In a Kingdom accelerating toward innovation and inclusion, Aseel Al Hamad stands at a rare intersection: design, motorsport, and national transformation. As Saudi Arabia's first female Formula 1 driver, a seasoned entrepreneur, and a strategic voice in global motorsport, Aseel exemplifies the spirit of Vision 2030.
From Riyadh to the Global Stage
Aseel's story begins in Riyadh, where she earned her Bachelor of Science in Interior Design Engineering from Prince Sultan University in 2009. Her early career path was rooted in creativity and structure, launching IDEGREE DESIGN, an interior design firm that would later win the Arab Property Award for its work on Bagatelle Jeddah.
Driven by a hunger for self-development, she pursued an MBA from Alfaisal University, graduating in 2019, and later completed the Entrepreneurial Edge Programme at London Business School in 2023. Alongside these academic milestones, she earned a certification in Formula 4 racing, building a multidisciplinary foundation that would serve her across industries.
IDEGREE DESIGN: Building Spaces with a Vision
IDEGREE DESIGN, founded in 2009, is Aseel's flagship entrepreneurial venture. Based in Riyadh, the firm delivers high-end, turnkey interior solutions for residential and commercial spaces. Her leadership helped the company expand regionally, gaining recognition for excellence in aesthetics, execution, and cultural relevance.
STEER: Luxury Tourism on Saudi Roads
Aseel didn’t stop at design. In 2023, she co-founded STEER, a tourism company offering luxury supercar tours across Saudi Arabia. It isn’t just a business, but a cultural initiative aligning with Vision 2030's goal to elevate tourism, redefine mobility, and attract global enthusiasts to experience the Kingdom's landscapes through horsepower and heritage.
Breaking Barriers in Motorsport
Before women could legally drive in Saudi Arabia, Aseel had already imported and owned a Ferrari in 2012 and learned to drive in Dubai. In December 2017, she became the first female board member of the Saudi Arabian Motor Federation (SAMF). Soon after, she was appointed Saudi Arabia's representative to the FIA Women in Motorsport Commission, marking her influence on an international level.
Her symbolic breakthrough came on June 24, 2018, the day Saudi Arabia lifted the driving ban on women. At the invitation of Renault, she completed a celebratory lap in a Formula 1 Lotus Renault E20 at the French Grand Prix circuit in Paul Ricard. It was more than a drive. It was history on wheels. In 2022, she returned to the track, this time on home soil. Partnering with British racer Abbi Pulling, Aseel became one of the first women to drive a Formula 1 car in Saudi Arabia. These moments weren’t just PR milestones; they were paradigm shifts.
Impact Metrics & Recognition
- First Saudi woman to drive a Formula 1 car
- First female board member at SAMF
- Judge at Women’s World Car of the Year Awards (appointed in 2023)
- Arab Property Award Winner for IDEGREE DESIGN
- Ambassador for Italian Sports Cars
These honors mark Saudi Arabia’s broader commitment to celebrating local talent in global arenas.
Leadership Style & Strategy
Aseel embodies a hybrid leadership model. She blends the precision of engineering with the vision of design and the boldness of motorsport. Her decision-making style is both data-informed and purpose-driven. By mentoring young professionals and speaking publicly about inclusion and innovation, she actively shapes the next generation of Saudi leaders.
Her ventures mirror her leadership: creative, structured, and fearless. Whether designing a luxury interior or curating a supercar experience, she centers user experience, cultural context, and excellence.
Vision 2030 in Motion
Aseel’s journey is a live case study in Vision 2030 values:
- Inclusion: From boardrooms to racetracks, she redefines what leadership looks like for Saudi women.
- Innovation: Her dual ventures in design and automotive tourism bring fresh business models to market.
- Economic Diversification: IDEGREE and STEER contribute to the design, tourism, and automotive sectors, vital non-oil industries.
Through media presence and strategic appointments, Aseel also serves as a cultural ambassador. She doesn’t just build businesses; she builds narratives of progress.
Defining What's Possible for Saudi Women
Aseel Al Hamad is more than a motorsport enthusiast or design entrepreneur. She is a bridge-builder between tradition and transformation. Her journey reflects the courage to dream big, the discipline to execute, and the generosity to lead others along the way. In her, Saudi sees a symbol of possibility: a woman who turns opportunity into action and creates platforms where others can thrive.
Final Lap: A Reflection for the Next Generation
For every young Saudi seeking direction and possibility, Aseel's journey is both a mirror and a map. She proves that passion, when aligned with persistence and national values, can create legacy. So whether you're sketching designs, launching startups, or chasing dreams at full throttle, remember this: the road ahead isn't fixed. It’s open. And the next bold driver of Saudi's transformation could be you.
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