Ceer is a brand that stands for progress and a vision of how mobility should evolve
To create a sustainable National Automotive Company that will ignite the KSA automotive ecosystem and generate a new source of valuable jobs for Saudi Arabian talent
Inspired by the Kingdom’s belief in innovation and progress, we stand proudly as Saudi’s first electric car brand that will lead Saudi Arabia’s automotive manufacturing sector with the highest standards of safety and quality
Ceer is a brand that stands for progress and a vision of how mobility should evolve
Ceer will design, manufacture and sell a range of vehicles for consumers in Saudi Arabia and the wider region with licensed component technology from BMW, including sedans and sports utility vehicles
The vehicles are scheduled to be available in 2025
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 to help achieve the objectives of Vision 2030
Ceer will attract over USD 150 million of foreign direct investment and create up to 30,000 direct and indirect jobs. Moreover, the company is projected to contribute USD 8 billion direct GDP to Saudi Arabia’s economy by 2034
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
minister of energy
Minister of Sport
Minister of Industry and Mineral Resources
Minister of Investment
His Excellency Eng. Khalid Bin Abdulaziz Al-Falih has been Minister of Investment of the Kingdom of Saudi Arabia since 25 February 2020. He previously served as Minister of Energy, Industry and Mineral Resources from May 2016 to September 2019, as Minister of Health from April 2015 to May 2016, and as Chairman of the Saudi Arabian Oil Company (Saudi Aramco) Board of Directors from April 2015 to September 2019. Prior to his appointment as Chairman, HE Al-Falih also held key leadership positions across the company, including President and Chief Executive Officer from January 2009 to May 2015.
HE Al-Falih has been consistently recognized for his leadership in spearheading the strategic transformation of leading sectors and organizations across Saudi Arabia. His achievements include driving large-scale business initiatives and industrial projects, building organizational capacity for the benefit of Saudi citizens through economic and social programs, and enhancing the performance and impact of complex organizations. For many years, he has taken a particular interest in leveraging business activities to fuel social development and economic diversification; fostering strong collaboration between Saudi Arabia’s public, private and academic/research sectors; and promoting the importance of the fields of science and digital technology among young people.
HE Al-Falih remains committed to enriching society through the nurturing of entrepreneurship and innovation; the creation of a knowledge-based society equipped to meet the challenges of the future; the creation of new business and human resource development opportunities; and the protection of the environment. His appointment as Minister of Investment is in line with HE Al-Falih’s exceptional achievements in advancing private sector growth in the Kingdom, which is a central driver of Vision 2030, Saudi Arabia’s ongoing economic diversification plan.
In 2009, HE Al-Falih received the prestigious King Abdulaziz Medal (First Class), which is Saudi Arabia’s highest civilian honor for service to the country. HE Al-Falih has received many notable awards and recognitions throughout his career. In 2018, the Japanese government awarded him its national decoration, The Order of the Rising Sun. In 2016, he was recognized as Energy Intelligence Petroleum Executive of the Year.
HE Al-Falih earned a Bachelor of Science degree in Mechanical Engineering from Texas A&M University in 1982 and completed his MBA at KFUPM in 1991. In 2009, he received an honorary doctorate from the Korea Advanced Institute of Science and Technology.
Minister of Education
Al-Benyan joined SABIC in 1987 and holds a Bachelor’s degree in Economics, a Master’s degree in Industrial Management and Executive Certificate from the Sloan School of Business, MIT. He is also the Chairman of the Boards of SABIC Agri-Nutrients Company, and “Nusaned Investment™” company that is part of SABIC and Saudi Tadawul Group Holding Company. In addition, he assumes leading positions at some national and regional associations and committees, including Chairman of the Gulf Petrochemicals and Chemicals Association (GPCA), and Chairman of the Petrochemical Manufacturers Committee. He is a Board member for Saudi Ports Authority and General Authority for Foreign Trade.
Furthermore, Mr. Al-Benyan is a member of several international business councils, associations and boards, such as: The World Economic Forum as a member of the International Business Council; member of the Chemical and Advanced Materials Industry governors and Co-Chair the collaborative Innovation for Low-Carbon Emitting Technologies. He is also a member of the Global Business Council of the Bloomberg Global Forum; the Board of Directors of the Boao Forum for Asia and the International Council of Chemical Associations.
