RIYADH, 11th June 2024: Ceer, Saudi Arabia’s first electric vehicle (EV) brand and original equipment manufacturer (OEM) has signed a SAR 8.2 billion (USD 2.18 billion) partnership with Hyundai Transys for the supply of innovative Electric Vehicle Drive Systems (EDS) for its vehicles.
“This landmark partnership is another step forward in our mission to ignite the Saudi automotive sector. In this journey, we are delighted to partner with Hyundai Transys, who join our list of globally leading partners, allowing us to integrate this cutting-edge EDS technology in our world-class electric vehicles” said Ceer CEO James DeLuca.
Unlike typical EDS, which comprise separate motors, inverters, and reduction gears, resulting in power loss between connecting cables and limitations in vehicle space configuration, Hyundai Transys’s integrated EDS is a three-in-one system that combines a motor required to drive the EV, an inverter, and a reduction gear, which converts power to control the motor’s torque.
This advanced system significantly reduces size and weight while enhancing power efficiency, thereby streamlining the EV design process and boosting cost competitiveness.
“With this agreement, we are confident of the success of this project through closer cooperation between our two companies and we look forward to developing this relationship further for a long-term partnership,” said Steve Yeo, CEO of Hyundai Transys.
RIYADH, Saudi Arabia. 6th June 2024: Ceer — Saudi Arabia’s first electric vehicle (EV) brand and original equipment manufacturer (OEM) – has joined the United Nations Global Compact and is embedding its 10 principles into its strategy, culture, and operations.
Joining the UN Global Compact reflects Ceer’s commitments to sustainability, public accountability, and transparency, and developing new networks and partnerships. This is in-line with Ceer’s position as a portfolio company of Saudi Arabia’s Public Investment Fund (PIF), supporting the Fund’s vision for a sustainable and diversified national economy. It is also aligned with Ceer’s support of the Saudi Green Initiative (SGI), as well as with the company’s dedication to the UN Sustainable Development Goals (SDGs).
“Ceer is steadfastly committed to igniting the Kingdom’s progress in Environmental, Social and Governance (ESG) best practices in the automotive industry. We underscore this commitment by reinforcing our responsibility, our sustainability, and our transparency, integrating the Compact’s 10 principles into heart of all we do,” said Jim DeLuca, CEO of Ceer.
As Saudi Arabia’s first end-to-end EV brand and OEM, Ceer — a joint venture between PIF and Foxconn — was launched to support the electric vehicle sector, aligned with Saudi Arabia’s Vision 2030 aspirations for economic diversification, carbon emission reduction, and mobility innovation.
Ceer is designing, manufacturing, and supplying technologically sophisticated electric sedans and SUVs, leveraging advanced systems from Foxconn and BMW, to be produced in the Ceer Manufacturing Complex (CMC) currently under construction in King Abdullah Economic City (KAEC) on Saudi Arabia’s Red Sea coast.
Launched in 2000, the UN Global Compact is the largest corporate sustainability initiative in the world, with more than 20,000 companies based in over 160 countries.
RIYADH, Saudi Arabia. March 7, 2024:
Ceer — Saudi Arabia’s first electric vehicle (EV) brand and original equipment manufacturer (OEM) has announced the awarding of a SAR 5 billion (USD 1.3 billion) contract for the construction of the Ceer Electric Vehicle Manufacturing Complex in King Abdullah Economic City.
The contract has been awarded to Saudi company Modern Building Leaders (MBL) to build a state-of-the-art facility, spanning over 1 million square meters, and will have an area under roof of 530,000 square meters. It will include dedicated zones for every stage of vehicle production, including a press shop, body shop, paint shop, and general assembly. Additionally, the complex will feature dedicated zones for logistics, waste management, warehouses, offices, water treatment system and a vehicle test track.
“We are delighted to witness the realization of our vision to ignite Saudi Arabia’s mobility industry, beginning with the construction of the Ceer Electric Vehicle Manufacturing Complex. This complex will be a benchmark for industrial excellence within the region and globally. It will feature the best technologies, equipment, and people, supported by partnerships with global industry leaders such as Dürr, Schuler, Siemens, ABB, and many more.” said Jim DeLuca, CEO of Ceer.
As Saudi Arabia’s first electric vehicle brand and OEM, Ceer — a joint venture between PIF and Foxconn — was launched to support the electric vehicle sector, aligned with Saudi Arabia’s Vision 2030 aspirations for economic diversification, carbon emission reduction, and sustainable development. Ceer is committed to designing, manufacturing, and supplying technologically sophisticated electric sedans and SUVs, leveraging advanced systems from Foxconn and BMW, all from its base of operations in King Abdullah Economic City, Saudi Arabia.
