Ceer, established as Saudi Arabia's first EV brand, is a joint venture between the Public Investment Fund and Taiwan's Foxconn. The company is focused on designing, engineering, manufacturing, and selling a range of electric vehicles, including sedans and sports utility vehicles, tailored for consumers in Saudi Arabia and the broader Middle East and North Africa region. The first models are slated for release in 2025.
Sabelt, founded in 1972 by Piero and Giorgio Marsiaj, is renowned for its expertise in producing original equipment manufacturer car seats, seat belts, and motorsport products. The Italian firm has a distinguished history of supplying safety equipment to high-performance automotive brands and motorsport teams globally. Its product portfolio includes ultralight racing suits, carbon fiber seats, and seat belts designed for various types of racing vehicles.
The partnership between Ceer and Sabelt is expected to leverage Sabelt's extensive experience in automotive safety to enhance the safety features of Ceer's electric vehicles. By incorporating Sabelt's advanced seat and seat belt technologies, Ceer aims to meet and exceed international safety standards, providing consumers with vehicles that offer both innovative design and robust safety measures.
This collaboration aligns with Saudi Arabia's Vision 2030 initiative, which seeks to diversify the nation's economy and reduce its dependence on oil revenues. A key component of this vision is the development of a sustainable and advanced automotive industry within the country. Ceer's partnership with Sabelt represents a significant step toward achieving these objectives, as it combines local manufacturing ambitions with international expertise in automotive safety.
In addition to its collaboration with Sabelt, Ceer has been actively forming strategic partnerships to bolster its position in the EV market. In June 2024, the company signed a SAR 8.2 billion contract with Hyundai Transys to supply electric drive systems for its vehicles. The integrated EDS combines a motor, inverter, and reduction gear into a compact system, enhancing power efficiency and streamlining the EV design process.
In March 2024, Ceer awarded a SAR 5 billion contract to Modern Building Leaders , a Saudi construction firm, to build the Ceer Electric Vehicle Manufacturing Complex in King Abdullah Economic City. The state-of-the-art facility will span over 1 million square meters and include dedicated zones for each stage of vehicle production, such as a press shop, body shop, paint shop, and general assembly area. The complex is expected to serve as a benchmark for industrial excellence within the region and globally.
Ceer's strategic partnerships and substantial investments in manufacturing infrastructure underscore its commitment to establishing a robust EV industry in Saudi Arabia. By collaborating with international leaders in automotive technology and safety, Ceer aims to deliver vehicles that are not only innovative and efficient but also adhere to the highest standards of safety and quality.
As the global automotive industry continues to shift toward electric mobility, Ceer's initiatives reflect Saudi Arabia's dedication to becoming a significant player in the EV market. The company's efforts are poised to contribute to the nation's economic diversification and environmental sustainability goals, positioning Saudi Arabia as a hub for advanced automotive manufacturing in the MENA region.