Saudi Arabia gets its first car company

Ceer, a joint venture between Saudi Arabia's Public Investment Fund and Foxconn, is the kingdom's first domestic automaker. It's a key part of Vision 2030, the plan to diversify the economy away from oil.

The name means drive forward

Ceer is Arabic for 'drive forward.' The company plans to have seven new cars in its portfolio by 2030, including some hybrids, with potential expansion beyond the Gulf region if demand exists.

Radical design inspired by the Crown Prince

The Exobot sedan and SUV feature futuristic styling that looks at home in a sci-fi film. The Crown Prince told the design team to take a different path: 'If the world goes left, we go right.'

“If the world goes left, we go right.”

Falcon doors with smart glass

Both vehicles have falcon doors called Shahin Wings. The lower portions feature electrochromic glass that dims at the push of a button, improving visibility without opening the door wider than a standard car.

Heritage woven into every detail

The front and rear light bars have 32 independent elements, referencing 1932 when Saudi Arabia was established. The infotainment system is inspired by the Riyadh skyline.

48-inch dashboard and custom infotainment

A 48-inch digital instrument cluster stretches across the dashboard running custom Ceer software co-developed with Foxconn. Apple CarPlay and Android Auto will be available at launch.

Physical controls where they matter

Despite the touchscreens, Ceer includes physical buttons for climate control and volume, plus a column-mounted gear selector like a Mercedes. The company is listening to driver complaints.

Halo cooling for extreme heat

A new cooling mode creates a cool air barrier between the roof and glass to protect passengers' heads from the kingdom's extreme climate. The system is called Halo cooling.

1,111 horsepower and 2-second acceleration

The Exobot sedan hits 62 miles per hour in just over 2 seconds with 1,111 horsepower and 1,100 pound-feet of torque. The SUV does it in 2.4 seconds. A tri-motor setup with torque vectoring delivers the power.

500-kilometer range on 112-kWh battery

The launch Exobots have a 112-kilowatt-hour battery pack with over 310 miles of range for the SUV and at least 373 miles for the sedan. Real-world range should be 300 to 400 miles.

800-volt architecture and 30-minute charging

The vehicles use an 800-volt electric architecture enabling 30-minute DC fast charging to 80 percent. This matches charging speeds from the Kia EV9 and Hyundai Ioniq 9.

Steer-by-wire with a yoke steering wheel

The 800-volt system powers a steer-by-wire setup with a yoke steering wheel. The system offers sharper steering and more precise control, though the yoke itself may take getting used to.

Built for global homologation from the start

Ceer developed these vehicles to be quickly certified for global markets including Europe and possibly North America. The company integrated triple motors, torque vectoring, and air suspension better than competitors.

“Everyone has triple motors. Everyone has torque vectoring. Everyone has air suspension. What we do better than anyone else is integrate that all together to provide the best driving experience.”

35,000 jobs expected by 2034

Manufacturing will happen at a dedicated complex in King Abdullah Economic City north of Jeddah. Ceer expects to create 35,000 direct and indirect jobs by 2034, with suppliers stationed nearby.

Leadership with deep automotive experience

CEO James Deluca spent years at General Motors in manufacturing and also worked at VinFast. Much of the leadership team comes from GM, Magna Steyr, or other established automakers.

Saudi Made branding and local pride

As part of Vision 2030, Saudi Arabia encourages local manufacturing through a 'Saudi Made' branding initiative. Ceer offers Saudis a homegrown alternative to foreign brands, including Lucid.