Ceer, the Saudi Arabian EV brand owned by the Public Investment Fund (PIF) with Foxconn, will unveil its first models on September 21 in a live-streamed world premiere, the company said on X on Friday, giving a date for the first time to a debut it has promised for four years.
“Nothing extraordinary was ever built by staying still! Watch the live stream for the World Premier on 21 September 2026,” Ceer wrote above a teaser that shows a vehicle head-on through static, a full-width light bar across a squared nose, and the line “Or move beyond it?”
The company has not said which model the clip shows, where the event will be held or what time it starts.
The date falls two days before Saudi National Day and a year to the day after Ceer launched its bilingual Arabic-English brand identity on September 21, 2025, when it said its flagship designs were “finalized and soon to be revealed.”
Chief Executive James DeLuca said on February 9 that “2026 is the year of CEER. We will reveal our first flagship models.”
The company’s stated plan is two cars at launch, a sedan and an SUV, with production to begin at its plant in King Abdullah Economic City in the fourth quarter of this year and seven models within five years.
What Is Known
Ceer was launched on November 3, 2022 by Crown Prince Mohammed bin Salman as a joint venture between PIF and Hon Hai Precision Industry, with PIF the majority owner. Foxconn’s stake has not been disclosed.
BMW licenses component technology for vehicle development, Foxconn develops the electrical architecture, Hyundai Transys supplies integrated drive units under a SAR 8.2 billion ($2.2 billion) ten-year contract signed in June 2024, and Rimac Technology supplies high-performance drive systems for the flagship versions.
Design Director Rob Melville, formerly of McLaren, has described a design language drawn from Najdi architecture, Red Sea coral and Sadu weaving.
No price, range, battery supplier or specification has been published.
DeLuca had said pre-orders would open by early 2026. No ordering channel has opened.
The Plant
The Ceer Manufacturing Complex at KAEC, on the Red Sea north of Jeddah, is a $1.3 billion site of more than one million square metres with 530,000 under roof, built by Modern Building Leaders.
Ground was broken in March 2024. Dürr was contracted for the paint shop in January, which Ceer said kept production on schedule for the fourth quarter.
The company had 1,500 employees in April 2025 and about 1,700 by October, per Melville.
Ceer has signed SAR 5.5 billion of supplier agreements in February 2025, more than 80% with Saudi companies, and a further SAR 3.7 billion across 16 agreements in February this year, targeting 45% local content by 2034.
Lear, Forvia, Shin Young, Benteler, JVIS and Pirelli are localising at KAEC, where Lucid, in which PIF holds about 60%, assembles cars from kits and a PIF-Hyundai plant is also due to start in the fourth quarter.
The 2022 launch projected more than $150 million in foreign direct investment, up to 30,000 direct and indirect jobs and an $8 billion contribution to Saudi GDP by 2034. Cars were originally promised for 2025.
Saudi Arabia’s Ministry of Investment has set a target of 500,000 electric vehicles produced a year by 2030 across the sector.
