Juffali Commercial Vehicles leads the Saudi automobile industry

Juffali Commercial Vehicles (JCV), the sole agent and distributor of Mercedes-Benz Trucks, Vans, and Buses in Saudi Arabia, delivered 600 Mercedes-Benz Citaro buses for the Riyadh Transport project. This represented the single largest order for a Mercedes-Benz Citaro city bus in the history of Daimler buses. 

These buses, which were specially designed for Saudi Arabia, catered to the travel needs of citizens and visitors of the capital city Riyadh  and operate on the newly established BRT (Bus Rapid Transit) routes.

Specially adapted to operate in the hot desert region of Saudi Arabia, these specialized buses come equipped with an advanced air conditioning system, circulating air blowers in the doors, as well as double-glazed and tinted side windows. The interior and exterior design of the vehicles has been specifically designed to meet customer requirements from the municipal authorities in Riyadh. They are equipped with the latest information technology systems. All buses are equipped with WIFI, 18” flat screen screens in the passenger compartment, and cashless payment systems. In addition, automatic counting of passengers at the doors, as well as intelligent vehicle grids with control systems and service parts, support fleet operators by setting up schedules and maintenance intervals.


Numbers prove that the Saudi market is of supreme importance to the commercial vehicles sector in the Middle East. According to Future Market Insights Global and Consulting, truck sales alone touched $560 million in 2021 and could reach nearly $900 million in the next five years. Data cruncher Statista also estimates that 80,000 commercial vehicles were sold in the Kingdom in 2021.

“We permanently question ourselves; whether we are on the right track, what needs to be enhanced, what needs to be changed, what needs to be reduced, or what needs to be strengthened. This is an ongoing process”
– Heiko Schulze


Despite a challenging global landscape, Saudi Arabia is determined to pour money into its economy and infrastructure while continuing its program of reform under the Saudi Vision 2030 framework.

“I am optimistic about the upcoming years,” says Heiko Schulze, CEO, Juffali Industrial Products Company (JCV), adding that despite the disruption caused by the Covid-19 pandemic, the Kingdom has maintained its economic development where others have faltered.

“It seems to be that also 2022 will be a good year,” Schulze adds. “With Vision 2030, Saudi Arabia has chosen the right direction and the way this vision is executed is positive. Future regulations, when it comes to our industry sector, will also force our customers to renew their equipment. That is why I believe, in general, there is a positive development on the horizon, particularly for our industry sector.”

JCV has been the powerhouse agent for Daimler’s range of Mercedes-Benz Trucks, Vans, and Buses since 1976 ensuring that the German giant has maintained its preeminent status as the number one commercial vehicles brand in the market ever since.

Schulze, however, stresses that buyers in the Kingdom have traditionally placed value and reliability over the very latest in commercial vehicle technology. 



“The trend of localization and the demand for it will continue. It will get stronger,” he says. “We have talked about the Vision 2030, and of course, Saudi Arabia is striving to get more independent of the oil and develop different industry sectors. In this regard, localization is essential, and this is why we have decided, not only to assemble the Mercedes Benz heavy trucks here but also light and medium duty Mitsubishi FUSO models.”

“We want to focus on growth over the next 12 months. I believe we need to grow in all the sectors of our industry using different approaches. We need to prepare ourselves to participate in the economic growth of the Kingdom and to be strident in being relatively better than our competitors,” he says.

“We also need to have better solutions for customers than others do. This is what is on the agenda for the next 12 months. This is something we do permanently. We permanently question ourselves; whether we are on the right track, what needs to be enhanced, what needs to be changed, what needs to be reduced, or what needs to be strengthened. This is an ongoing process.”

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