Perseus, an ambitious new British-based premium electric vehicle (EV) brand founded by Moroccan entrepreneur Mohammed Yehya El Bakkali, has emerged from stealth mode to announce plans for its debut model—a high-performance, technology-rich compact SUV—targeted for launch in late 2027.
The company has outlined its strategy for bringing the vehicle to market, focusing on efficient production and advanced technology.
Perseus aims to establish itself as a major player in the growing EV market with a scalable, asset-light business model that minimizes capital expenditure while maximizing flexibility.
“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,” said Mohammed Yehya El Bakkali, founder and CEO of Perseus.
Perseus has formed strategic partnerships with global Original Equipment Manufacturers (OEMs) and Tier 1 suppliers, ensuring access to a proven EV platform for its first model.
The company is also working with a leading Italian design and engineering firm to handle the vehicle’s interior and exterior styling, prototyping, and engineering.
To accelerate time to market, Perseus will collaborate with a European contract manufacturer, ensuring the SUV is produced to OEM-level quality standards. This approach will enable the company to meet the growing demand for EVs with maximum efficiency.
Led by a team with extensive experience from major automotive companies, including Jaguar Land Rover, Lotus, and Bentley, Perseus is also adopting a direct-to-consumer sales model.
This will combine an online platform with physical brand experience centers, allowing the company to engage directly with customers and reduce distribution costs.
The first Perseus SUV is set to hit the European market by late 2027, with further updates on the brand’s design, technology, and strategic partnerships expected in the coming months.
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