// ARS TECHNICA — MODA & SOCIETÀ
Saudi Arabia wants a car industry, launches Ceer with two EVs
The new carmaker is a joint venture between the Saudi PIF and Foxconn.
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.
A flagship shouldn’t be boring, and Ceer met that brief. Both SUV and sedan would look at home in Westworld. The SUV had something familiar about it, and Ars auto editor Jonathan Gitlin said it reminded him of the Isuzu VehiCross. Maybe this is a modern-day interpretation of that vehicle? After seeing the SUV in person, I can tell you I can’t unsee that reference.
Both vehicles have falcon doors, called a Shahin Wing here, to get in and out of the vehicle. The doors add to the drama befitting a flagship for a startup automaker and will certainly draw attention out on Saudi roads. The doors don’t open wider than a standard car door, so it shouldn’t be much of a challenge in a tight parking lot. As long as the roof isn’t too low, presumably.
Not having a B-pillar makes access to the second row much easier, but I’d be surprised if those doors appear on any of the future cars the company is planning to build. The region’s extreme climate will certainly put the engineering of the doors to the test.
One unique feature of the doors is built into the glass. The lower portions of the door feature electrochromatic glass that can be dimmed at the press of a button. Especially useful in the SUV: If the driver needs more side visibility, the lower part of the door becomes clear at the push of a button.
During the reveal presentation, Ceer CEO James Deluca mentioned that during an early briefing on design, the Crown Prince inspired the team to look at what is already out there and take a different path. “If the world goes left, we go right,” he quoted the Crown Prince as saying.
Other design details call out Ceer’s national heritage. Both models have 32 independent elements in the front and rear light bar. Thirty-two, because 1932 was the year the Kingdom of Saudi Arabia was established.