Abstract:
Saudi start-up Ceer launched its first two all-electric models on Monday and announced plans to launch five more models by 2030, a move aimed at achieving the kingdom's goal of establishing a viable automotive industry to reduce its dependence on oil. The two futuristic high-end electric models, including a sedan and an SUV, will be called "Exobot" and go on sale in the Kingdom in early 2027.
The design of both models is reminiscent of the vehicles in the science fiction thriller "Tron", and both are equipped with upward-opening "gull-wing doors."
Ceer CEO Jim DeLuca said the company has also eliminated traditional columns between the front and rear seats of its cars, instead using high-strength materials to provide structural support.
Ceer is a joint venture between Saudi Arabia’s sovereign wealth fund Public Investment Fund and Foxconn, with strong financial support from Saudi Arabia’s oil wealth.
However, the company still needs to overcome many challenges, including various obstacles encountered by Saudi Arabia in its previous attempts to diversify local car production, as well as logistics and inflation problems caused by the US-Israeli conflict against Iran.
Saudi Arabia has also tried to develop the automobile industry before. For example, it planned to build a Jaguar Land Rover factory in Saudi Arabia more than ten years ago, but the plan was ultimately shelved.
This time, Ceer has adopted a broader strategy, relying on global partners as well as an expanding local network to supply parts.
Foxconn provided the electrical architecture for the Exobots models, while German luxury carmaker BMW provided engineering support.
De Luca said that although the company is initially positioned as a pure electric vehicle manufacturer, in order to respond to changing market needs, its complete product lineup will cover plug-in hybrid models and internal combustion engine models.
Following the launch of electric models on Monday, Ceer plans to launch five mainstream models between 2028 and 2030.
Ceer's upcoming mainstream models will be designed to meet all global regulatory requirements so they can be sold around the world, DeLuca said.
The company is aiming for steady expansion, with plans to enter neighboring markets in 2028 and subsequently expand throughout the Middle East and North Africa.
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