Perseus: New British EV brand launches with sights set on 2027

• Perseus is a new British EV brand with a vision to redefine premium electric vehicles.
• The company is partnering with top global suppliers to develop a stylish, high-performance compact SUV by 2027.
• It will integrate AI-powered features and sell directly to consumers for a seamless experience.

Perseus launches to bring new premium EVs to the European market

A brand-new British EV company has just stepped into the spotlight. Perseus, a premium automotive brand headquartered in the UK, has officially launched. 

The company is led by a team of industry veterans, including former executives from Jaguar Land Rover, Bentley, Lotus, and INEOS Automotive. At the helm is CEO Mohammed Yehya El Bakkali, who has a bold vision for the brand.

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Its first model will be a compact SUV, hitting European roads by late 2027. The brand’s cost-effective approach is setting it apart. Instead of building everything from scratch, it has secured strategic partnerships with top global suppliers to dramatically reduce manufacturing time and cost.

Perseus will license a unique EV platform from a European automotive group. It is also collaborating with a world-class Italian design and engineering firm to create a stylish and high-performing vehicle.

Technology is at the heart of Perseus’ vision. The brand is working with a leading automotive software company to integrate artificial intelligence and an advanced Human Machine Interface (HMI). This will deliver a seamless and highly personalised user experience.

It will launch with a direct-to-consumer model, combining online sales with brand experience centres. This approach cuts out dealerships, reducing costs and enhancing customer engagement. Vehicle servicing and maintenance will be handled through an existing European-wide network.

Mohammed Yehya El Bakkali, Founder, Chairman and CEO of Perseus Motor Corporation, commented: 

“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 reveal more details about its leadership team, partnerships, and SUV design in the coming months. As EVs gain popularity, and the call for increased options grows ever-louder, this new venture has a chance to establish itself in the dynamic European EV scene.