Ceer CEO: Excellence defines us; Crown Prince inspires innovation

Ceer CEO James DeLuca said Saudi Crown Prince Mohammed bin Salman granted the company the freedom to push the boundaries of creativity and innovation, making relentless pursuit of excellence a core part of its identity.

Speaking at the 2025 Public Investment Fund's (PIF's) Private Sector Forum, DeLuca expressed appreciation for the Crown Prince’s words when he first reviewed Ceer’s designs: "If the world moves left, go right… take a different path. Don’t show me what the rest of the world is doing—show me something unique and different."

The CEO emphasized that Ceer’s design philosophy is driven by innovation and a commitment to pushing boundaries, adding: “What else would you expect from Saudi Arabia? Our inspiration comes from the Kingdom—our wealth lies in the ambition of our people and the potential of our young generation.”

According to Argaam data, Crown Prince Mohammed bin Salman launched Ceer in November 2022 as Saudi Arabia’s first electric vehicle brand. The company recently awarded a SAR 5 billion contract to Saudi Modern Building Leaders for the construction of the Ceer EV manufacturing complex in King Abdullah Economic City.