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 JLR about a prospective facility just over a decade ago.
