Ceer debuts in Saudi Arabia: the new brand goes all in on EVs

Saudi Arabia has entered the auto industry with Ceer, its first homegrown car brand. The company, owned by the sovereign wealth fund PIF, has a clear goal: build electric vehicles and attract industrial investment into the country.

Ceer will develop models for both local and global markets, focusing on modern styling and technology shared with international partners. For Riyadh, it is a key part of a wider plan to cut reliance on oil and create new manufacturing jobs.