Saudi Arabia is developing its own electric vehicle industry, with Ceer at the centre of those plans. Launched in 2022, Ceer is the country’s first home-grown electric vehicle brand and is a joint venture between Saudi Arabia’s Public Investment Fund (PIF) and Hon Hai Precision Industry Co., better known as Foxconn.
Ceer plans to design, manufacture and sell electric vehicles primarily for customers in Saudi Arabia and the wider Middle East and North Africa (MENA) region. Its first vehicles are expected to include both saloons and SUVs.
When Ceer was first announced, production was expected to begin in 2025. That timetable has since moved, with vehicle production now planned to begin in Q4 2026. The development shows both the scale of Saudi Arabia’s automotive ambitions and how quickly plans can change when establishing an entirely new car manufacturer.
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New electric car brand, Ceer
Ceer combines backing from Saudi Arabia’s Public Investment Fund with Foxconn’s technology and manufacturing expertise. The company has also licensed component technology from BMW for use in the development of its vehicles.
Ceer’s manufacturing complex is being developed at King Abdullah Economic City in Saudi Arabia. The company’s latest timetable plans for vehicle production to begin in Q4 2026, replacing the earlier expectation that production would start in 2025.
Ceer says its vehicles will incorporate technologies including advanced infotainment, connectivity and driver-assistance systems. As the company’s first production vehicles have yet to reach customers, the exact technology and specifications offered across the eventual model range will become clearer as individual models are officially revealed.
The company also forms part of Saudi Arabia’s wider Vision 2030 strategy, which aims to diversify the country’s economy beyond oil and invest in more sustainable industries.
As electric vehicles continue to grow in popularity worldwide, Ceer’s arrival reflects the increasing global shift towards lower-emission transport and cleaner mobility solutions.
If you’re interested in how established manufacturers are expanding their electric vehicle line-ups, take a look at Jaguar Land Rover’s new EV strategy.
Who owns Ceer?
Ceer officially launched in 2022 and has assembled an experienced leadership team from across the automotive industry.
Former General Motors executive James DeLuca has been appointed Chief Executive Officer, while former McLaren design director Rob Melville leads the company’s design team.
The Public Investment Fund is the majority owner of Ceer, while Foxconn provides manufacturing expertise and technical support throughout the development process.
What cars will Ceer make?
Ceer plans to produce a range of electric vehicles designed specifically for drivers in Saudi Arabia and the wider Middle East.
The company has indicated that its range will include both saloons and SUVs, although detailed specifications and final production models are still being revealed as Ceer moves towards manufacturing.
Developing vehicles specifically for the region could give Ceer an opportunity to tailor its cars to local driving conditions, customer expectations and climate requirements rather than simply adapting vehicles originally designed for other markets.
For drivers trying to understand the different technologies appearing across the market, our guide to hybrid cars explains the differences between mild hybrids, full hybrids and plug-in hybrids.
Could Ceer cars eventually come to the UK?
Ceer’s immediate focus remains Saudi Arabia and the wider MENA region, and the company has not announced plans to sell its vehicles in the UK.
That could change in the longer term, but for now any suggestion of a UK launch would be speculation. The more important development is whether Ceer can successfully move from an ambitious new automotive project into full-scale vehicle production and establish its first models in its home region.
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