Frankly Speaking: Assessing Lucid and the Kingdom’s EV ambitions

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Updated 17 March 2025
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Frankly Speaking: Assessing Lucid and the Kingdom’s EV ambitions

Frankly Speaking: Assessing Lucid and the Kingdom’s EV ambitions
  • Faisal Sultan, VP and MD (Middle East) of Lucid Motors, is confident about the US-headquartered electric vehicle maker’s trajectory and its presence in Saudi Arabia
  • Considers Saudi electric transportation goals attainable thanks to steady public adoption of EV and strong government policy support

RIYADH: Faisal Sultan, vice president and managing director of Lucid Middle East, is confident about the company’s trajectory and its growing presence in Saudi Arabia — a nation eager to establish itself as a key player in the global electric vehicle (EV) market.

Lucid Motors has had a transformative year despite a leadership change following Peter Rawlinson’s departure as CEO after 12 years in the post. Appearing on the Arab News current affairs program “Frankly Speaking,” Sultan said the firm has been left on a strong footing.

“What Lucid is today is because of him,” Sultan told “Frankly Speaking” host Katie Jensen. “The company is in a growth stage and therefore Peter decided to hand it over to the team that he has established to take it forward.”

Lucid, a pioneering EV manufacturer headquartered in the US, has set ambitious goals for its expansion in the Middle East, particularly in Saudi Arabia.

Backed by the Saudi Public Investment Fund (PIF), which holds a significant stake in the company, Lucid is spearheading the development of the Kingdom’s first EV manufacturing facility.

The firm’s assembly plant in Jeddah’s King Abdullah Economic City, which opened in September 2023, is already operational. Construction is underway for a full-scale factory, expected to be completed by the end of 2026.

“I’m very proud of the team, what we’ve been able to accomplish in Saudi Arabia — the first-ever international automotive manufacturing plant in the Kingdom,” said Sultan.

“We are definitely going to move and expand on that. We’re building a complete build unit factory now after the semi-knocked-down assembly factory, and that is currently under construction. It’s on time and it’s going to be completed, as previously stated, by the end of next year.

“It will have a capacity of 150,000 and we’ll start producing some cars in early 2027 from there for global consumption.”




Faisal Sultan, vice president and managing director (Middle East) of Lucid Group, spoke to ‘Frankly Speaking’ host Katie Jensen on a wide range of topics related to sustainable mobility. (AN Photo)

Lucid Motors has joined the “Made in Saudi” program, becoming the first global automotive company to do so, allowing it to use the 'Saudi Made' logo on its products, signifying quality and national pride, and reflecting the Kingdom’s commitment to becoming a leader in innovative manufacturing.

“The ‘Made in Saudi’ badge is a very prestigious thing,” said Sultan. “And it’s a really emotional thing for our teammates out of Saudi Arabia because they feel very proud to be a part of history and to be the first automotive manufacturer that can say that we have a Saudi-made vehicle, which is now being exported to other countries.

“Even the public has perceived it as a medal.”

Saudi Arabia’s Vision 2030 economic diversification strategy places great emphasis on sustainability and clean energy, with the aim of electrifying 30 percent of vehicles on its roads by the end of the decade.

Sultan believes this goal is attainable, given the steady increase in EV adoption and the government’s strong policy support.

“Our estimates are, basically, about 6 to 7 percent of vehicles that are being sold in the country are already electric vehicles,” he said.

“But I think that’s going to grow to 30 percent because of initiatives like the Saudi Green Initiative that really puts in the drive, the motivation, the policies, all of them coming together.”

More can be done, however, to boost the uptake of EVs.

“One of the biggest challenges when you talk about EV adoption is the infrastructure,” said Sultan. “And if the infrastructure is not there, it’s not going to happen. So we’re working with many companies, many partnerships that Lucid has. We’re working with the government entities to make sure that the chargers are there.”

Lucid’s vehicles are often compared to other luxury EVs, particularly Elon Musk’s Tesla range. However, Sultan is keen to clarify that Lucid is operating in a different league.




Lucid, a pioneering EV manufacturer headquartered in the US, has set ambitious goals for its expansion in the Middle East, particularly in Saudi Arabia. (Supplied)

“We don’t really consider Tesla as our main competitor,” he said. “Because if you look at a Lucid’s interior, and you look at the offerings that we have, how luxurious the car is, Tesla doesn’t produce a car like that.

“They do have a technological electric vehicle but that is really not the segment. Now people do take that misconception and try to compare it. But it’s an upgrade for a Model S person to come into a Lucid Air. They’re upgrading.”

Sultan says he is not concerned about Tesla entering the Saudi market, pointing to the healthy competition that already exists between other EV brands.

“There’s the Chinese brand BYD. More competition is better because it gives the consumer the difference. And I think we need to just continue to have our powertrain capabilities that are much higher. For example, our motors give you per kilogram more horsepower.”