In 2020, Mr. Al-Benyan served as the Chair of the B20, the global voice of the business community to the G20 under Saudi Arabia’s presidency.
Governor of PIF
Adviser to Royal Court
Under the leadership of His Majesty and His Royal Highness the Crown Prince, His Excellency Dr. Fahad was responsible for many of the structural and foundational transformation projects taking place across the Kingdom. He also plays a pivotal role in the establishment and execution of various initiatives and missions across different sectors.
Through these transformational projects, Dr. Fahad oversees major planning, governance, implementation and delivery initiatives as part of the Kingdom’s groundbreaking socio-economic transformation program, Vision 2030. In addition, Dr. Fahad sits on multiple committees under the Council of Economic and Development Affairs. He also sits on various boards and committees on some of the major Public Investment Fund projects, as well as the Royal Commissions and other Government Entities.
During 2020, his Excellency also played a role in supporting the Kingdom’s participation on the global stage, where he held the position of Secretary General of the G20 Saudi Secretariat for the Saudi G20 Presidency.
Prior to his work in government, His Excellency worked for an international advisory firm managing a number of engagements focused on restructuring entities, corporate governance, and internal controls for companies and banks across the Middle East.
His Excellency Dr. Fahad obtained his Doctorate degree in Financial Economics from King’s College, London and a Master’s in International Business from Birkbeck College, University of London. He also holds a Bachelor’s degree in Production Engineering and Mechanical Systems Design from King Abdulaziz University, Jeddah.
CEO & chairman, Foxconn
Mr. Young Liu is the Chief Executive Officer and Chairman of Hon Hai Technology Group (FOXCONN), the world’s largest electronics manufacturer and the leading global science and technology solutions provider. Mr. Liu oversees Foxconn’s global operations, encompassing over one million employees across 24 countries/areas and revenues that exceeded NT$ 5.99 trillion in 2021. As Chairman, he sets and coordinates the company’s direction and the strategies that are enabling it to chart its next phase of international growth which known as 3+3 strategy, three major industries and three major technologies. These three industries are electric vehicles, digital health and robotics. The three major technologies are Artificial Intelligence, semiconductors, and next-generation communication technologies.
A recognized entrepreneur and innovator with over four decades of industry experience, Mr. Liu founded three companies: a motherboard company in 1988, Young Micro Systems; a northbridge and southbridge IC design company in 1995 focused on the PC chipset as their core product, ITE Tech; and an ADSL IC design company, ITeX in 1997. Young Micro Systems was then merged with Foxconn in 1994, and ITeX was successfully listed on NASDAQ in 2001.
Mr. Liu joined Foxconn in 2007 as a Special Assistant to the Founder. In 2010, he was appointed as the General Manager of Innovation Digital System Business Group of Foxconn, and had been the Chairman of Socle Technology Corporation since 2014. In 2016, he was elected as a member of the Board of Directors of SHARP Corporation, as well as the General Manager of Foxconn’s Semiconductor Business Group. In 2019, Liu was appointed Chief Executive Officer and Chairman of Hon Hai Technology Group, and the Chairman of Foxsemicon Integrated Technology Inc.. In 2020, he became Chairman of Foxtron Vehicle Technologies Co., Ltd.
To foster technology innovation and the nurturing of industry talent, Mr. Liu serves as one of the board directors for The Third Wednesday Club. He is also the board member for Taiwan Transportation Vehicle Manufacturers Association.
Chairman Liu is committed to the digital transformation of Hon Hai, and as a result, he was awarded the “Digital Transformation Leadership” by Harvard Business Review in 2021.
Mr. Liu earned an M.S. degree in Computer Engineering from the University of Southern California in 1986 and a B.S. degree in Electrophysics from Taiwan’s National Chiao Tung University in 1978.
Chief Executive Officer
James (Jim) DeLuca is Ceer’s Chief Executive Officer. Under DeLuca’s leadership, Ceer will transform mobility in Saudi Arabia and beyond as the Kingdom’s first domestic automotive brand. DeLuca is committed to creating a portfolio of battery electric vehicles replete with advanced technology and features that will delight consumers as part of a vision to make battery electric vehicles mainstream in the Kingdom and the wider region. DeLuca is leading Ceer’s transformation of personal mobility through a focus on cutting-edge technologies such as infotainment, connectivity and autonomous driving.
