In a significant move to enhance the driving experience of its upcoming electric vehicles (EVs), Ceer, Saudi Arabia's pioneering EV brand, has announced a partnership with Italy's Sabelt, a renowned leader in high-performance safety systems. The collaboration, valued at over SAR 540 million ($145 million), aims to develop innovative sports seats for Ceer's flagship sedan and SUV models.
Elevating the EV Experience
Ceer is committed to delivering vehicles that exemplify superior craftsmanship, cutting-edge technology, and exceptional performance. By partnering with Sabelt, a company trusted by luxury automotive brands such as Ferrari, Aston Martin, Maserati, Alpine, and McLaren, Ceer aims to provide its customers with seating that offers maximum protection, ergonomic comfort, and superior efficiency under extreme conditions.
The bespoke seats will feature an integrated belt system (ABTS) within a metal structure and an exceptionally low H-point, ideal for sports cars. This design ensures a combination of safety, comfort, and cutting-edge aesthetics, aligning with Ceer's vision of setting new standards in the EV sector.
Leadership Perspectives
Jim DeLuca, CEO of Ceer, expressed enthusiasm about the partnership:
"Ceer is thrilled to announce its partnership with Sabelt. This collaboration reinforces our commitment to delivering vehicles that combine the highest-quality craftsmanship, design, cutting-edge technology, and performance. Our upcoming flagship models will set new standards for EVs, redefining the sector and exciting our customers who will be thrilled to experience the same seats as those used in high-performance sports cars."
Giorgio Marsiaj, Founder President and CEO of Sabelt S.p.a., highlighted the significance of the collaboration:
"We are proud to have been chosen by Ceer for the development and production of such an innovative seat, which embodies our commitment to engineering excellence and cutting-edge design. This collaboration not only confirms our capabilities but also offers a new opportunity to actively contribute to the future of the automotive industry with tailored, high-performance, and sustainable solutions. Sabelt continues to evolve, establishing itself as a global strategic partner for ambitious, high-value projects."
Strategic Vision and Economic Impact
This partnership underscores Ceer's strategic approach to collaborating with top-tier partners in its mission to design, engineer, manufacture, and sell world-class EVs in Saudi Arabia. By integrating the best of global and local capabilities, Ceer is igniting the Kingdom’s automotive industry, contributing to economic diversification, and aligning with Saudi Arabia's Vision 2030 initiative.
The collaboration is expected to attract over $150 million in foreign direct investment and create tens of thousands of direct and indirect jobs. Ceer is projected to directly contribute $8 billion to Saudi Arabia’s GDP by 2034, reflecting its significant role in the nation's economic development.
About Ceer
Ceer is the first Saudi automotive brand to produce electric vehicles within the Kingdom. A joint venture between the Public Investment Fund (PIF) and Hon Hai Precision Industry Co. (Foxconn), Ceer will design, manufacture, and sell a range of vehicles, including sedans and sports utility vehicles, for consumers in Saudi Arabia and the MENA region. The company will license component technology from BMW for use in the vehicle development process, ensuring adherence to the highest global automotive quality control and safety standards.
About Sabelt S.p.a.
Founded in 1972 by the Marsiaj family, Sabelt is a global leader in the design, development, and production of high-performance sports seats, safety belts, and other components for automotive companies with a strong sporting DNA. Within the OEM sector, Sabelt stands out for its ability to deliver bespoke solutions that meet the highest standards of safety, comfort, and design.
This partnership between Ceer and Sabelt marks a significant milestone in the advancement of high-performance electric vehicles, promising a driving experience that harmoniously blends safety, comfort, and innovative design.