Dürr is delivering one of the most advanced automotive paint shops in the world for CEER, Saudi Arabia’s first automotive manufacturer and homegrown electric vehicle brand.
Ordered in 2023 and now in the installation phase, the high-tech facility will anchor CEER’s manufacturing complex in King Abdullah Economic City, with production set to begin in the fourth quarter of 2026.
At the heart of the project is Dürr’s fully realized Paint Shop of the Future concept — deployed for the first time in its entirety. The modular, highly automated system replaces rigid production lines with flexible painting boxes. Autonomous guided vehicles (AGVs) transport car bodies dynamically between stations, responding in real time to demand and capacity.
Advanced application technology allows vehicle interiors and exteriors to be painted in a single box, while a dedicated system enables fully automatic two-tone finishes without overspray. The result is maximum flexibility, premium paint quality, and a significant reduction in material waste.
Sustainability is built into every layer of the operation. Dürr is supplying its latest generation of ovens, including the EcoInCure system, which heats vehicle bodies from the inside out.
This approach is particularly suited to electric vehicles, efficiently drying reinforced components such as rocker panels while protecting thinner body sections. Compared with conventional systems, the process cuts heating time by up to 30%, sharply reducing energy consumption.
Exhaust air is purified using Dürr CTS’s electrically operated Oxi.X RV system based on regenerative thermal oxidation. Because the process runs without an open flame, it avoids the unwanted by-products of combustion while further lowering CO₂ emissions.
Another standout feature is Dürr’s award-winning EcoPaintJet Pro. The overspray-free technology allows CEER to offer striking two-tone paint finishes and even complex designs such as logos or lettering — without masking or adhesive tape. This eliminates plastic waste, reduces paint consumption, and enables high levels of customer customization within an automated production environment.
“Innovation is a key driver of performance and sustainability in vehicle production. The paint shop of the future will deliver great flexibility, energy and paint efficiency, and exciting premium vehicle paint finishes,” said Dr Lars Friedrich, CEO of Dürr Systems AG. “We are pleased to have the opportunity to partner with CEER to create one of the most modern car production lines in the world.”
Digitalization plays a central role in the facility’s operation. CEER’s paint shop will run on software from Dürr’s DXQ product family, designed to minimize downtime and maximize efficiency.
DXQcontrol, a modular manufacturing operations management system, coordinates planning, execution, and optimization across more than 50 functionalities. DXQanalyze adds predictive insights, linking quality outcomes to production processes and forecasting the service life of system components.
Logistics are equally intelligent. Dürr’s EcoProFleet AGVs continuously shuttle bodies between workstations and the high-bay warehouse, while DXQlogistics.control digitally orchestrates material flow based on equipment availability and workload.
“Our goal at CEER is to build a world-class manufacturing facility, setting new benchmark for efficiency and sustainability,” said James DeLuca, CEO of CEER.
“This Paint Shop of the Future will place CEER at the forefront of automotive manufacturing innovation, allowing us to offer our customers in Saudi Arabia and the wider region a level of customization they have never seen before. The result will be a more environmentally friendly manufacturing process and the ability to offer customization in car colors, finishing, and intricate details that will excite the public.”
Dürr has also strengthened its regional presence to support the project, opening its subsidiary Dürr Systems Arabia LLC in Jeddah in autumn 2024. The move underscores the company’s long-term commitment to Saudi Arabia as CEER prepares to launch production from what is set to become a global benchmark in automotive painting technology.
