Automotive manufacturing is a balancing act of multiple elements that converge into one to form an alliance that brings mobility to all. While many look at a machine as four wheels and hyper connectivity to their latest tunes, one may forget the level of detail required to iron out the issues and bring about a machine that’s compliant with the latest tech and taste.
Saudi Arabia’s KAEC became home to Hyundai’s plans of setting up a manufacturing plant not too long ago. While the Korean manufacturer sure set the tone for what’s to come, CEER, Saudi Arabia’s first electric automaker, showcased that the finer details matter with Dürr, a global leader in mechanical and plant engineering.
The Partnership
Being first requires the utmost attention to detail to stand out further. The partnership between CEER and Dürr would see the installation on one of the most advanced paint shops at the CEER Manufacturing Complex (CMC) in King Abdullah Economic City (KAEC). This partnership represents a major milestone for CEER, marking the company’s readiness to begin mass production of electric sedans and SUVs by the fourth quarter of 2026.
CEER is the first company to make Dürr’s ambitious concept, “Paint Shop of the Future”, a reality. Based on a modular design with flexible boxes, traditional lines will be replaced to reduce downtime. Dürr’s advanced atomizer series ensures the finest paint application, guaranteeing a flawless finish on each car. In addition, this modular concept allows CEER to offer an unprecedented level of customization, from color choices to intricate finishing details, giving customers a highly personalized experience.
Paint it Green
The modern-day consumer only banks with sustainable brands. The partnership’s priority is being environmentally friendly above all. Dürr’s next-generation ovens, which heat the car body from the inside, provide significant benefits for electric vehicles. These ovens ensure that large body components that require curing receive the necessary heat without overexposing the thinner parts of the body shell to excessive temperatures. This method reduces heating process time by up to 30% compared to conventional systems, saving energy and cutting CO2 emissions.
Moreover, the new Paint Shop integrates Dürr’s award-winning overspray-free painting system, enabling CEER to offer two-tone car finishes without wasting paint or creating plastic waste. This technology applies two contrasting colors simultaneously, improving efficiency and reducing paint consumption.
The Vision
CEER’s collaboration with Dürr is a key component of Saudi Arabia’s Vision 2030, which aims to diversify the kingdom’s economy and reduce its dependence on oil. By contributing to the localization of electric vehicle (EV) manufacturing and strengthening the domestic supply chain, CEER is helping establish Saudi Arabia as a leading hub for next-generation automotive production. Blend this in with Dürr’s established global presence, and Saudi Arabia has itself a world first right on its home turf.
The Path Forward
In a landscape abundant with fossil fuels, electric mobility is fast becoming a dominant force. CEER ensures that the future of motion is homebrewed. With a penchant for quality, and an unwavering focus on efficiency and sustainability, Saudi’s pioneer EV manufacturer is poised to paint a lasting impact on the automotive world.
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