Lotus Cars UAE, managed by Adamas Motor Group, is thrilled to announce the resounding success of the Emirati Women’s Day celebration event held in collaboration with Pirelli Middle East from their state-of-the-art P ZEROTM World facility in Dubai, UAE. The activity provided an exclusive yet informal platform for female customers and members of the media to learn more about both brands, as well as to explore the tyre technology developed by Pirelli for the new Lotus Eletre hyper-SUV.
The gathering featured a variety of activities, including keynote speeches from prominent figures behind both brands, a perfume-making workshop, as well as a simulator competition that allowed participants to experience the thrill and engagement that only driving a Lotus can provide. Furthermore, all attendees had an opportunity to explore the innovative design and luxury features of the new Lotus Eletre all-electric hyper-SUV, which opens a new chapter for electric mobility.
Karl Hamer, Chairman & CEO of Adamas Motor Group commented, “We are delighted to partner with Pirelli Middle East to celebrate Emirati Woman’s Day and pay tribute to the achievements and contributions of women in the UAE. The event provided a perfect platform to strengthen our relationship with our female customers, while allowing all guests immerse themselves into the exciting worlds of these two iconic brands.”
Giuliano Menassi, Senior Vice President Region MEAI and Russia of Pirelli, commented: “Pirelli is honored to celebrate Emirati Woman’s Day, recognizing their achievements, contribution and inspiration. Supporting and empowering women, inspiring them to seize opportunities and harness their potential is embedded into our development vision and value creation, in terms of the economy and society. This conviction led us to set challenging goals in the industrial plan presented in March 2024 with specific targets addressing the gender pay gap and to increase the number of women in managerial positions.”
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The fourth edition of the Abaya Rally lit up the Dubai Autodrome on August 24, 2024, as over 200 women came together to celebrate Emirati Women’s Day with a powerful display of unity and empowerment. Organized by Orbit Events, this all-women drive showcased the strength and resilience of women from various nationalities, all proudly driving in their Abayas.
Sophia Flörsch, born on December 1, 2000, is a name that resonates with resilience and talent in the motorsport world. Hailing from Munich, Germany, she has carved a remarkable career path across various racing disciplines, including FIA Formula 3, DTM, and the FIA World Endurance Championship. Flörsch's journey is not just a story of speed and skill but also one of overcoming challenges and breaking barriers, especially as a woman in a male-dominated sport.
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