Saudi's Ceer unveils first EVs in bid to build regional auto powerhouse

Ceer unveiled its first two fully electric vehicles on Monday — the Exobot sedan and SUV — and confirmed plans to roll out five additional models by 2030 as part of a broader push to establish a domestic auto industry in Saudi Arabia. The futuristic Exobot pair, which feature upward-opening "gullwing" doors and a pillarless cabin supported by high-strength materials, are slated to begin sales in Saudi Arabia in early 2027 from the company's manufacturing complex in King Abdullah Economic City.

"We wanted to make sure the world could see what Saudi Arabia is capable of," Ceer CEO Jim DeLuca said at the launch, underscoring the company's ambition to showcase a credible local manufacturing capability.

Product and engineering details

Ceer's two revealed models — collectively branded Exobot — are presented as premium electric vehicles with distinctive sci-fi styling. The cars' pillarless design replaces the conventional B-pillar with reinforced structural materials, a choice DeLuca highlighted as a deliberate engineering decision tied to the brand's futuristic aesthetic.

The venture combines substantial state and private industrial backing. Ceer is a joint venture between the country's sovereign wealth fund, the Public Investment Fund, and Taiwanese contract electronics manufacturer Foxconn. Foxconn supplied the vehicles' electrical architecture, while German premium automaker BMW provided engineering support. Top-tier automotive suppliers have also established local production facilities, encouraged by Saudi incentives, including Lear (U.S.), Shin Young (South Korea), Benteler (Germany) and Fangxin (China).

Context and strategy

Launched originally as a pure EV maker, Ceer has signalled a broader product strategy: alongside premium EVs, its full lineup will include plug-in hybrids and internal combustion models to respond to shifting market demand. After the Exobot debut, the company plans to introduce five mainstream models between 2028 and 2030 designed to meet global regulatory requirements so they can be sold internationally.

DeLuca emphasised a cautious expansion approach. "We want to make sure we move very methodically," he said. "It only takes one mistake and you can kill a startup." His caution reflects a difficult market backdrop: several recent EV startups — Fisker, Arrival and Lordstown among them — have failed in the last few years. VinFast, the Vietnamese EV maker where DeLuca previously served as CEO, is undergoing restructuring after rapid global expansion and heavy spending.

Outlook and regional ambitions

Ceer aims to expand beyond Saudi Arabia in stages: the company plans to enter surrounding markets in 2028 and to continue expansion across the Middle East and North Africa through 2034. The stated objective is to build a viable regional automotive industry that reduces reliance on oil revenue by fostering local manufacturing, supplier networks and export-capable models.

• Sales start: early 2027 in Saudi Arabia
• Additional models: five mainstream vehicles planned for 2028–2030
• Partners: Public Investment Fund, Foxconn, BMW; suppliers Lear, Shin Young, Benteler, Fangxin
• Regional expansion: surrounding markets in 2028, wider MENA through 2034

Ceer's unveiling marks a high-profile attempt to establish Saudi-based auto manufacturing while navigating a turbulent global automotive landscape dominated by Chinese competition and the mixed fortunes of recent EV startups.