Ceer Motors, a Saudi venture backed by the Public Investment Fund, officially introduced its inaugural EXOBOT electric vehicles as part of an ambitious plan to establish a domestic automotive industry. The company intends to manufacture seven new models in Saudi Arabia over the next five years, positioning itself as a regional competitor alongside established players like Tesla and Lucid, which have recently entered the Saudi market.
Founded in 2022 through a joint venture with Taiwanese technology firm Foxconn, Ceer leverages licensing partnerships with BMW and collaborations with major industrial suppliers including Dürr, Schuler, Siemens, and ABB. The company’s leadership includes CEO Jim DeLuca, who previously held senior positions at General Motors and served as the first CEO of Vietnamese automaker VinFast. According to the Public Investment Fund, Ceer has potential to contribute approximately $8 billion USD to Saudi Arabia’s economy by 2034.
The venture is supported by substantial infrastructure development, including the Ceer Electric Vehicle Manufacturing Complex in King Abdullah Economic City. This $5 billion USD facility began construction in 2024 and encompasses complete manufacturing capabilities alongside logistics, warehouses, testing facilities, and support infrastructure. Officials emphasize the initiative extends beyond vehicle production to encompass workforce development, knowledge transfer, and economic growth aligned with the kingdom’s broader electrification objectives.
Ceer’s emergence reflects a global trend of government-supported “domestic champion” automakers establishing EV industries in their home markets. Similar initiatives exist in Vietnam through VinFast and in Turkey through Togg, each positioning electric vehicle manufacturing as a cornerstone of national economic development and energy transition strategies.
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