Ceer: Saudi Arabia launches car firm with wild electric SUV

Ceer, Saudi Arabia’s first car maker and a PIF-backed joint venture with Foxconn, has unveiled two radical EVs as it kicks off its push to diversify the kingdom’s economy under Vision 2030. Founded in 2022, Ceer plans to build seven vehicles and potentially sell them globally by 2030. The company opened a factory in King Abdullah Economic City on the country’s west coast, joining Lucid and suppliers such as Hyundai Transys in the regional automotive hub. Ceer’s launch models are luxury, high-performance E-segment flagships called Exobot—both an SUV and a saloon—featuring wedge styling, a large glass roof, 32-element light bars inspired by 1932, and gullwing-style doors with no B-pillars. Tech highlights include steer-by-wire, “halo cooling,” excitors instead of speakers, and a silver-finished windshield coating to reflect heat. Prototype work is mostly complete; series production starts January 2027 with deliveries set for March.