Saudi Electric Vehicle Brand Ceer Unveils First Two Models Under Vision 2030
Saudi Arabia's first electric vehicle brand, Ceer, has unveiled its initial two models under the Exobot series, marking a major milestone in Crown Prince Mohammed bin Salman's Vision 2030 economic diversification strategy.
Saudi Arabia has taken a significant step forward in developing its domestic manufacturing industry with the official launch of the nation's first electric vehicle brand, Ceer. Founded in 2022 as a joint venture between the Saudi Public Investment Fund (PIF) and Taiwanese technology giant Foxconn, Ceer unveiled its first two models on September 21: a sedan and an SUV. Both vehicles fall under the Exobot series, with five additional models scheduled for release over the next five years.
The launch marks a crucial milestone in Crown Prince Mohammed bin Salman's Vision 2030, which aims to diversify the national economy away from oil dependency and foster advanced industries. Speaking at the launch event, Mohammed bin Salman emphasized that the venture is designed to establish the Kingdom as a leading regional and global hub for the automotive sector.
Production Facility and Economic Impact
The vehicles are slated for production at Ceer's industrial complex within the King Salman Car Industry Complex in King Abdullah Economic City, north of Jeddah. Initial investment in the facility stands at approximately $1.3 billion, with a target production capacity of 240,000 vehicles per year once fully operational. Industry estimates project that the automotive sector will contribute more than $8 billion to Saudi Arabia's GDP by 2034, while creating approximately 30,000 direct and indirect jobs and improving the trade balance by about $21 billion.
Engineering and Technological Partnerships
Ceer's vehicles are specifically tailored to the regional climate, featuring specialized glass designed to minimize heat ingress. James DeLuca, CEO of Ceer and a veteran with over four decades of automotive industry experience, noted during the launch that the vehicles were engineered specifically for the local environment and people. While branded as a Saudi product, the manufacturing relies on international partnerships, utilizing motors produced by Rimac and Hyundai Transys.
Market Rollout and Future Outlook
On October 8, Ceer opened its first mobile showroom in Diriyah, near Riyadh, allowing the public to view the models and place pre-orders. According to Chief Commercial Officer Louay Al-Shurafa, vehicle pricing starts at 399,000 Saudi riyals (approximately $106,000), which includes a six-year or 200,000-kilometer warranty and maintenance package, alongside an eight-year battery warranty. Deliveries are expected to commence in March 2027, with plans to open eight additional showrooms across four Saudi cities by the end of the year as the company prepares to scale its operations across the Middle East and North Africa.
