Saudi startup Ceer unveiled its first two fully electric models on Monday, with plans to introduce five additional vehicles by 2030 as part of the kingdom's push to establish a viable automotive industry and reduce its reliance on oil. The futuristic high-end models, including a sedan and an SUV, will be branded under the name "Exobot" and are scheduled to hit the Saudi market in early 2027. The designs evoke vehicles from the sci-fi thriller "Tron," and both feature upward-opening gull-wing doors.
Ceer CEO Jim DeLuca said the company has also eliminated the traditional pillar between the front and rear seats, relying instead on high-strength materials to provide structural support. Ceer is a joint venture between Saudi Arabia's sovereign wealth fund, the Public Investment Fund, and Foxconn, backed by substantial resources from Saudi oil wealth. However, the company still faces significant hurdles, including obstacles encountered in previous Saudi efforts to diversify into local car manufacturing, as well as logistics and inflation challenges stemming from US-Israeli conflicts involving Iran.
Saudi Arabia has attempted to build an automotive sector before, such as a plan over a decade ago to establish a Jaguar Land Rover plant in the kingdom, which was ultimately shelved. This time, Ceer is adopting a broader strategy, relying on global partners and an expanding local network for component supply. Foxconn provides the electrical architecture for the Exobot models, while German luxury automaker BMW supplies engineering support. DeLuca noted that although the company initially positioned itself as a pure electric vehicle maker, its full lineup will include plug-in hybrids and internal combustion engine models to adapt to shifting market demand.
Following Monday's EV reveal, Ceer plans to launch five mainstream models between 2028 and 2030. According to DeLuca, these upcoming mainstream vehicles will be engineered to meet all global regulatory standards, enabling sales in markets worldwide. The company aims for steady expansion, entering neighboring markets in 2028 before extending its reach across the broader Middle East and North Africa region.
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