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In 1945 Abdul Latif Jameel started his business with a philosophy and vision to put his customers, or ‘Guests’, first. This underlying principle, coupled with Abdul Latif Jameel’s visionary approach, formed the foundations of the company that still bears his name today. Abdul Latif Jameel understood the importance of personal transportation to the people of Saudi Arabia. Before, there were many paved roads, Abdul Latif Jameel saw the benefits of introducing 4x4 vehicles which would allow his customers to navigate the terrain of the country. His first order of four "BJ" model 4x4 vehicles was the start of a long-standing relationship with Toyota Motor Corporation.