Saudi Arabia is also launching its first ever domestic EV brand, Ceer, raising further questions about potential competition for Lucid within the Kingdom. However, Sultan sees Ceer as a complementary force rather than a rival.

“Saudi Arabia has been trying to do this for a while,” he said. “Lucid gave it the opportunity to ignite that spark. And now that we’ve done so, we have Ceer, our sister electric vehicle company that is now owned by Saudi Arabia itself, its first national brand. And we have Hyundai, which has also signed a deal with them.

“The three companies — the two companies EV, one company mixed — I think that will give them 500,000 production units by 2030, around that time frame, and a capacity at least. And I think that will get the supply chain coming in, it will get the whole ecosystem developed and then from there on they can build on it.”

There are, however, several barriers to the wider adoption of EVs in Saudi Arabia, including the hefty price tag attached to many vehicles currently on the market, the limited number of charging stations, and the lag in changing public attitudes.

“A lot of it is actually just the change itself, because a lot of people are really worried,” said Sultan. “They’re used to doing things a certain way. You have a car, you go to the gas station, you fill your gas anywhere. For them, it is an adopted way of living. And I think that’s one of the things, we have to inform the consumer how easy it is.”

Sultan stresses that home charging solutions will be key in easing the transition to EVs.

“I think the focus should be at-home charging and it should not be on public charging. If people are thinking that they’re going to be charging all the time on public charging, I think that’s really the wrong way to think about charging. It should be on your home base.”




Lucid, a pioneering EV manufacturer headquartered in the US, has set ambitious goals for its expansion in the Middle East, particularly in Saudi Arabia as Sultan explained to Jensen. (AN Photo)

Another lag on the expansion of the EV industry as a whole is the availability of the rare earth minerals needed to make batteries. Although Lucid already has a reliable supply chain for its batteries, Saudi Arabia’s mineral riches — particularly lithium — have not escaped its notice.

“Our suppliers really need those materials,” said Sultan. “We typically don’t buy them directly in raw form. But yes, we’re keeping an eye on that and we’re very lucky because Saudi Arabia is also, under Vision 2030, looking at the mining and minerals sector.”

The company is also open to the idea of sourcing its EV batteries from a Saudi partner in future, but Sultan expects such collaborations to involve established global players.

“We’re open to all these partnerships,” he said. “Currently we buy from LG Chem, Samsung, and Panasonic. Samsung and Panasonic are the two biggest suppliers for our batteries right now.”

Lucid is also working on battery recycling solutions, with discussions underway to establish a recycling facility in Saudi Arabia.

“Some studies have shown that 95 percent of these batteries now can be recycled,” he said. “The cost to recycle needs to come down, and it is (coming down). If you go back five, six years ago, it was a tremendous effort to get these things recycled. But we are getting a lot of development happening, a lot more companies jumping into this.”

Looking ahead to the future, Lucid has seen strong demand for its vehicles in the Gulf Cooperation Council area and intends to expand its presence across these key markets.

“The current focus is really within the GCC area,” said Sultan. “That’s where we want to focus on because the market for a luxury four-door sedan and a luxury full-size SUV is the strongest in the UAE, Saudi Arabia, Kuwait, Qatar.”

He added: “In Saudi Arabia, Riyadh is our biggest market. And we want to have a couple more locations in Riyadh. In the Eastern Province, in the Dammam, Al-Khobar area, we don’t have a presence. We’re definitely going to have a presence there.”

With Saudi Arabia’s growing commitment to the EV sector, Lucid Motors appears well-positioned to play a central role in shaping the Kingdom’s automotive future. And with state investment and environmental policies taking priority, public uptake of EVs is expected to boom.

 


Prince Abdullah bin Faisal bin Turki Al-Saud hails Saudi-Japan ties

Prince Abdullah bin Faisal bin Turki Al-Saud hails Saudi-Japan ties
Updated 43 min 25 sec ago
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Prince Abdullah bin Faisal bin Turki Al-Saud hails Saudi-Japan ties

Prince Abdullah bin Faisal bin Turki Al-Saud hails Saudi-Japan ties
  • Prince Abdullah highlights investment growth with Japan
  • Praises role of Arab News Japan in boosting cooperation 

TOKYO: In an interview with Arab News Japan, Saudi Arabia’s Prince Abdullah bin Faisal bin Turki Al-Saud has lauded the strong ties between Japan and the Kingdom, and said he was deeply honored to have received a top honor from the Asia nation.

The former governor of the Saudi General Investment Authority received the Grand Cordon of the Order of the Rising Sun last month.

“Receiving the Imperial Award is indeed a great honor. Like many in the Kingdom, including officials and former officials, I hold the Japanese emperor, government and people in the highest regard,” Prince Abdullah said in the recent interview with Arab News Japan. 

