Ceer, a Saudi Arabian automotive startup, introduced two highly unconventional electric vehicles that represent the kingdom’s entry into the EV market. The announcement came as a notable shift for a nation historically centered on petroleum production. The two models—a sedan and SUV—feature extreme angular designs with wedge-shaped profiles and gullwing doors that draw inspiration from science fiction aesthetics and contemporary futuristic automotive design.
The sedan model exhibits low-slung proportions with a steeply angled windshield, complemented by a full-width LED light bar beneath a sharp nose. The SUV presents a blocky, high-ground-clearance design with aggressive angles and a flat roofline described as having tactical characteristics. Both vehicles were designed by Rob Melville, former design director at McLaren, though Saudi Crown Prince Mohammed bin Salman maintained final approval authority over the designs. The manufacturer plans to introduce both vehicles to the Saudi Arabian market starting in 2027, with an expansion to five additional models targeted for completion by 2030.
Ceer operates as a joint venture between Saudi Arabia’s Public Investment Fund and Foxconn, the Taiwanese company prominent in electronics manufacturing. The venture aims to leverage the kingdom’s oil wealth to establish an electric vehicle manufacturer while capitalizing on global automotive market shifts driven by Chinese EV expansion in multiple regions. The company recruited Jim DeLuca, former General Motors executive vice president for global manufacturing, to serve as CEO, indicating an effort to combine regional resources with international automotive expertise.
Saudi Arabia’s automotive ambitions have produced mixed results historically, with previous ventures including unsuccessful factory proposals. The Public Investment Fund currently holds a controlling stake in Lucid Motors, which is constructing a manufacturing facility within the kingdom. Ceer plans to diversify its future lineup beyond electric vehicles, incorporating hybrid and combustion-engine options based on market demand. The startup enters a competitive landscape where other emerging automakers have faced significant challenges, though backing from substantial sovereign wealth may provide advantages in sustaining operations during development phases.
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