CEER, Saudi Arabia’s first domestic electric vehicle brand, on Thursday announced the launch of a new sonic identity designed to reflect its vehicle design language and brand positioning, as it builds out its presence in the global electric mobility market.
The audio signature, titled “Pulse of the Land,” blends natural field recordings from across Saudi Arabia — including desert winds and flowing wadis — with modern synthesised sound elements. CEER said the sonic identity will be integrated across its customer touchpoints, including marketing, call centres, showrooms and brand events, as part of a broader effort to unify its brand experience.
Alongside the main composition, CEER has also developed a wider portfolio of branded sounds for use in retail environments, customer service operations and in-vehicle systems. The company said its vehicles will feature 30 distinct in-car sounds derived from the same brand theme, aimed at creating a consistent and immersive user experience.
“Our sonic identity is the heartbeat of our brand,” said Luay Al Shurafa, Chief Commercial Officer at CEER. “It reflects our commitment to igniting an industry with values deeply rooted in Saudi culture, while embracing a forward-thinking, futuristic vision that resonates with CEER’s design DNA.” He added that the sound identity is intended to give the brand “a unique voice” and help differentiate it in the automotive market.
CEER said the composition is built around a rhythmic structure of 32 pulses, mirroring the 32 lighting elements used in the front and rear designs of its vehicles, a reference to Saudi Arabia’s founding year of 1932. The sound design follows three guiding principles — companion, visionary and aspirational — which the company said are intended to align the brand’s cultural roots with its future-facing ambitions in electric mobility.