DeLuca has over four decades of experience in the automotive sector, including senior leadership roles at both General Motors and VinFast. 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.
DeLuca began his GM career in 1979 as a General Motors Institute (GMI) student at GM’s Linden, New Jersey, Assembly Plant, where he held positions of increasing responsibility in production, maintenance and engineering. DeLuca’s GM career spanned locations in the United States, South Korea, China, and Thailand. His last role at GM was as Executive Vice President, Global Manufacturing. DeLuca also served on the Opel Supervisory Board and the GM Korea Board.
Jim and his wife of 30 years, Karrie, hail from Clarkston, Michigan, USA. They have three adult children who also reside in the United States. Jim has a bachelor’s degree in Electrical Engineering and a master’s degree in Manufacturing Management from GMI, now Kettering University.
Chief Public Relations Officer
Abuazzah is leading the corporate communications and public relations of CEER Motors.
Abuazzah is a Saudi Arabian from Al Madinah Al Monawarah with over 17 years of managerial and advisory experience in leading national strategic initiatives, brand marketing, and corporate communications of government and private sector organizations in Saudi Arabia and globally, such as Saudi Vision 2030, Ministry of Investment, INVEST SAUDI, Ministry of Economy and Planning, Abdul Latif Jameel Group, and Knowledge Economic City Company.
Abuazzah holds a Master of Science degree in Marketing from Johns Hopkins University and BBA in Management Information Systems from UBT. In addition, he earned several executive certifications from Oxford, Stanford, MIT, and the Manhattan Film Academy in executive leadership development, creative transformation, innovation, experience management, and filmmaking.
Head of Governance and Board Secretariat
Ahmad leads all Governance-related activities for Ceer. These include designing, implementing and optimizing Ceer’s Governance program (structure, model, frameworks etc.). Ahmad also oversees the identification, preparation, alignment and monitoring of all relevant policies and agreements to ensure that the company operates in accordance with the highest professional ethics and Governance standards.
Ahmad is the Secretary General of the Board’s sub-committees, where he ensure a smooth workflow between the board, sub-board committees and exective management.
Ahmad has held numerous executive positions in both government and the private sector, focusing on Strategy, Governance, and Project Management. Ahmad has also supported a number of startups with their governance design and implementation.
A Saudi national, Ahmad holds a bachelor’s degree in Industrial Engineering with an honors from King Fahd University of Petroleum and Minerals and an MBA from Toulouse Business School in France. Ahmad has specialist diplomas in Marketing and Sales from IATA in Switzerland and in Finance from Euromoney in the United Kingdom.
Marketing Executive Director
Toscan Bennett oversees Ceer’s branding, product and market positioning. With over thirty years of expertise in the car industry, Toscan is focused on ensuring that Ceer’s brand promise, car designs and technologies excite consumers in Saudi Arabia and across the wider region.
Prior to Ceer, Toscan held a number of executive roles with leading automotive brands, including Vice President Product Planning & Strategy at Volvo and Vice President Strategy & Planning General Motors Europe. Toscan has extensive experience in the electric car space, having most recently worked with Lotus Cars on the transformation of their portfolio as well as with South East Asia’s first electric vehicle brand VinFast.
Born in 1963, Toscan is a US national. He received a bachelor’s degree in Economics and History from Tufts University in Boston, Massachusetts. He is married with two children. In his spare time, he enjoys driving in classic car rallies.
Chief Information Technology Officer
Jason leads all of Ceer’s digital ecosystem projects, including the roll-out of information technology hardware, software and processes that will be the basis for the company’s growth. Jason has extensive experience in overseeing new technology rollouts for the automotive sector, owing to his various roles at General Motors and VinFast. Jason’s focus is on how technology can both support the business and our people be better, whilst also serving our customers.
Jason joined Ceer from Arglass Yamamura, where he was responsible for a host of technology deployments required to start the company and begin production at the company’s first manufacturing plant. Jason has held various roles at General Motors and VinFast, where he was the company’s Chief Information Officer. A US national, Jason holds a master’s degree in Information Systems Management from Carnegie Mellon University, an MBA in Finance from Columbia Business School, and a bachelor’s degree from the U.S. Merchant Marine Academy.
