A bold new name has emerged in the premium electric vehicle (EV) space—Perseus, a British startup poised to shake up the industry. With its sights set on a late 2027 launch, the company’s debut model, a compact luxury SUV, promises to fuse cutting-edge technology, striking design, and competitive value into a seamless package.
Rather than following the conventional, capital-intensive route, Perseus is leveraging a lean, asset-light business model—a strategic masterstroke in today’s rapidly evolving EV landscape. By licensing an advanced EV platform from a leading European OEM group, the company fast-tracks development while sidestepping exorbitant R&D costs. In addition, a partnership with an elite Italian design and engineering firm, Perseus, ensures that aesthetics and technical performance remain top-tier. For production? A renowned European contract manufacturer will handle assembly, guaranteeing quality without the burden of owning massive infrastructure.
Beyond its sleek exterior, the Perseus SUV will be a technological powerhouse. The company has teamed up with an industry leader in Human Machine Interface (HMI) and AI, setting the stage for an intuitive, profoundly personalized driving experience. From natural language processing to seamless digital integration, the SUV is designed to rival the best in the premium segment—appealing to tech-savvy drivers who crave intelligence behind the wheel.
Perseus isn’t just selling a car; it’s crafting an experience. The design philosophy marries emotive styling with dynamic performance, forging an instant connection between driver and machine. The company is laser-focused on attainable luxury, bringing a premium feel without the eye-watering price tag—a rare combination in today’s saturated EV market.
Ditching the traditional dealership model, Perseus adopts a direct-to-consumer approach. Buyers will explore and purchase vehicles through a seamless online platform supplemented by immersive brand experience centers. This cuts out intermediaries, reduces costs, and fosters a closer connection between the brand and its customers. Perseus will utilize its OEM partner’s extensive European service network for after-sales support, ensuring reliable maintenance and peace of mind.
Perseus isn’t just another startup—it’s backed by some of the brightest minds in the automotive world. The leadership team features former executives from Jaguar Land Rover, Lotus, Bentley, and INEOS Automotive, blending agility with deep-rooted expertise. Mohammed Yehya El Bakkali, the brand’s Founder, Chairman, and CEO, is at the forefront, driving the company’s ambitious vision forward.
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 license 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.”