The all-female regularity rally, Rally A’Shira Richard Mille, significantly expanded its horizons for its 2025 edition, shifting its challenging route from Saudi Arabia to the diverse and striking terrains of Morocco.
A landmark achievement as the first all-female-led regularity rally in the Middle East and North Africa (MENA) region, brought together forty skilled women from Europe, Asia, and the Middle East for an intense five-day journey of over 1,400 kilometres, the all-female rally took place from October 16 to 21, 2025.
The extensive route, beginning in the historic city of Marrakech and culminating in the beautiful coastal locale of Tamuda Bay, introduced participants to the rich heritage and varying landscapes of Morocco, traversing major hubs like Casablanca, Ifrane, and Rabat. The rally’s name, derived from A’Shira, the South Star that traditionally guided night explorers, perfectly encapsulates the event’s spirit of discovery, navigation, and sustained focus.
Unlike speed-focused motorsport, a regularity rally demands meticulous precision over pace. Competitors must adhere to precise average speeds across predetermined segments, with success depending on the team's consistency, timing, and navigational accuracy. Tilly Harrison, Managing Director at Richard Mille Middle East, emphasised this challenge, noting that the discipline required participants to master control and awareness rather than velocity.
Championed by Amanda Mille, Richard Mille Partnerships Director, Rally A’Shira continues to celebrate female camaraderie and adventure while integrating cultural immersion. Mille described the rally as a "profoundly human adventure," offering an extraordinary way to connect deeply with the host country. Morocco, with its varied terrain, proved an ideal setting to test this blend of endurance, adaptation, and precision driving. The event, which will continue to evolve, successfully sets the stage for future rallies to explore even more demanding and uncharted territories.
Richard Mille Ashira Rally 2025 took place between October 16 - 21, 2025
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