Saudi Arabia's First Car Brand Launches With Wild Futuristic Designs

Saudi Arabia has launched its first national car brand, CEER, unveiling two radically styled electric models called Exobot as the company prepares to design, engineer and build vehicles inside the kingdom. Backed by the Public Investment Fund (PIF) and positioned as "Saudi Arabia’s national automotive company," CEER revealed a wedge-shaped sedan and SUV that share dramatic top-hinged doors, expansive transparent door panels and what the company calls "the largest windshield ever produced."

"Saudi Arabia’s national automotive company," the brand declared as it outlined a fast-moving product roadmap and deep strategic partnerships, signaling ambitions that go beyond a single concept or boutique startup.

The two Exobot variants push aggressive performance and unconventional packaging. CEER says the Exobot lineup can deliver up to 1,111 horsepower, with the sedan sprinting from 0–62 mph in 2.1 seconds and the SUV in 2.4 seconds. A launch configuration will offer 850 hp and a 112‑kWh battery promising up to 415 miles of range. The vehicles tilt their windshield back to just 15 degrees, creating large glass surfaces that CEER emphasised would be paired with robust climate systems for desert use.

Design and technology highlights

• Exterior: Futuristic wedge profile with top-hinged doors described as inspired by a falcon, and long transparent door panels.
• Glazing: CEER calls the windshield "the largest windshield ever produced" and notes the heavily raked glazing contributes to the cars' cinematic look.
• Thermal management: A feature dubbed Halo Cooling claims to reduce cabin temperature from 150 degrees to "just" 90 in 10 minutes.
• Driving systems: Steer-by-wire with 160 degrees of input and rear-wheel steering are included in the revealed specification.
• Performance: Up to 1,111 hp; launch model with 850 hp and a 112‑kWh battery for up to 415 miles; 0–62 mph in 2.1s (sedan) and 2.4s (SUV).

CEER is not entering the market alone. The PIF has partnered with Foxconn as a manufacturing and electronics collaborator, and CEER has announced supply agreements with Rimac and Hyundai Transys for electric drive systems. The automaker is led by CEO James DeLuca, who was VinFast’s first CEO and previously ran manufacturing at General Motors. The PIF already holds more than a 50% stake in Lucid Motors and has invested billions into that company, demonstrating the fund’s recent appetite for automotive ventures.

The company outlined an ambitious product cadence: seven new models planned over the next five years, spanning compact and midsize segments in addition to the Exobot sedan and SUV. CEER says future models will include other powertrains, though it has not provided details on those drivetrains or on pricing and exact production timelines.

Automotive history is crowded with bold debuts and unfulfilled promises, but CEER’s combination of state backing, industry partnerships and a named automotive executive give it resources many startups lack. The coming months will be watched for production plans, factory timelines and more granular technical data as CEER moves from dramatic reveal imagery to the practical challenges of bringing a fully Saudi-built vehicle to market.