Key facts
- Saudi startup Ceer unveiled its first two fully electric vehicle models, the Exobot sedan and SUV.
- The vehicles feature "gullwing" doors and a pillarless design between the front and rear seats.
- Ceer plans to launch five additional models by 2030.
- Sales in Saudi Arabia are expected to begin in early 2027.
- Ceer is a joint venture between Saudi Arabia's Public Investment Fund and Taiwanese manufacturer Foxconn.
- BMW provided engineering support for the Exobots.
Saudi startup Ceer has unveiled its first two fully electric vehicle models, the Exobot sedan and SUV, as part of a broader ambition to establish a regional automotive powerhouse and diversify the kingdom's economy away from oil dependence. The company, a joint venture between Saudi Arabia's sovereign wealth fund, the Public Investment Fund (PIF), and Taiwanese electronics manufacturer Foxconn, aims to launch five more models by 2030.
The Exobot models, featuring distinctive "gullwing" doors and a pillarless design, are slated to go on sale in Saudi Arabia in early 2027. Ceer CEO Jim DeLuca stated the company's goal is to showcase Saudi Arabia's manufacturing capabilities.
Ceer's entry into the automotive market occurs during a period of significant disruption, with Chinese automakers challenging established players and leading in EV development. Despite backing from Saudi Arabia's oil wealth, Ceer faces challenges that have hindered previous local car production efforts, including high labor costs and a lack of local suppliers, as experienced by Jaguar Land Rover and Toyota in past ventures.
To overcome these hurdles, Ceer is leveraging global partnerships, with Foxconn providing electrical architecture and BMW contributing engineering expertise. The company is also fostering a local supply network, with several international automotive suppliers establishing factories in Saudi Arabia, incentivized by the government. Initially focused on EVs, Ceer plans to expand its lineup to include plug-in hybrids and combustion-engine models to adapt to market demand. The company intends a methodical global expansion, starting with surrounding markets in 2028.