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About Ceer – www.ceermotors.com
Ceer is the first Saudi automotive brand to produce electric vehicles in Saudi Arabia, and will design, manufacture and sell a range of vehicles for consumers in Saudi Arabia and the MENA region, including sedans and sports utility vehicles. A part of PIF’s strategy to diversify Saudi Arabia’s GDP growth by investing in promising growth industries, Ceer will attract over US$150 million of foreign direct investment, and create tens of thousands of direct and indirect jobs. Ceer is projected to directly contribute US$8 billion to Saudi Arabia’s GDP by 2034. The company, which is a joint venture between PIF and Hon Hai Precision Industry Co. (“Foxconn”), will license component technology from BMW for use in the vehicle development process. Foxconn will develop the electrical architecture of the vehicles, resulting in a portfolio of products that will lead in the areas of infotainment, connectivity and autonomous driving technologies. Each vehicle will be designed and manufactured in Saudi Arabia and tested to the highest global automotive quality control and safety standards.
Ceer, Saudi Arabia’s first electric vehicle (EV) brand, will be entering into new directed sourcing agreements with third party line builders and contractors and Siemens for an advanced automation system for its manufacturing facility in King Abdullah Economic City. This collaboration will redefine automotive manufacturing in Saudi Arabia and will enhance the Kingdom’s economic growth, with projections of an additional US$8 billion to Saudi Arabia’s GDP by 2034.
The core element of the agreements involves integrating Siemens Digital Industries’ solutions to ensure streamlined digitalization and automation within Ceer’s operations. As part of the commitment to knowledge-sharing, Siemens will offer an extensive training program for 100 engineers at Ceer. This initiative will cultivate local expertise, familiarizing them with Siemens’ advanced technologies, and will help to develop a competent workforce ready to spearhead innovation in the automotive sector.
“Our collaboration with Siemens is a significant step toward realizing Ceer’s vision of placing Saudi Arabia at the forefront of the global EV industry,” said Jim DeLuca, Ceer’s CEO. “We are deploying state-of-the-art technologies that will make our plant more productive and efficient, and that will enable us to meet the ambitious target of rolling out Ceer’s portfolio of vehicles in the coming years.”
Siemens concept for “Totally Integrated Automation” will play a central role in controlling and driving all aspects of production; Ceer’s manufacturing facility will deploy Siemens’ automation across manufacturing lines and production sections. Siemens Simatic Controllers will enable Ceer to automate factory operations such as robots and conveyor lines, including safety functionality.
“We are committed to elevating the automotive manufacturing sector in Saudi Arabia,” said Fawwaz Alshammari, SVP and Country Head of Digital Industries at Siemens Saudi Arabia. “Our dedication to the Kingdom’s sustainable growth is evident in localizing technologies and developing talent through our training initiatives in many sectors.”
Ceer and KAUST will work on next-generation innovations in the automotive industry.
Jointly-developed research will translate into innovations for use in Ceer’s electric vehicles.
Riyadh, Saudi Arabia, October 16, 2023 – Ceer, Saudi Arabia’s first electric vehicle (EV) brand, and King Abdullah University of Science and Technology (KAUST), a leading graduate research institution, are partnering to research, develop and innovate for breakthroughs in smart mobility. The agreement covers a host of areas, including connectivity and autonomous driving, and is in line with KAUST’s new strategy to transform research into economically productive innovations in sectors such as sustainable energy and industrial leadership.
By working together, Ceer’s technical experts and KAUST’s researchers will advance technologies and find groundbreaking solutions that can be implemented as global firsts in Saudi Arabia, with applications for Ceer’s electric vehicles. Ceer and KAUST Innovation will work together to develop an automotive vertical in support of Saudi-based, technology-focused SMEs and the Kingdom’s growing automotive manufacturing industry; promote economic diversification; and create jobs. As part of efforts to enhance cooperation and foster knowledge exchange, Ceer and KAUST will share facilities for the purpose of conducting seminars, conferences, research and development and other collaborative activities.
“Our strategy is built on our ambition to contribute to both Saudi Vision 2030 and the country’s research, development and innovation priorities,” said KAUST President Dr. Tony Chan. “We want to transform groundbreaking research in smart mobility into concepts that can be used by the electric vehicle industry and in Ceer’s own EVs. By joining with Ceer, we can co-develop new ideas and applications that will help reduce emissions, make our vehicles safer and smarter, and ultimately help diversify Saudi Arabia’s economy.”
