New British EV Brand to Challenge Chinese Dominance
A brand-new British electric vehicle (EV) company, Perseus, is entering the UK market with ambitious plans to challenge the dominance of Chinese-made EVs. The company is preparing to launch its first model, a compact SUV, with an anticipated debut in late 2027. This move comes as the UK intensifies its focus on transitioning to greener vehicles.
Perseus has formed global partnerships to streamline manufacturing processes for its initial vehicle. The company’s leadership includes former executives from prominent automotive brands such as Jaguar Land Rover, Lotus, Bentley, and INEOS Automotive.
Mohammed Yehya El Bakkali, the founder, chairman, and CEO of Perseus Motor Corporation, 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.”
Partnering with an Italian design and engineering house, Perseus will handle interior and exterior styling, prototyping, and testing. Additionally, a European contract manufacturer has been engaged to build the first model, incorporating an artificial intelligence component.
Dev Chana, Managing Director of E.ON Drive Infrastructure UK, highlighted the “immense” potential of EVs in the UK, driven by growing consumer interest. He emphasized the need for manufacturers, tech companies, and local authorities to ensure the availability and visibility of both vehicles and supporting infrastructure nationwide.
El Bakkali added, “Crucially, our development and commercialisation strategy are 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.”
The launch of Perseus coincides with the UK’s commitment to the Zero Emission Vehicle mandate. This initiative requires that 28 percent of new car sales be electric this year, increasing to 100 percent by 2035. Failure to meet these targets can result in fines of £15,000 per non-compliant vehicle sold exceeding the limits.
