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If you thought the Tesla Cybertruck was controversial, new Saudi Arabian automaker Ceer is about to knock your socks off.
Electric Cars
You probably haven’t heard of Ceer Motors, and you definitely won't have seen anything like their upcoming debut model.
Ceer Motors claims ‘the future is shaped by the fearless’ and the disguised design of the brand’s first SUV indicates the brand intends on making a bold introduction to the automotive landscape.
For now, little more than an outrageous design and an all-electric powertrain is known about the Ceer SUV.
The distinct wedge shape has an angular front end, shallow angled windscreen and almost unbroken profile into the rising roof line.
Given the extreme hot weather temperatures of the Saudi market, Ceer is tipped to feature heat-combating tech of some description, to prevent the interior from becoming unbearable underneath what is claimed to be the world’s largest windscreen.
The rear is a sharp cut, with an angular schism between the tailgate and bumper.
Ceer hasn’t discussed its design inspiration, but 60s and 70s concept cars appear to have informed the design, like the Lancia Stratos HF Zero's soaring windscreen, and the dual-pane door glass of the Lamborghini Marzal.
Bucking the trend of Chinese brands, which usually pitch a volume-selling medium SUV as their debut model, the Ceer SUV will be a two-door coupe-style vehicle.
The raised suspension and high-clearance bodywork suggest that Ceer is going after a high-performance off-road adventure focus to make a strong first impression.
Ceer’s website indicates that, rather than overcome the hurdles of series production on its own, Foxconn – a Taiwanese contract manufacturer that builds cars under its own Foxtron brand, and will soon build an electric SUV for Mitsubishi – is involved.
Ceer Motors is funded by Saudi Arabia’s Public Investment Fund, which has investments in a range of Saudi and international business including American EV maker, Lucid Motors, Neom (builder of The Line linear city), and a number of banking, real estate, and construction companies.
The Ceer name is derived from the Arabic word سير, which means to advance, proceed, or move forward.
The brand has also announced separate powertrain supply agreements with Hyundai and Rimac, with the suggestion that ‘mainstream’ models may feature Hyundai tech, while performance models could draw from the Rimac catalogue.
Despite originally being slated for a 2025 launch, Ceer missed its target date, with a production site still under construction in King Abdullah Economic City, Saudi Arabia.
Ceer is still short on details about the performance or range targets of its as-yet unnamed debut model.
The Ceer Motors brand will launch initially in Saudi Arabia, with plans to expand across the Middle East and North Africa region with a range of SUVs and sedans.
Electric Cars Guide
Kez Casey migrated from behind spare parts counters to writing about cars over ten years ago. Raised by a family of automotive workers, Kez grew up in workshops and panel shops before making the switch to reviews and road tests for The Motor Report, Drive and CarAdvice.
