Maaden seeks to ‘Unearth Tomorrow’ with dynamic rebrand

Saudi Arabian Mining Company, known as Maaden has unveiled its dynamic new brand identity.
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Updated 27 April 2025
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Maaden seeks to ‘Unearth Tomorrow’ with dynamic rebrand

Saudi Arabian Mining Company, known as Maaden, the largest multi-commodity mining and metals company in the Middle East and one of the fastest-growing mining companies in the world, has unveiled its dynamic new brand identity. The rebranding is an impactful expression of the company’s ambitious vision: to drive innovation, lead with purpose, and to inspire and invest in the next generation.

As Maaden establishes itself as a globally significant Saudi mining champion, with an ambitious plan to grow 10 times by 2040, its goal is to become the employer of choice for the next generation of Saudi professionals. To achieve this, Maaden has realigned its visual identity and brand strategy to reflect the company’s dynamism, technology focus, and ambitious growth.

The visual identity captures Maaden’s proud Saudi heritage and its global ambition with the fusion of the infinity symbol, the Arabic and English M — representing legacy, vision, and connectivity. The tagline, Unearth Tomorrow, recognizes the company’s overarching purpose of developing the Kingdom’s mineral resources to fuel economic, societal, and industrial growth.

Bob Wilt, CEO of Maaden, said: “We are unveiling more than a visual identity today; this is an important milestone in our journey as a Saudi-based, globally significant organization that drives progress through technology, innovation, and talent. We have ambitious growth plans that are already being realized, and to fuel these, we must continue to inspire our current and future workforce to transform the mining sector and realize Saudi Arabia’s significant mineral potential.”

“As one of the fastest growing mining companies in the world, Maaden takes its role as a sector champion seriously. It was important that we created an image that encompasses those ambitions and positions us differently, visually and strategically, and captures the spirit of excitement and motivation that must define everything we do.”

The wordmark of Maaden’s new brand identity made its debut earlier this year on Aston Martin Aramco’s AMR25 Formula One car. As the team’s first-ever principal partner, Maaden’s branding features prominently on the car’s livery. Both this partnership and Maaden’s recent pillar partnership with LIV Golf are key markers of the company’s ongoing transformation to connect with a broader audience to attract top talent and strengthen its profile on the global stage.

Prioritizing domestic development and local talent, Maaden is driving economic diversification and fueling the Kingdom’s transformation. Inspired by the goals of Vision 2030, Maaden is attracting world leading partners, investing in new technologies and ramping up capabilities — building the third pillar of Saudi Arabia’s economy.


iCAUR V27 conquers city roads with new energy technology

Updated 23 February 2026
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iCAUR V27 conquers city roads with new energy technology

A media test drive event focused on premium on-road driving was held in Jeddah. On Feb. 5, iCAUR invited representatives from media outlets, including leading automotive outlet Motory, to take part in an in-depth driving experience featuring the all-round hybrid SUV V27 across urban roads and intercity highways.
Guests gathered at Jeddah’s premium landmark, Millionaire Restaurant, where the iCAUR Saudi Arabia team introduced the V27’s design philosophy and key technologies. Open discussions followed, helping members of the media gain a clearer understanding of iCAUR’s brand vision and the V27’s core strengths ahead of the test drive.
The test drive route covered urban roads in Jeddah as well as inter-city highways leading to King Abdullah Economic City, providing an ideal setting to evaluate the V27’s on-road performance across varied conditions. During long-distance highway driving, range and power remain key considerations, and the iCAUR V27 demonstrated solid on-road performance. As the brand’s first mass-production model equipped with the Golden REEV system, the V27 features a dedicated 1.5T range-extender engine with a thermal efficiency of 45.79 percent. It generates 3.71 kWh of electricity per liter of fuel and delivers a combined range of over 1,000 km, effectively addressing long-distance travel concerns.
On city streets with moderate traffic, the V27 impressed with its smooth and quiet ride. The electric motors deliver responsive, linear acceleration, with seamless start-stop performance that keeps driving relaxed even in traffic. Once on open intercity highways, pressing the accelerator fully unleashes 455 hp from the dual motors, propelling the SUV from zero to 100 km/h in about five seconds. Overtaking and lane changes feel effortless, with no hint of lag at any point.
Even more impressive, this five-meter-long SUV, with a chassis tuned by the internationally renowned racing team Prodive and equipped with an intelligent all-wheel drive system, maintained precise handling at high-speed corners. The steering felt responsive and refined, while the suspension offered solid support, completely defying the typical perception of large SUVs as cumbersome. “I didn’t expect such a large SUV to handle so nimbly — it was enjoyable to drive from start to finish,” one media guest remarked after the test drive. “The intelligent cockpit exceeded all expectations, making long-distance driving both comfortable and enjoyable!”
During the test drive, several media representatives praised the V27’s Stellar Cockpit. The 15.4-inch 3K HD touchscreen delivers crisp, detailed visuals, while the smart infotainment system powered by the 8155 chip ensures smooth operation comparable to a premium tablet, with seamless swiping and no lag. Meanwhile, a temperature-controlled armrest compartment, along with ventilated and heated seats precisely calibrated to the driver’s comfort, kept the driving experience enjoyable throughout the long-distance journey.
Previous test drives at Riyadh’s Edge of the World demonstrated the V27’s off-road capabilities under challenging conditions. The Jeddah media test drive, however, offered a first-hand experience of the V27’s impressive performance in city commuting and intercity highway scenarios. It not only overcomes the typical trade-off between power and range found in conventional new energy vehicles but also seamlessly combines intelligent technology with precise handling, meeting the key expectations of Saudi drivers for on-road performance.
As a model tailored for the Middle East market, the iCAUR V27 made its global debut in the UAE on Feb. 8, followed by a launch in Bahrain on Feb. 10. The arrival of the V27 is expected to bring fresh energy and new possibilities to the region’s premium new energy mobility segment.