Saudi Arabia-based Ceer unveils Exobot electric sedan and SUV models
Saudi Arabia-based startup Ceer unveiled its Exobot electric sedan and SUV models. The company aims to add five more vehicles by 2030, following the models planned to go on sale in Saudi Arabia in 2027.
Murat İKİLİK··2 min read
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Saudi Arabia-based automotive startup Ceer unveiled two electric vehicle models on Monday under the name Exobot. According to the company's statement, the sedan and SUV models, which feature unusually sharp lines, are planned to go on sale in Saudi Arabia starting in 2027. Ceer aims to add five more models by 2030.
Saudi Arabia's economy has long been associated with oil production and reserves; automotive manufacturing, especially electric vehicle production, is not a known strength of the country. For this reason, the unveiling of the Exobot models is seen as a notable step in the industry.
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Design and production plans
According to Ceer, both models stand out with gullwing doors and sharp, wedge-shaped body lines. The company states that this design language is intended to attract attention.
The design of the models was carried out by Rob Melville, who previously served as design director at McLaren. According to Autocar, the final decision on the design was made by Saudi Crown Prince Mohammed bin Salman.
Joint venture structure and leadership
Ceer was established as a joint venture between Saudi Arabia's PIF sovereign wealth fund and Taiwan's Foxconn, known for iPhone manufacturing. According to the company's statement, the venture will be financed by the kingdom's oil revenues but aims to develop an electric-powered vehicle line.
Ceer CEO Jim DeLuca said in a statement to Reuters, "We wanted the world to see what Saudi Arabia can do." Before joining Ceer, DeLuca worked at General Motors for 37 years and served as vice president in charge of global manufacturing.
Product strategy and industry challenges
Ceer is diversifying its vehicle lineup. According to the company, the first models will be electric; subsequent vehicles may include hybrid and internal combustion engine options depending on market demand.
Saudi Arabia's automotive projects have had a mixed record in the past. Plans to establish a Jaguar-Land Rover factory in the country more than a decade ago fell through; Toyota declined a deal with the Saudis in 2019. PIF currently holds a controlling stake in US-based Lucid Motors, which is building a production facility in King Abdullah Economic City.
Building an automaker from scratch is seen as a challenging process. Startups such as Fisker, Lordstown and Arrival went bankrupt; despite PIF backing, Lucid is also experiencing difficulties. Whether Ceer can reverse this trend remains uncertain.
