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Perseus, a new British premium electric vehicle (EV) brand, has unveiled plans for its debut model—a compact SUV slated for release by late 2027. Based in the UK, the company aims to blend cutting-edge technology, emotive design, and compelling value, leveraging a lean business model and strategic global partnerships to bring its vision to life.
Key Highlights:
- First Model: A performance-driven, tech-focused compact SUV
- Launch Date: Late 2027
- Business Model: Efficient, scalable, and asset-light
- Partnerships: Global OEMs and Tier 1 suppliers for tech and production
- Leadership: Veterans from Jaguar Land Rover, Lotus, and Bentley
Perseus is adopting a streamlined approach to enter the competitive EV market. By licensing a state-of-the-art EV platform from a European OEM group, it accelerates development while minimizing risks and costs. The company has also tapped an Italian design and engineering firm for standout styling and technical expertise, alongside a European contract manufacturer to ensure top-tier production quality. This asset-light strategy allows Perseus to focus on innovation rather than heavy infrastructure investments.
Technology is a cornerstone of the Perseus SUV. A partnership with a leader in Human Machine Interface (HMI) and AI technology promises a best-in-class user experience, featuring advanced personalization, natural language interaction, and seamless connectivity. This positions the SUV to rival premium competitors while appealing to tech-savvy drivers.
The design ethos blends inspirational aesthetics with engaging performance, aiming to forge an emotional bond with drivers. Perseus emphasizes attainable luxury, delivering a premium experience at a competitive price point. This balance of style, substance, and value sets it apart in the crowded EV landscape.
Sales will follow a direct-to-consumer model, combining an online platform with physical brand experience centers. This cuts distribution costs and fosters closer customer relationships. Perseus will also leverage its OEM partner’s European service network for reliable maintenance support.
The company’s leadership brings deep industry credibility. With former executives from Jaguar Land Rover, Lotus, Bentley, and INEOS Automotive, Perseus merges startup agility with proven expertise. Mohammed Yehya El Bakkali, Founder, Chairman, and CEO, leads the charge.
El Bakkali stated: “The launch of Perseus marks an exciting new chapter in global automotive innovation. Our ambition is clear: to create a premium value British EV brand that delivers emotionally captivating design, cutting-edge performance and a best-in-class intelligent AI-enabled and software-defined customer experience. Crucially, our development and commercialisation strategy is also clear. Perseus already has agreements in principle with a European OEM Group to licence a cutting-edge EV platform and a leading Italian styling house to meet all design and engineering standards. We have also formed partnerships with a world-leading automotive software specialist, and a European contract manufacturer to ensure the first Perseus SUV model will reach customers by late 2027.”
Perseus plans to share more on its partnerships, leadership, and SUV details in the coming months, signaling a bold entry into the premium EV market.
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