Global potential for first Saudi car firm

Ceer getting government funding, big-name execs, vast factory and foreign EV tech

- GRAHAM HOPE

Amid the shifting sands of the car industry, new players are emerging all the time - and now Saudi Arabia wants a bit of the action.

Six months ago, the Middle Eastern kingdom signalled its intent with the launch of a new electric car brand, Ceer - and while it has been relatively quiet since, there are plenty of reasons to take it seriously.

First, there's the role it will play in finally establishing a car manufacturing industry in Saudi Arabia, something the country has been keen to pursue for some time - as was evidenced, for example, by talks with Jaguar Land Rover about a prospective facility just over a decade ago.

Ceer also has significant backing from the formidable crown prince, Mohammed bin Salman, who sees it as a key part of his highly ambitious Vision 2030 plan to diversify the Saudi Arabian economy, creating thousands of jobs for local people and contributing £6.8 billion to the nation's GDP.

Funding won't be an issue, because Ceer is supported by the financial muscle of Saudi Arabia's Public Investment Fund (PIF), which has already pumped big money into Aston Martin, Lucid and McLaren.