Chief Portfolio Planning and Program Management Officer
A veteran automotive executive with several decades of experience across Europe, Russia, Asia, the Middle East and Africa, Roy is Ceer’s Chief Portfolio Planning and Program Management Officer. Drawing on his extensive expertise in both electric and combustion vehicles companies, Roy’s responsibility is to cross functionally manage those vehicle programs that are pivotal to Ceer’s progress throughout the company’s value chain.
Throughout his career, Roy has developed a reputation for innovating solutions and improving execution and operations quickly with a focus on results. Before joining Ceer, Roy was Deputy CEO Product Development, Quality & Global Aftersales at VinFast, South East Asia’s first electric vehicle brand. Prior to that, Roy spent a number of decades at General Motors in similar roles, where he was regularly awarded global honors for his outstanding achievements. A UK national, Roy began his automotive journey as an business student with GM’s UK subsidiary Vauxhall Motors.
Chief Procurement and Supply Chain Officer
As the Chief Procurement and Supply Chain Officer, Lloyd looks after everything relating to procurement and supply chain management at Ceer. Lloyd’s role is to ensure the entire business has the resources needed to be able to move forward at speed, whilst also realizing cost values for the organization.
A big picture thinker with over twenty years’ experience in leading global procurement and supply chain teams and organizations with profit and loss responsibilities. Lloyd has a record of developing sustainable, long-term business partnerships with suppliers around the world. Lloyd joins from Changan Automobile, where he was the Chief of Procurement and Supply Chain. Lloyd spent just under two and a half decades at General Motors, in various executive positions and senior roles around the world including North and South America, Europe, and Asia. Prior to Lloyd’s corporate career, he held various leadership positions as a commissioned officer in the United States Air Force. Mr. Gencay is a decorated veteran with service during the Gulf War. A US national, Lloyd graduated from The U.S. Air Force Academy and has an MBA from Virginia’s College of William and Mary.
Manufacturing Operations Executive Director
Chris leads all the manufacturing operations for Ceer. His role focuses on launching and operating Ceer’s manufacturing to global standards by building a world-class technical team and delivering standards that will result in cars that meet the highest quality standards, cost points, and exceed customer expectations.
Chris brings over three decades’ worth of operational manufacturing experience to Ceer, with a career that includes General Motors and Magna. His last role was UK Managing Director and Group COO at automotive supplier Reflexallen, where he used his expertise in lean manufacturing innovations to drive growth and manufacturing excellence. A British national, Chris has a master’s degree in Manufacturing Systems Engineering from Leeds University.
Chief Legal and Compliance Officer
Amir leads the legal and compliance function at Ceer. He is responsible for all legal matters, including providing strategic legal advice to the Management Team, resolving complex legal issues, and providing prompt and reliable legal support to all departments and business functions throughout the company. In addition, he is tasked to inculcate the compliance culture in the organization, whilst ensuring that Ceer complies with and adhere to all laws and regulations applicable to the company in its journey to transform mobility in the region.
With 26 years of legal experience, of which 21 has been spent in the United Arab Emirates and Saudi Arabia, Amir has a wealth of expertise from diversified industries. He has worked with SABIC, one of the world’s largest petrochemical companies, as well as Ma’aden, the Saudi Arabian Mining Company, and Saudi Telecommunication Company. A Malaysian national, Amir graduated with a legal degree from the National University of Malaysia, and he was called to the Malaysian Bar in 1996.
Head of Strategy and Initiatives
Haytham is Ceer’s Head of Strategy & Initiatives. He oversees Ceer’s corporate strategy and our engagement with key partners as well as the wider ecosystem. Haytham’s remit is to see the bigger picture and ensure that Ceer is moving forward with the momentum we need to deliver on our promise to both our customers and stakeholders.
With a decade and a half of experience with top global consulting firms, including E&Y, PwC and Deloitte, Haytham has advised both private and public sector entities on their corporate strategy, strategic risk, governance, and internal auditing. Prior to Ceer, Haytham was incubating several strategic projects at the PIF. A dual national of both Canada and Jordan, Haytham has an MBA from the Manchester Business School and a bachelor’s degree in Financial Economics from Canada’s Carleton University.
