Saudi Crown Prince Launches First Cars from National Company 'Ceer' Under the Name 'Exobot'

Jeddah, September 21 (KUNA) -- Saudi Crown Prince and Prime Minister Mohammed bin Salman launched today, Monday, the first model of the national automotive company “Ser” under the name “Exobot.” This launch embodies the Kingdom’s strategic direction to develop an advanced industrial sector aligned with the objectives of Saudi Vision 2030 and to enhance its position on the global automotive manufacturing map.

The Saudi Press Agency (SPA) quoted the Crown Prince as saying on this occasion: “The launch of the first car by Ser represents another step forward in the Kingdom’s journey to build a sustainable and thriving industrial ecosystem, empowering the automotive sector as a key driver of economic growth by attracting investments, enabling national talent, and strengthening the role of the private sector, thereby 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 of Ser’s lineup, which will comprise seven models to be rolled out sequentially over the next five years, including mid-size and compact segments. All variants will be produced at Ser’s industrial complex within the King Abdullah Economic City’s King Salman Automotive Industries (KSAI) complex, the largest facility of its kind in the Middle East and one of the most advanced automotive manufacturing plants globally.

The Exobot features a unique design inspired by the Kingdom’s landscape and 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.

Ser is expected to contribute more than 30 billion Saudi riyals (approximately $8 billion) to the Kingdom’s GDP, improve the trade balance by around 80 billion Saudi riyals (approximately $21 billion), and create direct and indirect high-quality jobs by 2034.

The announcement of Ser’s first car aligns with the Public Investment Fund’s (PIF) efforts to develop an integrated and competitive local automotive ecosystem, in line with its role as a primary engine for diversifying the Kingdom’s economy. The PIF launched Ser 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. (End) F.N. / N.S.A.