Perseus, a new British-headquartered EV brand, has “emerged from stealth mode” with plans to become the UK’s leading premium mass-market electric car company.

The first Perseus model will arrive late 2027 in the form of a performance and technology focused compact SUV

Armed with a team of ex-Bentley and Lotus personnel along with strategic partnerships and a direct-to-consumer sales model, the business has promised to bring its first model, a performance and technology focused compact SUV, to market by late 2027, delivering a rival to BMW, Audi and others.

Details on the new model are light at this stage but the EV brand says: “Defined by attainable premium values, the Perseus SUV will combine inspirational and emotive design, groundbreaking technology, engaging performance and exceptional user experience with compelling value. These attributes will differentiate the Perseus SUV from, and elevate it above, competitor vehicle offerings.”

Perseus is teaming up with an unnamed European OEM group to license a “proven, state-of-the-art EV platform” that will underpin the new vehicle.

It’s also collaborating with a “pre-eminent” Italian design and engineering house for interior and exterior styling, pre-concept development, prototyping, serial engineering, testing and validation requirements.

A further partnership, inked with a “world-leading” specialist in Human Machine Interface (HMI), artificial intelligence technology and automotive software, will “empower the Perseus SUV – and all subsequent models – with best-in-class user experience, delivering exceptional personalisation, natural language and seamless interaction”.

The EV newcomer also says its manufacturing and commercialisation strategy will ensure a “speedy” time to market while derisking execution.

It’s engaging with a European contract manufacturer to build its first model to OEM-level quality production standards. This fully flexible and scalable production model will enable Perseus “to reach market with maximum efficiency and avail itself of the most advanced manufacturing processes and industrialisation capabilities”.

At the same time, its direct-to-consumer sales model, combining an online sales platform with brand experience centres, will enable Perseus to cut distribution costs and enhance direct customer engagement significantly. As part of its relationship with its OEM EV platform provider, the EV maker plans to utilise its partner’s European-wide service and maintenance network.

The leadership team includes former senior executives from Jaguar Land Rover, Lotus, Bentley and Ineos Automotive.

Mohammed Yehya El Bakkali, founder, chairman and CEO, said: “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.”

More details on the firm’s strategic partnerships and senior leadership team will arrive over the coming months, followed by updates on the design and technology of the Perseus SUV.