CASE STUDY: Economic Diversification: JAXUSA Lands First Automotive OEM Manufacturer in Florida
Overview
JAXUSA Partnership, the economic development arm of the JAX Chamber (chamber of commerce for Jacksonville, Florida), drives business growth in Jacksonville and throughout Northeast Florida, a region of about 1.9 million. The Jacksonville region’s economy has thrived by strategically focusing on attracting investment and jobs in healthcare, technology, and financial services.
Under the leadership of President Aundra Wallace, JAXUSA has further diversified the local economy by securing the first automotive original equipment manufacturer (OEM) of electrified autonomous passenger shuttles, putting the clean energy sector to work for Jacksonville.
Opportunity
JAXUSA Partnership was excited to learn that German manufacturer HOLON, a leader in autonomous electric people movers, was considering Jacksonville for its new manufacturing plant. The facility will produce 15-passenger autonomous vehicles for both commercial and public transit, part of a growing sector of electrified transportation that moves small groups of people and supplements public transit. HOLON’s parent company, Benteler, also aims to meet ambitious energy and emissions targets and plans to integrate renewables into its operations.
JAXUSA realized that Jacksonville was competing with established automotive hubs in Michigan and South Carolina. Instead of viewing this as a long shot, JAXUSA honed in on HOLON’s key technology needs and developed a strategy to leverage Jacksonville’s robust skilled technology and software workforce—which fit perfectly with those needs.
How They Did It
Jacksonville offered HOLON a compelling opportunity to invest in a community aligned with its goals for electrified transportation.
Jacksonville’s comprehensive mobility strategy includes a strong commitment to electrification by the Jacksonville Transit Authority (JTA), creating immediate demand for HOLON’s autonomous electric vehicles and addressing key transit gaps.
Jacksonville offers a robust technology and software workforce, bolstered by JAXUSA’s proactive collaboration with Florida State College at Jacksonville and JTA to create a workforce development working group. This ensures that HOLON has access to the skilled workforce necessary for manufacturing, with the City offering HOLON $1,000 per new employee for training.
The region is also well-equipped with strong support infrastructure, highlighted by valued Chamber member Miller Electric’s dedicated EV Innovation Design Center. Further, HOLON will partner with Orlando-based Beep for operations and deployment.
Additionally, access to federal funding through the Build America, Buy America Act (part of the Bipartisan Infrastructure Investment and Jobs Act (IIJA)) has made this project not just viable, but a key example of how strategic partnerships and community alignment can drive industry innovation and economic growth.
Economic Development Benefits
HOLON’s investment in Jacksonville represents a major economic boon, positioning the region to become a national leader in autonomous vehicle technology.
Investment: HOLON will build a $100M, 500,000 sq. foot facility in North Jacksonville
Job Creation: In addition to creating 150-190 jobs at the factory, the plant will attract up to an estimated 1,000 indirect jobs via the supply chain and in services and support.
Revenue: Increased tax revenue will benefit schools, infrastructure, police, fire, and other key services.
Strategic Growth: Jacksonville will be able to attract additional innovators and manufacturers in the autonomous and electric vehicle space.
Export Business: HOLON vehicles will be sold in the U.S. and exported internationally.
Infrastructure: Local infrastructure developments, including utility and grid upgrades, will benefit the region.
Perhaps most significantly, HOLON's investment enables Jacksonville to attract more clean energy and electrified transportation companies. According to JAXUSA Partnership President, Aundra Wallace, “The HOLON relationship is a springboard for Jacksonville to attract more businesses in the autonomous, high-tech transportation sector.”
In a news article announcing the plant, U.S. Rep. Aaron Bean (R-Florida) said he is working on federal regulations to encourage expanded use of autonomous vehicle technology, ensuring that the U.S., not China, leads this sector. He called HOLON’s choice of Jacksonville “a 'Buy America' success story, plain and simple.”
Lessons Learned
JAXUSA Partnership developed a strategy early on to frame its value around technology expertise, given the ever-increasing importance of technology skills to the autonomous and electric vehicle industry. Additionally, their clear understanding of the Jacksonville transportation ecosystem, including JTA’s intention to become a significant and immediate customer of HOLON, made the area very attractive to the company.
To learn more about JAXUSA Partnership’s leadership in economic development, visit jaxusa.org.