Perseus, a new British premium electric vehicle (EV) brand, recently revealed its plans for its debut model – a compact SUV. The company, headquartered in the UK, also shared initial details about its strategy for bringing the vehicle to European markets by late 2027.
Operating on a highly efficient and scalable business model, Perseus has secured key global partnerships to support mass-market production of its first vehicle. The brand will license a state-of-the-art EV platform from a major European Original Equipment Manufacturer (OEM) Group. It is also working with a leading Italian design and engineering firm to handle the SUV’s styling, pre-concept development, prototyping, engineering, testing, and validation.
To accelerate its time to market and reduce risks, Perseus has partnered with a European contract manufacturer. This collaboration ensures that the first model will meet OEM-level quality standards. By utilizing flexible and scalable manufacturing processes, Perseus aims to efficiently produce its vehicles and introduce them to the market with the most advanced industrial capabilities.
Perseus has also teamed up with a top global provider of Human Machine Interface (HMI) technology, artificial intelligence (AI), and automotive software. This partnership will enhance the user experience in the Perseus SUV and future models, offering personalized features, natural language processing, and seamless interaction.
The Perseus SUV will stand out with its combination of innovative design, cutting-edge technology, and impressive performance. The brand’s goal is to provide a premium, yet affordable, option for consumers. By operating a direct-to-consumer sales model, which includes an online platform and brand experience centers, Perseus aims to lower distribution costs and improve customer engagement. The company will also leverage its partner’s European service and maintenance network to support customers across the region.
Building the UK’s Leading Premium EV Brand
Perseus has assembled a strong leadership team, blending experience from both automotive startups and established legacy brands. The team includes former senior executives from Jaguar Land Rover, Lotus, Bentley, and INEOS Automotive, and is led by Mohammed Yehya El Bakkali.
El Bakkali, the founder, chairman, and CEO of Perseus, commented on the brand’s mission: “The launch of Perseus is an exciting step forward in automotive innovation. Our goal is to create a premium British EV brand that combines captivating design, cutting-edge performance, and a top-tier customer experience powered by intelligent AI and software.”
El Bakkali emphasized that Perseus has already secured agreements with a European OEM Group to license an advanced EV platform and with a leading Italian design house to ensure the highest design and engineering standards. Additionally, the company has formed partnerships with an automotive software specialist and a European contract manufacturer to ensure the first Perseus SUV will reach consumers by late 2027.
In the coming months, Perseus plans to reveal more details about its strategic partnerships and leadership team, as well as updates on the design and technology behind its debut model.
