Emirati Women’s Day has become a key moment for brands in the UAE to move beyond symbolic gestures and create activations that resonate with local audiences. This year, BMW Motorrad AGMC and BMW Motorrad Middle East marked the occasion with a Female Community Ride, bringing together more than 40 women bikers for an evening centred on connection, empowerment and shared passion.
Held on 23 August in collaboration with Emirati biker Hind AlBudoor, the ride drew women of diverse nationalities from across the country. The gathering began at AGMC Dubai Motor City with stories from the community, reflecting this year’s Emirati Women’s Day theme, “Hand in Hand”.
Setting off from the showroom, Hind led the way on the classic Bluestone Metallic 2025 BMW S 1000 RR superbike. Driving on Dubai’s iconic Al Qudra road, the riders followed a pre-planned route to Bab al Shams Desert Resort.
For organisers, the initiative went beyond the thrill of the open road.
“This event is a powerful reminder of the strength and resilience of women in the UAE. At BMW Motorrad AGMC, and as a passionate biker, we believe in creating spaces where women can express their passion for motorcycling and connect with one another. Together, we are not just riding; we are building a community that inspires and empowers.”, commented Muhamet Latifi, National Brand Manager Motorrad at AGMC.
Sharing his thoughts on the event, Steve Noon, Head of BMW Motorrad at BMW Group Middle East reflected, “The Female Community Ride is more than just an event; it’s a celebration of the incredible achievements of women across the emirates. We are proud to support initiatives like these that promote inclusivity and encourage women to embrace their passions. At BMW Group Middle East, we are committed to providing the tools and opportunities for women to thrive, both on the road and in life.”
By anchoring its activation in community, BMW Motorrad joined a growing number of brands using Emirati Women’s Day to build authentic, long-term connections rather than one-off campaigns.