Reflecting on his tenure at SAGIA, now the Ministry of Investment, Prince Abdullah highlighted the collective nature of the recognition. 

“The award reflects the work carried out during my tenure at SAGIA ... This recognition is not solely mine, it is a shared achievement with my colleagues.

“More importantly, it reflects the leadership’s ongoing commitment to strengthening relations with Japan,” he said. 

He emphasized the Kingdom’s investment in international cooperation, noting the evolution of SAGIA into a full ministry under the Council of Ministers. 

“The elevation of SAGIA to a full ministry ... highlights the strategic importance the Saudi leadership places on investment and international cooperation,” he added.

During his recent visit to the Expo 2025 Osaka, Kansai, Prince Abdullah shared his impressions of the Saudi Pavilion, which he described as a powerful representation of the Kingdom’s transformation and culture. 

“The Saudi Pavilion was excellent,” he said of the expo which opened on April 13 and ends Oct. 13. 

“I was particularly interested in the design elements of the Saudi Pavilion, how it captured the essence and transformation of our land, and how quickly and effectively the structure was developed.”

He praised the role of the Ministry of Culture and the young Saudis staffing the pavilion.

“The presence of talented young Saudi men and women at the pavilion was especially noteworthy.

“The structure itself, using stones especially brought from the Kingdom, was impressive, with features such as embedded loudspeakers, combining aesthetics and functionality,” he told Arab News Japan.

Prince Abdullah, who previously served as Saudi Arabia’s ambassador to the US, also lauded the Japanese Pavilion, saying it was “outstanding. Their designers, architects, and scientists demonstrated exceptional innovation.”

 “I even recommended our ambassador Dr. Ghazi Binzagr, who began his academic career in physics, to revisit the pavilion, as the advanced technologies on display merit deeper understanding,” he said. 

Turning to the broader significance of Saudi Arabia-Japan relations, Prince Abdullah emphasized the need for robust media and cultural exchange, pointing to Arab News Japan’s role as a valuable bridge between the two nations. 

“First, I would like to commend the efforts behind Arab News Japan. It is an important initiative, both in its content and in the way it delivers information. 

“It serves a valuable audience and contributes meaningfully to deepening understanding between our two countries.” 

He added: “There is deep mutual respect between our peoples. There is great potential for cooperation, especially among small- and medium-sized enterprises on both sides,” he said. 

Praising Japan’s technological innovation and the Kingdom’s transformative development, he said: “What we can realize by our partnership is amazing.” 

Prince Abdullah added that Japan and Saudi Arabia will benefit from increased cooperation, as well as the global economy.


Riyadh hosts a world of jewels

Riyadh hosts a world of jewels
Updated 51 min 28 sec ago
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Riyadh hosts a world of jewels

Riyadh hosts a world of jewels
  • Jewelry exhibition showcasing Saudi designers and global luxury pieces dazzles visitors

RIYADH: Under the chandelier-lit halls of Riyadh’s Mandarin Oriental Al-Faisaliah Hotel, the Jewels of the World exhibition gathered more than 60 brands for an eager crowd of jewelry and watch enthusiasts.

The exhibition, which ended on Monday, featured notable global names including Bil Arabi, Yoko London, Scavia and FerriFirenze.

Local talent was also spotlighted, notably Renad Al-Amoudi’s striking Marque Legacy collection, which draws inspiration from the flora of the Saudi deserts, including Ruby Lily and Petit Iris.

Nader Freiha, director and organizer of Jewels of the World, said that the exhibition this year is “the culmination of a journey that began in 2016.”

He added that hosting the event in Riyadh reflects “the remarkable growth of the jewelry market in the Kingdom, which has become a destination for global brands thanks to its discerning clientele.”

The exhibition offers the opportunity to explore new collections debuting in Saudi Arabia, from everyday jewelry to ornate bridal sets, many of which are inspired by global artistic and cultural heritage, Freiha said.

“The exhibition is a benchmark for ensuring both quality and luxury simultaneously,” he added.

Ahmed Al-Shirazi, director of SJC Saudi Arabia, a destination for luxury jewelry, said that the exhibition is an opportunity to strengthen brands and attract new customers through showcasing designs and engaging directly.

The Bahraini jeweler observed a rising inclination among clients to use luxury jewelry as a form of self-expression and personal style, highlighting a heightened appreciation for the finer details in their overall look.

Nezar Mukhtar, a member of the Precious Metals and Gemstones National Committee at the Saudi Chambers Federation, observed visitors’ keen interest in renowned brand names.

“Hosting exhibitions locally spares enthusiasts and designers the hassle of traveling and saves them valuable time,” he said.

Mukhtar added that events like Jewels of the World support the national economy and spotlight the sophisticated taste of Saudi consumers.

