CEER
A futuristic sonic system for Saudi Arabia’s first electric vehicle brand, rooted in the sounds and spirit of the land.
CEER
A futuristic sonic system for Saudi Arabia’s first electric vehicle brand, rooted in the sounds and spirit of the land.
CEER
A futuristic sonic system for Saudi Arabia’s first electric vehicle brand, rooted in the sounds and spirit of the land.
CEER is Saudi Arabia’s first homegrown electric vehicle built to ignite the industry, inspire a nation and amaze the world. Created through a joint venture between the Public Investment Fund and Foxconn, CEER represents a new generation of automotive ambition: technologically advanced, globally competitive and deeply rooted in Saudi vision.
Brief
CEER faced an unprecedented challenge: to build belief in a brand before a single vehicle could be seen, driven or heard. With no engine sound and no physical product, there was nothing tangible to anchor perception.
Sound therefore had to do more than signal “electric” or “premium.” It needed to create emotional connection, cultural credibility and memorability from day one.
The identity had to feel distinctly Saudi without slipping into nostalgia; futuristic without falling into generic electric tropes. It needed to scale across global communications, live experiences and future in-vehicle sound, operating as a coherent system rather than a collection of assets.
Above all, CEER's sound had to resonate both locally and internationally, positioning the brand as a national brand with global ambition.
Vision
“Pulse of the Land” is the sonic identity for CEER, engineered and launched before the car itself existed.
Conceived as a complete sonic architecture, it touches every part of the brand. From music to future in-car sounds, Electric Vehicle driving tones and Acoustic Vehicle Alerting System, every expression shares the same DNA.
Built from field recordings captured across the Kingdom and shaped through contemporary sound design, the system transforms Saudi Arabia’s landscape into electric motion. A 32-pulse rhythm sits at its core, reflecting both the vehicle’s design and the founding year of Saudi Arabia.
While the vehicle sounds remain unreleased, the identity launch previewed that future experience, building anticipation for what drivers will one day hear inside the car.
CEER is Saudi Arabia’s first homegrown electric vehicle built to ignite the industry, inspire a nation and amaze the world. Created through a joint venture between the Public Investment Fund and Foxconn, CEER represents a new generation of automotive ambition: technologically advanced, globally competitive and deeply rooted in Saudi vision.
Brief
CEER faced an unprecedented challenge: to build belief in a brand before a single vehicle could be seen, driven or heard. With no engine sound and no physical product, there was nothing tangible to anchor perception.
Sound therefore had to do more than signal “electric” or “premium.” It needed to create emotional connection, cultural credibility and memorability from day one.
The identity had to feel distinctly Saudi without slipping into nostalgia; futuristic without falling into generic electric tropes. It needed to scale across global communications, live experiences and future in-vehicle sound, operating as a coherent system rather than a collection of assets.
Above all, CEER's sound had to resonate both locally and internationally, positioning the brand as a national brand with global ambition.
Vision
“Pulse of the Land” is the sonic identity for CEER, engineered and launched before the car itself existed.
Conceived as a complete sonic architecture, it touches every part of the brand. From music to future in-car sounds, Electric Vehicle driving tones and Acoustic Vehicle Alerting System, every expression shares the same DNA.
Built from field recordings captured across the Kingdom and shaped through contemporary sound design, the system transforms Saudi Arabia’s landscape into electric motion. A 32-pulse rhythm sits at its core, reflecting both the vehicle’s design and the founding year of Saudi Arabia.
While the vehicle sounds remain unreleased, the identity launch previewed that future experience, building anticipation for what drivers will one day hear inside the car.
CEER is Saudi Arabia’s first homegrown electric vehicle built to ignite the industry, inspire a nation and amaze the world. Created through a joint venture between the Public Investment Fund and Foxconn, CEER represents a new generation of automotive ambition: technologically advanced, globally competitive and deeply rooted in Saudi vision.
Brief
CEER faced an unprecedented challenge: to build belief in a brand before a single vehicle could be seen, driven or heard. With no engine sound and no physical product, there was nothing tangible to anchor perception.
Sound therefore had to do more than signal “electric” or “premium.” It needed to create emotional connection, cultural credibility and memorability from day one.
The identity had to feel distinctly Saudi without slipping into nostalgia; futuristic without falling into generic electric tropes. It needed to scale across global communications, live experiences and future in-vehicle sound, operating as a coherent system rather than a collection of assets.
Above all, CEER's sound had to resonate both locally and internationally, positioning the brand as a national brand with global ambition.
Vision
“Pulse of the Land” is the sonic identity for CEER, engineered and launched before the car itself existed.
