KING ABDULLAH ECONOMIC CITY, Saudi Arabia—It may come as a surprise to some, but Saudi Arabia has never had a domestic automaker. That changes with Ceer. A joint venture between the country’s Public Investment Fund and Foxconn, it’s the Kingdom’s first home-grown automaker and a significant part of Saudi Arabia’s Vision 2030 plan to diversify its economy away from oil production and bring technological innovation locally by the end of the decade.
Ceer in Arabic means to “drive forward,” and this forward-looking approach applies to the vehicle lineup. The flagship vehicles you see here—the Exobot sedan and SUV—are demonstrations of what the company is capable of and the vision it sees for future vehicles in the portfolio.
It plans to have seven new cars in its portfolio by 2030—some of which will be hybrids—and while that doesn’t currently include sales outside the GCC (Gulf Cooperation Council) region, Ceer says it’s building a competitive, world-class product and that if the demand is there, expansion is possible.
