Perseus, a British-headquartered premium electric vehicle (EV) brand, has announced its market entry and outlined plans for its first model, a compact SUV, set to launch in European markets by late 2027. The company is adopting a scalable and asset-light business model, securing partnerships with global OEMs and Tier-1 suppliers to support production.
Perseus will license an established EV platform from a European OEM Group and has partnered with an Italian design and engineering firm for vehicle styling, development, and validation. To accelerate production and reduce execution risks, the company has engaged a European contract manufacturer to produce the SUV, ensuring it meets OEM-quality standards while incorporating advanced manufacturing processes.
The brand is also collaborating with a technology firm specializing in Human Machine Interface (HMI), artificial intelligence, and automotive software to enhance user experience. The partnership aims to integrate advanced personalization, natural language processing, and seamless interaction features into the Perseus SUV and future models.
Perseus plans to sell its vehicles through a direct-to-consumer model, combining an online sales platform with brand experience centers. This approach is designed to streamline distribution costs while enhancing customer engagement. Additionally, the company intends to utilize its OEM partner’s European service and maintenance network to support vehicle ownership.
The company’s leadership team includes former senior executives from Jaguar Land Rover, Lotus, Bentley, and INEOS Automotive, with Mohammed Yehya El Bakkali serving as Founder, Chairman, and CEO. El Bakkali stated that Perseus aims to establish itself as a British EV brand focused on design, performance, and an AI-enabled user experience.
Perseus plans to release further details on its strategic partnerships and leadership team in the coming months, followed by updates on the design and technology of its first SUV.