Ahmad AlMashhadi, Director of Brand, Marketing and Customer Experience at CEER.On Tuesday, 23 September 2025 – timed perfectly in line with Saudi National Day – Saudi Arabia’s first electric vehicle (EV) brand and Original Equipment Manufacturer (OEM) unveiled a bold new brand identity, which would soon be followed with a new sonic brand identity. This launch not only introduced a bilingual Arabic-English automotive logotype, but also offered a first glimpse of a distinctive CEER product design element, setting the stage for the highly anticipated global debut of the company’s flagship designs.
Campaign Middle East sat down with Ahmad AlMashhadi, Director of Brand, Marketing and Customer Experience at CEER, to discuss what the industry was beginning to call ‘a watershed moment for Saudi Arabia’s automotive ambitions’ because the brand used a bold new identity to signal progress in vehicle development and a readiness to usher in a new era of mobility.
The company framed the rebrand not as mere aesthetics but as a strategic imperative to create a distinctive, commercially compelling force in the global EV market. The new identity aimed to fuse national pride with futuristic vision, translating ambition and heritage into a brand persona that is bold, fearless, and committed to leading Saudi Arabia’s automotive industry forward.
The introduction of a bilingual Arabic-English logotype was highlighted as a defining commercial differentiator, underscoring local heritage while projecting global reach. It aligned with Saudi Arabia’s growing ambitions to go beyond competing on the local and regional leaderboard to setting global benchmarks and best practices. The rebrand was also presented as the foundation for future campaigns, including a sonic identity campaign titled “Pulse of the Land.”
What emerges from the conversation is a portrait of a carefully planned rollout designed to maximise impact from Day One. The plan embraced multiple channels, with a special emphasis on social and digital media, out-of-home activity, and earned coverage to generate market buzz.
The narrative also tied the rebrand to a broader narrative of national identity and technological aspiration, framing CEER as both Saudi-inspired and Saudi-made. The conversation also hinted at a longer trajectory: a brand that aligns with forward-thinking product development and a future-ready identity that stands out in a crowded market.
Here’s a detailed overview of the conversation:
What was the purpose/objective of the rebrand?
AlMashhadi: As the first Saudi automotive brand, CEER carries strong national significance. Its original logo was developed ahead of product design, while the new brand identity reflects the company’s progress in vehicle development and its readiness to usher in a bold new era of mobility.
The rebrand is a strategic imperative, designed to establish CEER as a truly distinctive and commercially compelling force in the global EV market. Beyond just aesthetics, the core objective was to forge a unique brand fingerprint that resonates deeply with our target customers, creating value that far exceeds the sum of its parts.
We aimed to capture the unbounded ambition and national pride of Saudi Arabia, translating this into a product and brand identity that embodies vision, aspiration, and companionship – positioning our vehicles as an integral part of the nation’s forward momentum, with a brand persona that stands as a true hero: bold, fearless, and committed to leading the way in igniting Saudi Arabia’s Automotive Industry.
The new brand identity reflects our forward-thinking products and deep cultural roots. A key commercial differentiator is the world’s first bilingual Arabic-English automotive logotype – a powerful symbol of our local heritage and global ambition.
Ultimately, this new brand identity is about underscoring our advanced product readiness, redefining automotive excellence, and creating a future-forward vision deeply rooted in our heritage, ensuring we stand out in a crowded market and inspire genuine customer desire.
This rebrand sets the foundation for future campaigns leading to the reveal of our flagship car designs in 2026, including our latest campaign launch of our unique sonic identity, “Pulse of the Land.”
How was the rebrand rolled out (logo creatives/advertising/digital marketing/social media/TVCs/radio etc.)?
AlMashhadi: Our new brand identity rollout was meticulously planned with a multichannel strategic launch designed to maximise impact and generate significant market buzz from the first day of the campaign.
We chose Saudi National Day for the unveiling, leveraging a moment of national pride to introduce our bold new identity, including the bilingual logotype and the first glimpse of our unique product design elements, signaling our imminent global vehicle debut.
The execution involved a comprehensive mix of channels with the focus on social and digital media, supported with OOH advertising and earned media coverage. Understanding the market of Saudi Arabia – a tech savvy nation and the way how it interacts with advertisement was crucial to us.
CEER’s social media channels played a crucial role, featuring engaging videos that highlighted the brand’s unique identity. These videos specifically revealed and showcased the 32 distinctive bars of light product design element that will feature on CEER vehicles, deriving its direct inspiration from 1932, the year of Saudi Arabia’s unification.