“I am excited about the opportunity to partner with KAUST to co-create next-gen technologies for our made-in-Saudi electric vehicles,” said Ceer CEO James DeLuca. “Together, we will accelerate research in the automotive industry to create innovations here in the Kingdom while creating more high-value jobs for young nationals to further diversify the Saudi economy.”
Riyadh, Saudi Arabia, August 15, 2023 – Ceer, Saudi Arabia’s first electric vehicle brand, announced that it is collaborating with Siemens Digital Industries Software to accelerate Ceer’s digital transformation and empower Ceer’s engineers to design and build truly next-generation vehicles using the Siemens Xcelerator portfolio of industry software for the design, development, validation, and manufacturing of Ceer’s electric vehicles
James DeLuca, Ceer’s CEO, said, “We are happy to collaborate with Siemens Digital Industries Software and deploy its portfolio of solutions at Ceer. Given the transformational changes in the automotive industry, having the right partner and the right software solution are fundamental to our mission to design, build, and sell aspirational vehicles for our customers. ”
“We are delighted that Ceer has chosen the Siemens Xcelerator portfolio of industry software to help build the first electric vehicle brand in the Kingdom and to kick start the automotive manufacturing industry in the region,” said Edwin Severijn, Senior Vice President and General Manager EMEA, Siemens Digital Industries Software.
Riyadh, Saudi Arabia: The Saudi Ministry of Industry and Mineral Resources has granted an industrial license to Ceer, the first Saudi electric vehicle brand. An industrial license is a key step for Ceer to build its manufacturing facility over one million m2 in King Abdullah Economic City’s Industrial Valley in Saudi Arabia.
A joint venture between the Public Investment Fund (PIF) and Foxconn, Ceer was launched last November under the patronage of His Royal Highness, Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister.
Jarrah bin Mohammed Al-Jarrah, the spokesperson for the Saudi Ministry of Industry and Mineral Resources, emphasized the strategic significance of the automotive industry within the context of the Kingdom’s national industrial strategy. With the global light vehicles market expected to double in the next decade, the automotive sector presents a compelling regional opportunity.
Al-Jarrah further highlighted that the automotive manufacturing industry will serve as a catalyst for other priority sectors such as minerals and chemicals. The development aligns with the Kingdom’s diversification goals and its ability to export to neighboring markets, contributing to the growth of the non-oil economy.
In addition to direct economic benefits, the development of a national automotive sector will also indirectly benefit the economy and the local industry in several ways, through knowledge transfer, industry localization, the development of local content, and the creation of high-quality job opportunities for Saudi citizens.
Ceer is the first Saudi automotive brand to produce electric vehicles in Saudi Arabia, and will design, manufacture and sell a range of vehicles for consumers in Saudi Arabia and the MENA region, including sedans and sports utility vehicles. Ceer’s vehicles will be manufactured in King Abdullah Economic City and will be tested to the highest global automotive quality control and safety standards. The brand’s electric vehicles are scheduled to be available in 2025. Ceer’s factory will be state-of-the-art, featuring the latest technologies to ensure manufacturing efficiency whilst minimizing energy and water usage. Ceer will attract over 562 million Saudi Riyals of foreign direct investment and create up to 30,000 direct and indirect jobs. Ceer is projected to directly contribute 30 billion Saudi Riyals to Saudi Arabia’s GDP by 2034.
Ceer CEO James DeLuca was recently a main stage speaker as part of the second annual LEAP conference, which took place in Riyadh, Saudi Arabia, from February 6-9, 2023. The event attracted over 170,000 attendees, including leading experts, investors and companies interested in exploring the latest technological innovations. Fitting this year’s theme of ‘Into New Worlds,’ DeLuca spoke about the transformational role that technology is playing in today’s automotive sector and the importance of the Kingdom’s technology expertise in building a pioneering automotive manufacturing hub in Saudi Arabia.
Highlighting how building a state-of-the-art EV manufacturing cluster at King Abdullah Economic City (KAEC) will attract international OEMs (original equipment manufacturers) and tier-one suppliers to the Kingdom, he pointed to how the automotive industry has helped spur advances in technologies such as advanced robotics, 3D printing and Industry 4.0.
This influx of tech and innovation, that will form the basis of the country’s automotive industry, will create tens of thousands of high-tech jobs in the Kingdom, primarily for young Saudi nationals. Turning to specific numbers, DeLuca said the manufacturing hub in KAEC will produce hundreds of thousands of cars per year by 2030, for both the Saudi market and exports. Ceer’s vehicles will feature advanced battery technology specifically adapted to the region.
