Saudi Arabia’s first automotive company and original equipment manufacturer, Ceer, will unveil its first flagship electric sedan and SUV on September 21. The launch marks a major step in the Kingdom’s efforts to establish a domestic electric-vehicle manufacturing industry under Vision 2030.
Key Overview
- Ceer will unveil its first electric sedan and SUV on September 21.
- The company was established in 2022 as a joint venture between Saudi Arabia’s Public Investment Fund (PIF) and Foxconn.
- Ceer has grown its workforce from 20 to 2,300 employees.
- The company is targeting 45% local content by 2034.
- Vehicle production at King Abdullah Economic City remains scheduled to begin in Q4 2026.
- Ceer is expected to contribute around SR30 billion ($8 billion) to Saudi Arabia’s GDP and create about 30,000 jobs.
Ceer Moves Toward First Electric Vehicle Reveal
Saudi Arabia’s first automotive company and original equipment manufacturer, Ceer, is set to unveil its first flagship electric vehicles on September 21, comprising a sedan and an SUV.
The reveal represents a major milestone in Saudi Arabia’s efforts to establish a domestic automotive industry and develop an electric-vehicle ecosystem under Vision 2030. The Kingdom is accelerating efforts to develop advanced manufacturing capabilities, support economic diversification and strengthen its position in the global automotive industry.
Established in 2022, Ceer is now moving from vehicle development toward the unveiling of its first models as Saudi Arabia seeks to establish itself as a regional hub for electric-vehicle manufacturing.
James DeLuca, CEO of Ceer, said: “At the beginning of this year, we said that 2026 is the year of Ceer. I am happy to announce that we’ve set the date for the reveal of our first flagship vehicles.”
He added: “The world is about to witness a historic moment, the result of an incredible journey from initial design and intensive engineering to the buildup of one of the most advanced manufacturing facilities in the world, in record time.”
Saudi Arabia’s EV Manufacturing Push
The Public Investment Fund (PIF) is driving Saudi Arabia’s electric-vehicle ambitions through investments in companies including Ceer and Lucid, while supporting a wider ecosystem covering manufacturing, infrastructure, technology and supply chains.
Ceer was established as a joint venture between PIF and Foxconn to develop Saudi Arabia’s automotive industry. The company is responsible for designing, engineering, sourcing, validating and manufacturing vehicles, with plans to sell and service them in the near future.
The company is building its manufacturing base at King Abdullah Economic City, with vehicle production still scheduled to begin in the fourth quarter of 2026.
The September 21 reveal is therefore an important transition from the development of an industrial project to the introduction of a customer-facing electric vehicle brand.
Ceer Builds International Automotive Partnerships
Ceer has secured partnerships with a range of international companies, including BMW, Hyundai Transys, Rimac, Siemens, Sabelt, Isoclima, ANDRITZ Schuler, Dürr, and XYG.
These relationships provide access to automotive technology, components, engineering expertise and manufacturing systems while supporting knowledge transfer and local industrial capacity.
The company is also developing an advanced manufacturing complex and combining international automotive specialists with Saudi talent. This approach is intended to support the development of a complete domestic automotive ecosystem rather than limiting the project to vehicle assembly.
Ceer is targeting 45% local content by 2034, with plans to increase local sourcing over time and have 45% of vehicle materials and components sourced from Saudi companies.
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Workforce Expands to 2,300 Employees
Since its establishment, Ceer has expanded its workforce from just 20 employees to 2,300 employees, bringing together Saudi talent and global automotive experts.
The company’s development is intended to support a wider industrial base, including suppliers and specialized technical skills, while increasing local participation in the automotive sector.
Ceer is expected to contribute approximately SR30 billion ($8 billion) to Saudi Arabia’s gross domestic product and improve the country’s trade balance by SR80 billion.
The project is also expected to create about 30,000 jobs, with Saudis accounting for 80% of direct employment.
Electric Vehicles Tailored to Regional Needs
Ceer is developing vehicles tailored to the needs of Saudi Arabia and the wider region.
The September 21 event is expected to provide more information about the company’s first sedan and SUV. Key vehicle details such as price, battery size, driving range, charging speed, performance and warranty coverage will be important factors for buyers as the new models enter the Saudi electric-vehicle market.
The company has also said its vehicles are being developed with regional conditions in mind, which could be significant for electric vehicles operating in an environment where heat, long-distance driving and heavy air-conditioning use can affect performance.
Supporting Saudi Arabia’s Green Transition
Ceer’s development is also linked to Saudi Arabia’s broader sustainability ambitions. The company supports the Saudi Green Initiative’s target of achieving net-zero emissions in the Kingdom by 2060.
By developing domestic electric-vehicle manufacturing capabilities, the project forms part of the Kingdom’s wider effort to establish an EV ecosystem spanning vehicles, manufacturing, technology, infrastructure and supply chains.
Outlook
The September 21 unveiling marks a significant step for Ceer as the company moves from vehicle development toward becoming a customer-facing electric vehicle brand. With production still scheduled to begin in the fourth quarter of 2026, the sedan and SUV will represent the first flagship models in Saudi Arabia’s effort to build a domestic automotive industry.
Ceer’s workforce expansion, international partnerships and 45% local-content target by 2034 also reflect the broader scale of the project. With projected contributions of around SR30 billion to GDP and approximately 30,000 jobs, the company is positioned as a major component of Saudi Arabia’s automotive and electric-mobility ambitions.
FAQs
1. When will Ceer unveil its first electric vehicles?
Ceer is scheduled to unveil its first flagship electric sedan and SUV on September 21.
2. Who owns Ceer?
Ceer was established as a joint venture between Saudi Arabia’s Public Investment Fund and Foxconn.
3. When will Ceer begin vehicle production?
Vehicle production at Ceer’s manufacturing base in King Abdullah Economic City remains scheduled to begin in the fourth quarter of 2026.
4. How much is Ceer expected to contribute to Saudi Arabia’s economy?
Ceer is expected to contribute around SR30 billion ($8 billion) to Saudi Arabia’s GDP, improve the trade balance by SR80 billion and create about 30,000 jobs.
Sources: Arab News, Electric Vehicle Talks, Zawya, ArabWheels
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