Saudi Arabia’s Ceer unveils its first electric cars ahead of 2027 sales

Ceer, the Saudi electric vehicle company, has unveiled its first two cars, a significant step in the kingdom’s effort to develop a domestic motor industry.

The company showed a luxury saloon and a sport utility vehicle under the Exobot name, with sales due to begin in early 2027, according to Reuters.

Ceer is a joint venture between Saudi Arabia’s Public Investment Fund and Foxconn, and the company also works with a network of automotive suppliers and international technology partners.

A successful Saudi manufacturer would change the competitive structure of the regional market, creating a locally built alternative in segments dominated by imports.

The significance of these first two models is that Saudi Arabia has spent years trying to move beyond its position as primarily an import market. Ceer is intended to anchor a wider domestic ecosystem covering vehicle assembly, suppliers, engineering and technology.

According to Reuters, the company plans five further models by 2030. It is also taking a broader approach to drivetrains than its origins as an electric brand might suggest: its plans include electric cars, plug-in hybrids and combustion models, in response to customer demand.

Ceer’s first two cars use striking design elements including gullwing doors and pillarless bodies. But the more important test will come in production, pricing and customer support.

Start-ups in the motor industry face hard challenges even with substantial funding. Build quality, supplier coordination, software reliability, distribution, servicing and resale values all take time to establish.

Ceer has said it intends to expand cautiously into regional markets from 2028, suggesting its initial focus will remain on building volume and credibility inside Saudi Arabia before a wider Gulf expansion.

For the Gulf buyer, the project may become significant because a successful Saudi manufacturer would change the competitive structure of the regional market, creating a locally built alternative in segments today dominated by Japanese, Korean, European, American and Chinese imports.

Gulf Auto will track production milestones, final specifications, prices and the dealer or direct-sales model as Ceer approaches its planned commercial launch in 2027.