Dubai, United Arab Emirates - January 18, 2025 - SOUEAST celebrated a successful brand and model launch at Dubai’s iconic Burj Al Arab, the world’s first seven-star hotel. Attended by over 250 distinguished guests, including esteemed representatives, SOUEAST executives, and leaders from Elite Group Holding, the event marks the brand’s bold step into the Middle East auto market.

  A Fresh Vision for Mobility

  With its philosophy, “Ease Your Life,” SOUEAST is aims to enable more youth around the world to have an ease urban mobility experience. Established in 1995, the brand combines over two decades of global market expertise with a bold new approach tailored to modern drivers. The name "SOUEAST" merges “Soul” and “Ease” to reflect the brand's commitment to creating vehicles that offer stylish，comfort and warm-tech driving experiences.

  "SOUEAST is proud to embark on this new journey in the Middle East," shared Mr. Ke, Vice President of SOUEAST. "With a renewed vision and innovative products, we aim to co-create a better lifestyle for our customers and enhance mobility in urban environments."

  Strategic Expansion Across the Region

  The Dubai launch is just one of the steps in SOUEAST’s ambitious 2025 regional expansion. Besides Iraq, Kuwait and the UAE, the brand plans to establish a presence in other key markets, including Qatar, Saudi Arabia, Bahrain, Oman, and Lebanon, by the end of the year.

 "To ensure an exceptional customer experience, SOUEAST has invested in a 12,000-square-meter spare parts warehouse in the Middle East," Mr. Ke elaborated. "Our partnerships with leading logistics providers will enable fast, reliable after-sales support across the region."

  Innovative Vehicles for Urban Drivers

  At the event, SOUEAST launched new models, including the Smart Premium SUV S09, the Urban Intelligent SUV S07, the Urban Stylish SUV S06, and the hybrid S06 DM.

  The S09, SOUEAST’s flagship model, caters to urban elites seeking both business and family vehicles, offering an ideal solution for business trips and family vacations.

  The S07, an Urban Intelligent SUV, blends trendy design with advanced technology, ideal for young urban professionals seeking style and practicality for daily commuting and weekend getaways.

  The S06, targeting Urban Stylish creators, combines dynamic design with high-tech functionality. The hybrid S06 DM, with its 1.5T GDI hybrid engine, offers long range, power and fuel efficiency.

  With these new models and a deeper commitment to the Middle East, SOUEAST is poised to accelerate growth, building brand recognition in the region. By 2030, SOUEAST aims to expand to over 80 markets worldwide, with 2,000+ sales and services, fostering global trust and loyalty.