“Such an exhibition addresses the expectations of many discerning clients seeking specific quality standards in jewelry,” he said.


Where We Are Going Today: ‘Level Up’ social hub in Riyadh

Where We Are Going Today: ‘Level Up’ social hub in Riyadh
Updated 24 sec ago
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Where We Are Going Today: ‘Level Up’ social hub in Riyadh

Where We Are Going Today: ‘Level Up’ social hub in Riyadh

Level Up is a social hub in Riyadh for those seeking entertainment and connection. For just SR60 ($16), visitors gain access to activities ranging from board games and video games to virtual reality experiences.

This multifaceted venue stands out as a gathering place for individuals with shared interests, making it easy to forge new friendships.

One of the highlights at Level Up is its open mic nights, where local bands showcase their talents. This not only provides entertainment but also fosters a sense of community among those attending.

The friendly vibe welcomes both extroverts and introverts, making it a space where people can comfortably engage in conversation or simply enjoy the performances.

The hub also sells PlayStation 5 consoles and accessories, catering to gaming enthusiasts, as well as a range of anime and video game action figures for those into pop culture.

One of the items on the menu I enjoyed was the iced matcha, which is popular among patrons.

While visiting with a friend, I was captivated by the talented musicians at the open mic event, followed by an engaging session of board games.

Level Up hosts discussions every Tuesday, featuring industry leaders such as marketing heads, board members, talent acquisition directors, CEOs, and founders.

These events provide opportunities to learn from and engage with influential figures, helping to enrich the community experience.

Whether you are looking to socialize, enjoy live music, or dive into gaming, Level Up is well worth a visit.


Saudi deputy FM receives Turkmenistan’s ambassador in Riyadh

Saudi deputy FM receives Turkmenistan’s ambassador in Riyadh
Updated 19 May 2025
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Saudi deputy FM receives Turkmenistan’s ambassador in Riyadh

Saudi deputy FM receives Turkmenistan’s ambassador in Riyadh

Saudi Arabia’s Deputy Minister of Foreign Affairs for Economic and Development Affairs Abdullah bin Zarah received Oraz Mohammed Charif, Turkmenistan’s ambassador to the Kingdom, in Riyadh.

During the meeting, they reviewed economic issues of common interest, the foreign ministry said in a post on X on Monday.

Meanwhile, Saudi Foreign Minister Prince Faisal bin Farhan received a phone call from Austrian Foreign Minister Beate Meinl-Reisinger during which they reviewed bilateral relations and regional and international developments


Project management forum highlights AI’s growing impact on industry

Project management forum highlights AI’s growing impact on industry
Updated 19 May 2025
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Project management forum highlights AI’s growing impact on industry

Project management forum highlights AI’s growing impact on industry
  • Ali Al-Khabouri: AI will help the project managers to predict some of these situations that can happen based on the existing information and historical patterns
  • Al-Khabouri: AI tools will evolve in a way that they will provide us the information that we need to depend on for making decisions

RIYADH: Industry leaders and innovators discussed the role of artificial intelligence in advancing project management during the final day of the Global Project Management Forum in Riyadh on Monday.

Speaking on the sidelines of the forum, which has Arab News as a media partner, Ali Al-Khabouri, co-founder of Matrix Oman, told Arab News that AI is playing an increasingly important role in supporting decision-making in project management.

“AI will help the project managers to predict some of the information, predict some of these situations that can happen based on the existing information and historical patterns,” he said.

Al-Khabouri also discussed the importance of defining a clear strategy for AI adoption, adding that organizations should evaluate whether adopting AI is a value-adding step or simply a response to market trends.

During a panel discussion titled “The Future of Project Management: Leadership, Innovation and Strategic Integration of People, Process and Technology,” Marko Golob, head of IT PMO at SIJ d.d., highlighted the need for education in project management.

“We have a gap of 30 million project (managers) in the board in the next 10 years — 30 million. It’s a lot.”

Al-Khabouri highlighted the evolving role of artificial intelligence in improving decision-making within project environments.

He said: “AI tools will evolve in a way that they will provide us the information that we need to depend on for making decisions.”

He added that while the essence of decision-making remains constant, the tools, processes and organizational mindset supporting it are evolving in response to technological advancement.

Imad Al-Sadeq, transformation delivery partner at EY MENA, discussed the growing concern of over-reliance on artificial intelligence in project management.

“The risk here (is) that some people, including project managers, will over rely on (AI). Some people will mistrust the human side for the sake of AI,” he said.

Al-Sadeq added that this trend is already emerging in some settings, and he highlighted the need to strike a balance between technology and human insight.

“We still need to keep the human at center, keep the trust with the human judgment. Otherwise, we are not only calling for best effect, but we are calling only for best practice or previous work. And this is a big difference,” he added.