Ceer, Saudi Arabia’s first electric vehicle (EV) brand and Original Equipment Manufacturer (OEM), has unveiled its new brand identity, marking a significant step towards the highly anticipated global debut of its flagship vehicle designs. The launch, timed with Saudi National Day, introduces the world’s first bilingual Arabic-English automotive logotype and offers a first look at a unique design element that will feature across its entire vehicle portfolio.
The new brand identity is built on the values of being a companion, visionary, and aspirational, reflecting Saudi Arabia’s bold vision for the future. By confirming that its product designs are finalized, Ceer signals its readiness to enter the regional and global automotive market, aiming to redefine mobility with a brand deeply rooted in Saudi heritage and a forward-looking vision.
A Bilingual Brand Rooted In Heritage
A central element of the new identity is the world’s first bilingual, Arabic-English automotive logotype. This unique feature seamlessly integrates both scripts, symbolizing motion and progress. It is a direct reflection of the company’s name, as “Ceer” means “to move forward” in Arabic. The logotype’s clean lines and bespoke typography, combined with Saudi-inspired colors, position Ceer as a brand with strong local roots and significant global ambition.
The 32 Lights Design Signature
Ceer also revealed a distinctive design feature: the integration of 32 bars of light, which will be a prominent signature across its entire vehicle lineup, from the flagship SUV and sedan to future mid-size and compact models. This element pays homage to the year 1932, which marked the unification of Saudi Arabia.
“As the Kingdom’s first EV and automotive brand, we honor this legacy by integrating a tribute to the year 1932 through our 32-lights design signature – a symbol of unity, innovation, and Saudi Arabia’s pioneering spirit,” said James DeLuca, CEO of Ceer. “Our aspirational flagship car designs are ready and will proudly carry these lights, marking that they are not only Saudi-inspired but also Saudi-made.”
Strategic Backing and Global Ambition
As a joint venture between Saudi Arabia’s Public Investment Fund (PIF) and Hon Hai Precision Industry Co. (Foxconn), Ceer is a cornerstone of the Kingdom’s strategy to diversify its GDP. The company is set to attract over $150 million in foreign direct investment and create tens of thousands of jobs, with a projected direct contribution of $8 billion to Saudi Arabia’s GDP by 2034. Ceer will license component technology from BMW, while Foxconn will develop the electrical architecture, focusing on leading-edge infotainment, connectivity, and autonomous driving technologies.
About Ceer
Ceer is the first Saudi automotive brand dedicated to producing electric vehicles within the Kingdom. A joint venture between the Public Investment Fund (PIF) and Hon Hai Precision Industry Co. (Foxconn), Ceer will design, manufacture, and sell a range of EVs, including sedans and SUVs, for consumers in Saudi Arabia and the broader MENA region. The company utilizes licensed component technology from BMW and leverages Foxconn’s expertise to develop vehicles that will be designed and manufactured in Saudi Arabia to the highest global quality and safety standards.
Source: Zawya
