In a special episode of Business Chat, Mousub Shashaa, founder of ArabGT, sat down in Riyadh with Rob Melville, Design Director at Ceer and former McLaren design lead, to explore how Saudi Arabia’s first homegrown EV brand is shaping a new automotive identity.
From a Blank Page to a Saudi Design Language
Melville, whose 13-year stint at McLaren Automotive includes icons like the P1 and 720S, described Ceer—founded in 2022 under the Public Investment Fund (PIF)—as a rare chance to build a brand from scratch. Starting “from a blank page” allowed the team to craft a design language that feels distinctly Saudi, rather than chasing global trends.
Watch Video:
Heritage and Nature as Creative Fuel
Ceer’s forms and surfaces draw on Najdi architecture with its strong geometry and sculptural presence. Color and material choices reference Saudi landscapes—from Jeddah’s coral reefs to the Farasan Islands—while interior textures echo Sadu weaving, linking cultural roots with modern craft.
Five Pillars, One Vision
Melville outlined five guiding principles: Originality (stand-out character), Purpose (serving regional drivers’ needs), Contrast (elegance with strength), New Space (open, driver-focused cabins), and Courage (bold, unconventional decisions).
Building an Ecosystem, Not Just Cars
Beyond design, Ceer is part of a broader industrial push: 1,700 employees today, a major plant rising in King Abdullah Economic City, and active partnerships with Saudi universities to develop specialized programs in automotive engineering and design—preparing the next generation of Saudi talent.
Global Partners, Local Ambition
To ensure world-class tech and performance, Ceer has forged strategic ties with names like Rimac and Pirelli. While Melville did not specify a launch date, he indicated the first production models are expected to debut next year—marking a new chapter for Saudi automotive innovation.
Ceer is more than a badge; it is a confident statement of Saudi design, engineering, and industry—born in Riyadh, built for the world.
