From Development to Debut: ‘Ceer’ Prepares First EV Launch

The automotive sector in Saudi Arabia is undergoing a major transformation with the upcoming launch of the Kingdom’s first electric vehicles, set for release on September 21. This marks a pivotal moment for the “Ceer” project, shifting from development and confidential phases to a public unveiling, reflecting a broader transition towards electric mobility in the region.

Saudi company “Ceer” announced the launch of its first electric models on September 21, revealing two different categories: a modern sedan and an SUV. This launch date is strategically timed just days before Saudi Arabia’s 96th National Day on September 23, 2026, highlighting the event as a significant national achievement.

This milestone marks a significant advancement in Saudi Arabia’s Vision 2030 initiative, focused on developing advanced industries and diversifying the economy. For the first time, the public will have an opportunity to see the vehicles, including their exterior design, cabin features, and the technologies utilised, alongside a comparison of performance and functionality between the sedan and the SUV.

Ceer: Built from the Ground Up

Ceer, founded in 2022, has made significant strides primarily due to its collaboration with the Public Investment Fund (PIF) and Foxconn. Its mission transcends simple vehicle production, encompassing design, engineering, testing, manufacturing, sales, and after-sales services within the Kingdom.

The company Ceer has experienced significant expansion, growing its workforce from about 20 employees to approximately 2,300 within a few years. It has established partnerships with both global firms like BMW, Hyundai Transys, Rimac, and Siemens, as well as collaborations with local Saudi entities including Zamil Group, Abdul Latif Jameel Group, and APICO, part of the Balubaid Group.

These partnerships seek to establish a local supply chain for the electric vehicle industry, with Ceer aiming for a local content increase of 45 per cent by 2034. Economically, the company contributes around SAR 30 billion (approximately $8 billion) to the Kingdom’s GDP and enhances the trade balance by about SAR 80 billion ($21.3 billion). Additionally, it creates nearly 30,000 direct and indirect jobs, intending to have 80 per cent of these direct positions occupied by Saudi nationals.

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Two New EVs Embodying Saudi Heritage

At the launch of the new vehicles, significant attention will focus on “Ceer,” which is introducing models in both the sedan and SUV segments. The company intends to provide an electric driving experience enhanced by cutting-edge electric systems, intelligent software solutions, and driver-assistance technologies. Additionally, the interior design of the vehicles is crafted to embody the brand’s innovative vision.

Ceer’s project primarily aims to merge global expertise with local identity, utilising international partnerships while preserving a distinct Saudi essence in vehicle design and development. On September 21, 2025, coinciding with Saudi Arabia’s 95th National Day, the company launched its new brand identity, which includes a bilingual logo (in Arabic and English) inspired by its vehicle designs.

The name “Ceer” reflects themes of movement and progress in its modern visual identity, using a colour palette inspired by the Kingdom. A notable design element of “Ceer” vehicles is the display of 32 light strips, symbolising the company’s core values and the Kingdom’s journey since its unification in 1932.

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Key September 21 Expectations

Excitement and intrigue are building around the upcoming display of electric cars, where the public will have the chance to closely examine various aspects, including electric driving, charging systems, integrated technologies, and each vehicle’s performance and functionality.

James DeLuca, CEO of the company, emphasises that 2026 is a pivotal year for their launch, marking the culmination of extensive design, development, and engineering phases, alongside the construction of their manufacturing facility.

The company’s initiatives align with Saudi Arabia’s movement towards sustainable transportation and emission reductions, contributing to the objectives of the “Saudi Green Initiative,” which aims for carbon neutrality by 2060.

In short, the significance of the project to launch Saudi electric cars is highlighted by the transition of the initiative from the development stage to the display stage. This marks the emergence of a Saudi brand set to compete in the electric car market, aligning with the Kingdom’s ambitions in this sector.

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