Manufacturing Engineering Executive Director
John is the executive director of the manufacturing engineering department. John’s leadership will deliver Ceer’s state-of-the-art manufacturing and supply facilities. John has led many manufacturing projects and departments for over 40 years within the UK, Poland, Australia, Russia, and China with global OEMs including General Motors and Jaguar Land Rover. John received a Bachelor’s Degree in Engineering with first-class honors from the University of Sunderland.
Chief Technical Officer
As Ceer’s Chief Technical Officer, there are few automotive brands that Markus has not worked with. Markus has been engaged by legacy manufacturers, electric vehicle brands and technology companies to design innovative new car platforms and concept designs that push the boundaries of engineering and technology.
During his career, Markus has constantly looked to how he and his teams can create vehicles that are fun to drive, technologically advanced and energy efficient. Prior to joining Ceer, Markus was the Chief Engineer at Magna Steyr Fahrzeugtechnik, and then Vice President for Engineering at South East Asia’s first electric vehicle brand VinFast. An Austrian national, Markus has both a bachelor’s degree and master’s degree in Automation Technology from Graz’s University of Applied Sciences.
Chief Design Officer
As Ceer’s Chief Design Officer Rob will lead the creative team to deliver a cutting edge vision of iconic designs; based on his unique design thinking and philosophy of ‘borderless creativity’ that allows design to flourish where possibility meets purpose.
The mission is to create a bold, breathtaking and unique range of vehicles that convey Ceer’s vision for battery electric vehicles.
Before joining Ceer, Rob was the Director of Design at McLaren Automotive where he was responsible for the design of two generations of supercars including the P1, 570S, 720S, Elva and Artura. Rob has also worked for General Motors and Jaguar Land Rover, where he penned the concept that became the Range Rover Evoque.
A British national, Rob received his bachelor’s degree in Transport Design from Huddersfield University, and his master’s degree in Vehicle Design from the Royal College of Art.
Customer Experience Advisor
Jochen leads all of Ceer’s customer-focused people, including sales and marketing, commercial operations and after-sales support. Jochen’s aim is singular, namely to ensure that each and every person who buys and drives a Ceer-branded car will have a unique experience whilst driving growth for the company.
Prior to joining Ceer, Jochen worked for a number of global automotive brands, including BMW and Porsche. For ten years, Jochen spearheaded Tesla’s growth across Central Europe. A German national, Jochen has an MBA from the Paris Graduate School of Management and a bachelor’s degree in sales engineering from the University of Applied Sciences Karlsruhe.
Chief Financial Officer
An experienced finance leader with extensive experience in the automotive sector, Joerg’s responsibilities include sound financial planning, budgeting and funding for Ceer’s growth. Joerg’s overall focus is on developing and supporting the company’s strategic financial performance as Ceer builds the first domestic car brand in Saudi Arabia.
Before joining Ceer, Joerg worked with Daimler Group, the Mercedes-Benz parent company, for over two decades. He has held executive positions and senior roles across the world, in Europe, America, Australia, South Africa and the United Arab Emirates. Joerg has always leveraged his financial expertise to empower the wider organization, to support profitable growth and sustainable development. A German national, Joerg has a diploma in Business Administration from Stuttgart’s University of Cooperative Education and a bachelor’s degree in Business Administration from Open University London.
Chief Quality Officer
Mitch is Ceer’s Chief Quality Officer, and is responsible to ensure that Ceer’s portfolio of vehicles meet the most stringent global Quality standards. With his focus on the customer and decades of experience and expertise delivering world-class quality results in companies and countries around the world, Mitch will ensure that every Ceer-branded car exceeds our customers’ expectations for both quality and performance.
Mitch joins Ceer after a four-decade career with global automotive OEMs and Tier One manufacturing suppliers. Mitch spent many years with General Motors, where he worked in Manufacturing, Manufacturing Engineering and Quality, and led new product launches across the globe. Mitch also brings electric vehicle experience to Ceer, following his time as Vice President of Quality at Vietnam’s VinFast and Vice President of Global Quality at Japan’s Hitachi Astemo. A US national, Mitch has a bachelor’s degree in Business Administration from the University of Notre Dame and a master’s degree in Industrial Administration from Purdue University.