They emphasised how this design symbolises unity, innovation, and the nation’s pioneering spirit, reinforcing CEER’s position as the Kingdom’s first EV brand with a deep connection to Saudi heritage and a commitment to being both Saudi-inspired and Saudi-made.
Which agency was involved in the rebrand?
AlMashhadi: Dentsu Creative worked on the identity refresh from the very beginning, shaping the brand from the inside out. The agency was instrumental in defining CEER’s brand strategy, visual identity, and tone of voice, laying the groundwork for our highly anticipated flagship product reveal in 2026.
As Saudi Arabia’s first automotive company, CEER required a bilingual identity that gave equal prominence to Arabic and English, reflecting its vision to inspire a nation and captivate the world.
Dentsu Creative developed the CEER logotype, which embodies the brand’s design principles and serves as the foundation for a cohesive design system spanning all aspects of the brand and in-car experience. Additionally, the CEER typeface, used throughout the identity, was designed by renowned designer Tarek Atrissi.
The visual rebrand is only the beginning, our intention is to bring the brand alive as we gear up towards the reveal next year. An example of that is the latest chapter in our brand reveal – the introduction of CEER’s sonic identity – another essential step in creating a brand and vehicles that excites all the senses.
What was the initial market reaction to the rebrand?
AlMashhadi: The initial market reaction has been overwhelmingly positive, signaling strong commercial acceptance and a promising foundation for future growth.
We drove substantial awareness with over 680 million impressions and reached over 15 million unique accounts, generating significant top-of-funnel visibility. Notably, our video ranked among the top 20 overall most-viewed videos on all platforms on Saudi National Day. We also ranked among the top 20 most-viewed Saudi National Day Videos on X.
من نور وطنٍ وحّدنا، إلى طموحٍ يسكن في أعماقنا، نواصل في سير رحلتنا لبناء مستقبل نشوف فيه عزنا.
— CEER (@ceer) September 20, 2025
Sentiment was overwhelmingly positive across both digital and traditional media, which indicates that our message is being received as intended, building a favorable brand perception from the outset. Beyond positive sentiment, we observed tangible commercial interest.
Key comments included expressions of Saudi pride, excitement for the product, and crucially, enquiries about launch dates and explicit intent to buy our cars. This immediate commercial curiosity is a powerful indicator of future demand.
How will metrics be used to measure the success of the rebrand in the mid-term / long-term?
AlMashhadi: Our approach to measuring the new brand identity success is robust and data-driven, designed to provide clear commercial insights and validate our strategic investments.
For the initial rollout, we’ve established a comprehensive set of metrics to track immediate impact, including brand awareness and reach, brand perception and engagement sentiment, customer interest and the acquisition funnel, and competitive standing, including share of voice against key EV competitors.
While these initial metrics provide a strong foundation, our mid-to-long-term success will be measured by how these translate into sustained brand equity, customer loyalty, and, ultimately, vehicle reservations and sales once our products are launched.
At every stage of unveiling the refreshed identity, the response has been overwhelmingly positive. I cannot wait to share with you the latest chapter of the CEER identity refresh: the launch of our sonic identity.
This innovative addition further solidifies our brand’s unique presence and emotional connection with our audience. With figures soon to follow, we are confident that this milestone will contribute significantly to our long-term metrics of success, including sustained brand equity, customer loyalty, and vehicle reservations and sales.
All in all, CEER’s rebrand is a carefully choreographed blend of heritage and horizon-tasting ambition. It positions a homegrown, bilingual identity at the heart of a global electric-vehicle narrative, turning national pride into an engine for commercial momentum.
The commitment to a sonic identity signals a brand that intends to speak not just with visuals but with sound, touch and feel, aiming to enlist the senses in the journey from curiosity to reservation.
If the rebrand is a flag planted on Saudi soil, the next moves will determine how high CEER can rise. The numbers so far — hundreds of millions of impressions, millions of engaged accounts, and a chorus of positive sentiment — are the wind in CEER’s sails. Yet, the true test will be whether the brand, in tandem with products, can convert interest into loyalty, reservations and sales when the flagship vehicles finally arrive.
Like a new city square built around a heartbeat, CEER is laying the groundwork for a brand that hopes to become a familiar companion on the road to Saudi Arabia’s automotive future. In that sense, the rebrand is less a single act than the opening chapter of a long, unfolding journey.
The destination remains clear: a future-forward, heritage-rooted Saudi automotive story that speaks to both local pride and global ambition.
CREDITS:
Client: CEER
Agency: Dentsu Creative