Conceived as a complete sonic architecture, it touches every part of the brand. From music to future in-car sounds, Electric Vehicle driving tones and Acoustic Vehicle Alerting System, every expression shares the same DNA.
Built from field recordings captured across the Kingdom and shaped through contemporary sound design, the system transforms Saudi Arabia’s landscape into electric motion. A 32-pulse rhythm sits at its core, reflecting both the vehicle’s design and the founding year of Saudi Arabia.
While the vehicle sounds remain unreleased, the identity launch previewed that future experience, building anticipation for what drivers will one day hear inside the car.
Rather than protect the intellectual property, we released it into culture as something artists and audiences could claim and reshape as their own. "Pulse of the Land" was built as a system audiences could engage with, not just consume. Through an interactive remix tool, users can explore its layers, adjusting rhythm, texture and instrumentation to create their own CEER track.
CEER DNA Track
0:00/1:34
Rather than protect the intellectual property, we released it into culture as something artists and audiences could claim and reshape as their own. "Pulse of the Land" was built as a system audiences could engage with, not just consume. Through an interactive remix tool, users can explore its layers, adjusting rhythm, texture and instrumentation to create their own CEER track.
CEER DNA Track
0:00/1:34
Rather than protect the intellectual property, we released it into culture as something artists and audiences could claim and reshape as their own. "Pulse of the Land" was built as a system audiences could engage with, not just consume. Through an interactive remix tool, users can explore its layers, adjusting rhythm, texture and instrumentation to create their own CEER track.
CEER DNA Track
0:00/1:34
Hearing becomes believing.
We inverted the traditional launch model. Sound introduced the brand before the vehicle existed, then moved beyond brand asset into cultural property, released for audiences to interpret, remix and claim.
The response was immediate. The sonic identity launch film has surpassed 9 million views on YouTube. On Instagram, it remains CEER’s most liked post to date, showing that music sits at the heart of the brand’s appeal.
Before a single car has launched, CEER has already achieved what most brands only reach post-launch: recognition, emotional familiarity and cultural credibility. "Pulse Of The Land" proves that in the electric era, sound can build belief first and products can follow.
Hearing becomes believing.
We inverted the traditional launch model. Sound introduced the brand before the vehicle existed, then moved beyond brand asset into cultural property, released for audiences to interpret, remix and claim.
The response was immediate. The sonic identity launch film has surpassed 9 million views on YouTube. On Instagram, it remains CEER’s most liked post to date, showing that music sits at the heart of the brand’s appeal.
Before a single car has launched, CEER has already achieved what most brands only reach post-launch: recognition, emotional familiarity and cultural credibility. "Pulse Of The Land" proves that in the electric era, sound can build belief first and products can follow.
Hearing becomes believing.
We inverted the traditional launch model. Sound introduced the brand before the vehicle existed, then moved beyond brand asset into cultural property, released for audiences to interpret, remix and claim.
The response was immediate. The sonic identity launch film has surpassed 9 million views on YouTube. On Instagram, it remains CEER’s most liked post to date, showing that music sits at the heart of the brand’s appeal.
Before a single car has launched, CEER has already achieved what most brands only reach post-launch: recognition, emotional familiarity and cultural credibility. "Pulse Of The Land" proves that in the electric era, sound can build belief first and products can follow.
A modular music library.
Created to flex across every brand moment, each variation anchored in the same sonic architecture. We partnered with MDL Beast Records to collaborate with local artists to expand the system, transforming the library into a collaborative, evolving body of work rather than a static collection of tracks.
A modular music library.
Created to flex across every brand moment, each variation anchored in the same sonic architecture. We partnered with MDL Beast Records to collaborate with local artists to expand the system, transforming the library into a collaborative, evolving body of work rather than a static collection of tracks.
A modular music library.
Created to flex across every brand moment, each variation anchored in the same sonic architecture. We partnered with MDL Beast Records to collaborate with local artists to expand the system, transforming the library into a collaborative, evolving body of work rather than a static collection of tracks.
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road, Al Qashlah، 4th Floor, Dhahran 34232, Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road
Al Qashlah، 4th Floor, Dhahran 34232
Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road
Al Qashlah، 4th Floor, Dhahran 34232
Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com
United Kingdom
4th Floor, Elsley Court
20-22 Great Titchfield St
London W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
Netherlands
Keizersgracht 174-V
1016 DW Amsterdam
Netherlands
T. +31 6 10888010
e. info@sonicbrand.com
Saudi Arabia
Kifah Tower, 9198 King Fahd Road
Al Qashlah، 4th Floor, Dhahran 34232
Saudi Arabia
T. +44(0)7855 662 772
e. info@sonicbrand.com