“We will be using tech to improve the ownership experience as it relates to the region. Think air-conditioning that is designed for our ambient temperatures and a surface finish that will hold up in our harsh environment,” he explained to the LEAP audience.
Throughout DeLuca’s talk, the Ceer chief executive focused on how technology is influencing how cars are designed, validated, manufactured and used. “Many of the jobs that the automotive industry will produce are going to be technology-focused,” he said. “Long-term, we are focused on designing and building ‘Saudi Made’ electric vehicles that are loaded with features – with technology – that will wow consumers in Saudi Arabia and the Gulf.”
Achieving those technological milestones requires strong partnerships to make the vision a reality. DeLuca spoke about how technology partnerships will accelerate the development of electric vehicles, both reducing the time needed to create a car industry whilst also designing and building cars that will impress consumers with their features. He also discussed the importance of the partnership with Foxconn — who are pioneers in the EV space and offer vital support in the development of Ceer vehicles’ electrical architecture. Marking his enthusiasm, he said: “We want to lead in connectivity and infotainment – who better to partner with than Foxconn?”
As the EV manufacturing hub at KAEC grows in size and impact, other vital collaborations with global OEMs will continue to foster a critical drive for innovation. Discussing opportunities to use technology to improve the vehicle development process, DeLuca spoke about how automotive brands can replicate every aspect of how vehicles will function and perform using high-tech software modelling.
“Software is helping automotive OEMs become more agile and faster, so that we can design and test new concepts in shorter periods of time,” he detailed. “KAEC will be one of the most advanced manufacturing complexes in the world.”
Those advanced tools will include smart maintenance, remote assistance and the creation of digital twins allowing engineers and designers to use augmented reality and digital models of physical objects to model changes. Electrical engineering architecture needs to accommodate advances in automated driving, expanded infotainment, and 5G connectivity.
DeLuca concluded his talk by speaking about how technology is changing the automotive experience for consumers, and shared an example of how cars will be integrated with other technologies.
“We want to make it easier and more convenient to control your vehicle,” said DeLuca. The interface between smartphones and EVs is seamless. Ceer cars will become entertainment centers, allowing users the opportunity to enjoy different types of media across a range of screens in the cabin.
“Vehicles will be 5G-enabled, allowing for regular software updates to be pushed to your car, just like you do with your phone.”
Riyadh, Saudi Arabia, November 29 2022 – Ceer, Saudi Arabia’s first electric vehicle brand, has signed a land purchase agreement worth 359 million Saudi Riyals with Emaar, the Economic City, for land at King Abdullah Economic City (“KAEC”) that will be used to develop Ceer’s manufacturing facility for electric vehicles. The site, located in Industrial Valley (IV) in close proximity to King Abdullah Port in KAEC, will cover over 1 million square meters. Once complete, Ceer’s manufacturing facility will create thousands of direct and indirect high-skilled jobs, the majority of which will be filled by Saudi nationals. Construction at the site will begin early 2023.
The company, which is a joint venture between the Public Investment Fund (“PIF”) and Hon Hai Precision Industry Co. (“Foxconn”), will manufacture a portfolio of technologically advanced sedans and sports utility vehicles at the factory in KAEC. Ceer vehicles are scheduled to be available from 2025 onwards. The factory will be state-of-the-art, featuring the latest technologies to ensure manufacturing efficiency whilst minimizing energy and water usage. Ceer will work towards making the factory a zero waste to landfill site.
Ceer’s Chief Executive Officer, James DeLuca, said: “We have found a place that meets all our needs. KAEC offers us a great location with world-class logistics, effective access for our global and Saudi-based suppliers, and an ideal location to base and develop our future workforce. KAEC will become our manufacturing hub as we work towards creating the first electric vehicle brand for Saudi Arabia and the wider region and, in doing so, contribute in a meaningful way to Saudi Vision 2030.”
The establishment of Ceer comes in line with the PIF strategy to focus on unlocking the capabilities of promising sectors in Saudi Arabia, including the automotive sector, as well as creating opportunities for the growth and diversification of Saudi Arabia’s economy.
“We are delighted to welcome Ceer to KAEC and to help make history by building the first automotive manufacturing hub in Saudi Arabia and the wider region,” said Cyril Piaia, CEO of Emaar, The Economic City, the master developer of KAEC. “KAEC is aiming at integrating into Vision 2030 initiatives with the vision to be a global manufacturing center, and we are spearheading the creation of an electric vehicle automotive industry that will be both innovation-focused and have sustainability at its heart. We cannot wait to see the cars of the first Saudi electric vehicle brand coming out of Ceer’s factory at KAEC in a couple of years’ time, and we are proud to be able to contribute to a project that supports so many facets of Saudi Vision 2030. This agreement is in line with KAEC’s new strategy to welcome third-party anchor investors, developers, and operators to realize their projects and ambitions in the city and accelerate its development.”
