Saudi EV Startup Ceer Unveils First Electric Cars

Saudi electric vehicle startup Ceer has unveiled its first two fully electric models as the kingdom seeks to develop a domestic automotive industry and reduce its reliance on oil revenues.

The company presented two premium electric vehicles under the Exobot name — a sedan and an SUV — which are expected to go on sale in Saudi Arabia in early 2027.

The futuristic vehicles feature designs inspired by science-fiction films, including upward-opening “gullwing” doors. Ceer has also removed the traditional pillars between the front and rear doors, using high-strength materials to provide structural support, Chief Executive Jim DeLuca said.

“We wanted to make sure the world could see what Saudi Arabia is capable of,” DeLuca said.

Ceer is a joint venture between Saudi Arabia’s sovereign wealth fund, the Public Investment Fund (PIF), and Taiwanese contract electronics manufacturer Foxconn. The company plans to launch five additional mainstream models between 2028 and 2030.

Saudi Arabia seeks to build local auto industry

Ceer’s launch comes as global automakers face major changes, with Chinese manufacturers rapidly expanding their share of the electric vehicle market and increasing competition for established carmakers.

The Saudi startup is backed by the kingdom’s substantial financial resources, but it faces challenges in building a competitive automotive industry from scratch.

Saudi Arabia has previously attempted to attract major automakers and develop local vehicle manufacturing. Plans for a Jaguar Land Rover factory were abandoned more than a decade ago, while Toyota declined a proposed deal in 2019, citing high labour costs and a shortage of local suppliers.

Ceer is taking a different approach by working with international companies while developing a local supply chain.

Foxconn has provided the electrical architecture for the Exobot vehicles, while Germany’s BMW has supplied engineering expertise. Automotive suppliers including US-based Lear, South Korea’s Shin Young, Germany’s Benteler and China’s Fangxin have also established manufacturing operations in Saudi Arabia, encouraged by government incentives.

Five more models planned by 2030

Although Ceer was initially established as a pure electric vehicle manufacturer, DeLuca said its future lineup would also include plug-in hybrids and combustion-engine vehicles to respond to changing consumer demand.

The company plans to introduce five mainstream models from 2028 through 2030. These vehicles will be designed to meet global regulatory standards, allowing Ceer to potentially sell them in international markets.

Ceer aims to begin expanding into neighbouring markets in 2028 before moving into wider Middle Eastern and North African markets.

“We want to make sure we move very methodically,” DeLuca said. “It only takes one mistake and you can kill a startup.”

Ceer’s ambitions come at a challenging time for new EV manufacturers. Several startups, including Fisker, Arrival and Lordstown, have struggled or collapsed in recent years as competition, costs and changing demand have made the global electric vehicle market increasingly difficult for new entrants.

The company says it plans to expand cautiously through 2034 as Saudi Arabia seeks to establish itself as a regional automotive manufacturing hub. Courtesy Reuters