Saudi Crown Prince Launches 'Exobot,' the First 'SER' Saudi Car
Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud, who also serves as Prime Minister and Chairman of the Board of Directors of the Public Investment Fund, launched today, Monday, the first vehicle from Saudi National Automotive Company (SNAC), branded as “Exobot.” This launch embodies the Kingdom’s strategic direction to develop an advanced industrial sector aligned with the objectives of Saudi Vision 2030, and reinforces the Kingdom’s position on the global automotive manufacturing map.
On this occasion, the Crown Prince stated, “The launch of the first car from SNAC represents another step forward in the Kingdom’s journey to build a sustainable and thriving industrial ecosystem, and to empower the automotive manufacturing sector as a key driver of economic growth. This will be achieved by attracting investments, empowering national talent, and enhancing the role of the private sector, positioning the Kingdom as a leading regional and global hub in this industry.”
The Exobot, available in sedan and all-wheel-drive variants, is the first product from SNAC, which will roll out a fleet of seven models over the next five years. The lineup will include mid-size and compact vehicles with various drivetrain options to meet diverse customer needs. All models will be produced at the SNAC Industrial Complex within the King Abdullah Economic City, home to the largest automotive manufacturing facility in the Middle East and one of the most advanced automotive plants globally, according to the Saudi Press Agency (SPA).
The Exobot features a unique design inspired by the Kingdom’s landscape and deeply rooted in its culture, reflecting its vision. The vehicles are locally designed and engineered to meet the highest international standards, further cementing the Kingdom’s status as an emerging regional power in the automotive industry.
SNAC is expected to contribute more than SAR 30 billion (USD 8 billion) to the Kingdom’s Gross Domestic Product, improve the trade balance by SAR 80 billion (USD 21 billion), and create direct and indirect high-quality jobs by 2034.
The announcement of SNAC’s first vehicle aligns with the Public Investment Fund’s efforts to develop a comprehensive and competitive local automotive manufacturing ecosystem, in line with its role as a primary engine for economic diversification in the Kingdom. The Fund launched SNAC in 2022 as the first Saudi automotive brand, aiming to support the development of the national industrial ecosystem, attract investments, create opportunities for the private sector, and boost GDP.
