Hong Leong Yamaha Motor Sdn Bhd (HLYM) is collaborating with the Malaysia Motorcycle Scooter Dealers’ Association (MMSDA) to start a new version of its annual road safety campaign. Formerly known as the Balik Kampung Road Safety Campaign (which celebrated its 25th anniversary last year), this year’s initiative is rebranded as Fiesta Ride Smart, Ride Selamat.
This campaign also took the opportunity to coincide with International Women’s Day to promote safer motorcycle-riding practices among female riders. The campaign is one of HLYM’s commitment to a community-centric approach to road safety based on current lifestyles and societal needs.
“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,” commented Professor Dato’ Dr. Jim Khor Mun Wei, Group Managing Director of Hong Leong Industries Berhad, who also highlighted the company’s transition towards a lifestyle-centric approach in its road safety awareness campaign.
This year, HLYM celebrates International Women’s Day with a pioneering initiative i.e. integrating women’s empowerment with safe riding practices. The event’s centerpiece was the attempt to enter the Malaysian Book of Records (MBOR) for the largest gathering of female riders, with the Dewi Yamaha Malaysia Club. This effort is meant to support women across diverse aspects of life, and includes bringing together single mothers, representatives from social enterprises, and female entrepreneurs to a platform for networking, sharing experiences, and fostering empowerment.
The gathering was held at Stadium Bola Sepak Kuala Lumpur in Cheras and was graced by dignitaries including the Member of Parliament for Bandar Tun Razak, Yang Berhormat Dato’ Seri Dr Wan Azizah binti Wan Ismail, and the Chairman of MMSDA, Datuk Wee Hong.
Participants took part in a range of activities including the Dewi Smart Ride Challenge, PW 50 Ride, Treasure Hunt, and more. There were also complimentary bike inspections for all motorcycle brands to help ensure a safe ride especially for those making long journeys on motorbikes. Additionally, participating riders received complimentary safety jackets sponsored by P&O, and some participated in a helmet exchange programme at the booths hosted by Aeon Credit Service (M) Berhad and KHI.
Beyond this event, HLYM’s commitment to safety and education initiatives continues. From 1 to 7 April 2024, selected Yamaha dealers will provide free bike inspection services to ensure the riders’ vehicles are safe for the road.
HLYM also expresses gratitude for the support shown by its co-sponsors i.e.: