under the leadership of the late Nicola Abu Khader, who established, developed and managed the automotive and auto parts business hand in hand with his brothers Salim and Yousef, until he was joined by the second generation.

Today, the Group is managed by the family’s third generation members: Nicola Abu Khader, who continues to expand the business, and under his leadership, new subsidiary companies and specialized divisions have been developed and added to the Group. The result is an integrated group of companies, each specializing in a different field, with its own independent management. The decentralized structure allows each company in the group to remain strategically focused, and close to market segment and customers.

The Abu Khader Group is one of the leading business groups in Jordan, proudly achieving growth in all business sectors, including but not limited to; automotive spare parts, lubricants, automotive dealerships, tires, battery manufacturing, leasing, car rental, public transport, real estate, technology and education. Over the past decade, the Abu Khader Group has become one of the leading automotive dealerships in Jordan. The Abu Khader Group is the exclusive dealer & distributor for a number of world leading passenger and commercial vehicle brands, including Opel, FIAT, Chevrolet, GMC, Cadillac, HUMMER, BMW, MINI, Mitsubishi commercial, and Fuso trucks.

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Media website: www.press.bmwgroup.com


VARCC – Arabian Communications                                              Abu Khader Automotive

Sarah Haddadin                                                                              Omar Halaseh

Sara.haddadin@varcc.com                                                               omarhalaseh@ak.com.jo

Tel: (+962) 6 4654824                                                                       Tel:  (+962)  6 580-3606

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