Riyadh, 17 November 2022 – Ceer’s Board of Directors has appointed James DeLuca as the company’s CEO. DeLuca has over four decades of experience in the automotive sector, including senior leadership roles at both General Motors and VinFast. DeLuca will oversee the development, manufacturing, and sales of Ceer’s portfolio of consumer vehicles with the aim of producing iconically-styled electric cars replete with advanced technologies and features.
DeLuca led Vietnam-based car manufacturer VinFast as its first CEO, creating South East Asia’s first electric vehicle brand. Prior to VinFast, DeLuca led General Motors’ manufacturing function across the globe, overseeing the company’s production processes while managing over 200,000 employees at 171 plants in 31 countries.
“Saudi Arabia recognizes the importance of the automotive sector when it comes to economic growth and job creation, and I am looking forward to shaping Ceer into a car brand that is admired by both Saudi consumers as well as the wider industry,” said DeLuca. “Ceer will help ignite Saudi Arabia’s automotive sector and create synergies of scale that the automotive industry will benefit from as more automotive manufacturing moves to the Middle East to make electric vehicles mainstream in the country and the wider region.”
Ceer is a joint venture between the Public Investment Fund (PIF) and Foxconn. Ceer will manufacture vehicles in Saudi Arabia. Each vehicle will be designed and manufactured in Saudi Arabia and tested to the highest global automotive quality control and safety standards. Ceer vehicles are scheduled to be available in 2025.
Saudi Arabia has laid out a number of targets for its own automotive sector, with a focus on creating a sustainable industrial base that will contribute to the country’s GDP growth, promote the transfer of knowledge to the Kingdom and spur job creation. Today, Ceer has more than 400 employees who have already started designing and engineering Ceer’s vehicles.
RIYADH, 3 November 2022– His Royal Highness Crown Prince Mohammad bin Salman bin Abdulaziz, Prime Minister, Chairman of the Public Investment Fund (PIF) announced today the launch of Ceer, the first Saudi electric vehicle brand that will contribute to Saudi Arabia’s automotive manufacturing sector. The launch comes in line with PIF’s strategy to focus on unlocking the capabilities of promising sectors locally that can help drive the diversification of the economy, to help achieve the objectives of Vision 2030. In addition, the company will contribute to Saudi Arabia’s efforts towards carbon emissions reduction and driving sustainability to address the impact of climate change.
His Royal Highness Crown Prince Mohammed bin Salman said: “Saudi Arabia is not just building a new automotive brand, we are igniting a new industry and an ecosystem that attracts international and local investments, creates job opportunities for local talent, enables the private sector, and contributes to increasing Saudi Arabia’s GDP over the next decade, as part of PIF’s strategy to drive the economic growth in line with Vision 2030.”
Ceer is the first Saudi automotive brand to produce electric vehicles in Saudi Arabia, and will design, manufacture and sell a range of vehicles for consumers in Saudi Arabia and the MENA region, including sedans and sports utility vehicles. A part of PIF’s strategy to diversify Saudi Arabia’s GDP growth by investing in promising growth industries, Ceer will attract over US$150 million of foreign direct investment, and create up to 30,000 direct and indirect jobs. Ceer is projected to directly contribute US$8 billion to Saudi Arabia’s GDP by 2034.
The company, which is a joint venture between PIF and Hon Hai Precision Industry Co. (“Foxconn”), will license component technology from BMW for use in the vehicle development process. Foxconn will develop the electrical architecture of the vehicles, resulting in a portfolio of products that will lead in the areas of infotainment, connectivity and autonomous driving technologies. Each vehicle will be designed and manufactured in Saudi Arabia, and tested to the highest global automotive quality control and safety standards. Ceer vehicles are scheduled to be available in 2025.
Chairman of Hon Hai Technology Group, Young Liu, said: “Foxconn is excited about our partnership with PIF to create a new automotive company that will focus on designing and manufacturing electric vehicles in and for Saudi Arabia. We will leverage Foxconn’s technological expertise to support Ceer’s vision of creating a range of iconic electric vehicles that are built around the themes of connectivity, infotainment and autonomy. We want to make electric vehicles mainstream, and that is what Ceer is going to achieve in Saudi Arabia and the wider region.”