CEER to Reveal First Electric Sedan and SUV on September 21

CEER, Saudi Arabia’s first automotive company and Original Equipment Manufacturer (OEM), announced on September 11, 2026, that the world premiere of its first flagship vehicles—an electric sedan and SUV—will take place on September 21, 2026. The announcement, released via the Saudi Press Agency (SPA), marks a pivotal moment in the Kingdom’s journey toward developing an advanced industrial sector aligned with the objectives of Saudi Vision 2030 and strengthening Saudi Arabia’s position on the global automotive map.

Context and Background

CEER was created as a joint venture between the Public Investment Fund (PIF) and Foxconn, with a mandate to ignite the automotive industry in Saudi Arabia. Since its inception in 2022, CEER has been focused on building a diverse mix of Saudi talent and global experts, growing from 20 employees to 2,300. The company is the only one in Saudi Arabia to design, engineer, source, validate, manufacture, and soon sell and service a portfolio of aspirational vehicles. This initiative reflects the Kingdom’s strategic direction toward economic diversification and industrial transformation under Vision 2030.

Key Details

CEO of CEER James DeLuca expressed his enthusiasm: “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. 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.” CEER has secured key partnerships with renowned international partners including BMW, Hyundai Transys, Rimac, Siemens, Sabelt, Isoclima, ANDRITZ Schuler, Dürr, XYG, Lear, Benteler, Fangxin, Shin Young, JVIS, as well as leading local companies including Zamil Group, Abdul Latiff Jameel Group and APICO (Balubaid Group). These partnerships are driving the target of reaching 45% local content by 2034.

Implications and Impact

CEER is positioned to be a key enabler of Saudi Arabia’s industrial transformation, creating lasting economic impact and supporting the Kingdom’s diversification ambitions under Vision 2030. The company is projected to contribute $8 billion (around SAR30 billion) to Saudi Arabia’s GDP, $21 billion (around SAR80 billion) to trade balance improvement, and create approximately 30,000 direct and indirect jobs, with 80% of direct jobs held by Saudis. CEER also supports the Saudi Green Initiative target of Net-Zero emissions in Saudi Arabia by 2060. The reveal of these flagship vehicles will showcase Saudi Arabia’s growing capabilities in advanced manufacturing and electric mobility, positioning the Kingdom as a rising player in the global automotive industry.

Vision 2030 Alignment

The launch of CEER’s first flagship vehicles embodies the core objectives of Saudi Vision 2030, which seeks to diversify the economy away from oil, foster industrial development, and create high-value jobs for Saudi citizens. By establishing a domestic automotive industry, Saudi Arabia is not only reducing its reliance on imports but also enhancing its export potential and technological expertise. CEER’s success will serve as a catalyst for further innovation and investment in the Kingdom’s industrial ecosystem, reinforcing Saudi Arabia’s role as a global leader in sustainable mobility and advanced manufacturing.

20 Questions

Q1. What did CEER announce on September 11, 2026?

A1. CEER announced the reveal date for the world premiere of its first flagship vehicles, an electric sedan and SUV, scheduled for September 21, 2026.

Q2. What is CEER?

A2. CEER is Saudi Arabia’s first automotive company and Original Equipment Manufacturer (OEM), created as a joint venture between the Public Investment Fund and Foxconn.

Q3. When was CEER established?

A3. CEER was established in 2022 with a mandate to ignite the automotive industry in Saudi Arabia.

Q4. What types of vehicles will CEER produce?

A4. CEER will produce electric vehicles, including a sedan and an SUV, designed specifically for the Saudi and regional markets.

Q5. Who is the CEO of CEER?

A5. James DeLuca is the CEO of CEER and has expressed excitement about the upcoming reveal.

Q6. How many employees does CEER have?

A6. CEER has grown from 20 employees to 2,300, comprising a diverse mix of Saudi talent and global experts.

Q7. What partnerships has CEER secured?

A7. CEER has partnered with international companies such as BMW, Hyundai Transys, Rimac, Siemens, and local firms like Zamil Group and Abdul Latiff Jameel Group.

Q8. What is CEER’s target for local content?

A8. CEER aims to reach 45% local content by 2034, supporting Saudi Arabia’s industrial localization efforts.

Q9. How much is CEER projected to contribute to Saudi GDP?

A9. CEER is projected to contribute $8 billion (around SAR30 billion) to Saudi Arabia’s GDP.

Q10. How many jobs will CEER create?

A10. CEER is expected to create approximately 30,000 direct and indirect jobs, with 80% of direct jobs held by Saudis.

Q11. What is CEER’s contribution to trade balance improvement?

A11. CEER is projected to contribute $21 billion (around SAR80 billion) to trade balance improvement.

Q12. How does CEER support the Saudi Green Initiative?

A12. CEER supports the Saudi Green Initiative target of achieving Net-Zero emissions in Saudi Arabia by 2060 through electric vehicle production.

Q13. Where is CEER’s manufacturing facility located?

A13. CEER’s manufacturing facility is described as one of the most advanced in the world, built in record time in Saudi Arabia.

Q14. What makes CEER unique in Saudi Arabia?

A14. CEER is the only company in Saudi Arabia to design, engineer, source, validate, manufacture, and soon sell and service a portfolio of aspirational vehicles.

Q15. What is the significance of the September 21 reveal?

A15. The reveal marks a historic moment for Saudi Arabia, showcasing the Kingdom’s capabilities in advanced manufacturing and electric mobility.

Q16. How does CEER align with Saudi Vision 2030?

A16. CEER supports economic diversification, industrial development, and job creation, aligning with Vision 2030’s goals.

Q17. What role does the Public Investment Fund play in CEER?

A17. The Public Investment Fund is a joint venture partner in CEER, supporting its establishment and growth.

Q18. What is Foxconn’s involvement in CEER?

A18. Foxconn is a joint venture partner with the Public Investment Fund in CEER, contributing to its technological and manufacturing expertise.

Q19. How will CEER impact the regional automotive market?

A19. CEER will position Saudi Arabia as a key player in the regional automotive market, offering electric vehicles tailored to local needs.

Q20. What can we expect from CEER in the future?

A20. CEER is expected to continue innovating and expanding its vehicle portfolio, contributing to Saudi Arabia’s industrial transformation and global automotive presence.

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