SOUEAST has launched its expansion into the Middle East by establishing its Saudi Arabian subsidiary and unveiling a new brand strategy. At the “EASE YOUR LIFE” event held in Riyadh, the company introduced three new S-series models: the S09, S07, and S06. This significant step is aimed at providing customers in the Middle East with appealing new automotive options.

The company’s mission revolves around urban mobility, with a presence in over 30 countries and regions across Asia, the Middle East, Africa, and Latin America through 144 sales outlets. As an emerging international automotive brand, SOUEAST has set up regional headquarters in key markets to enhance localized operations, focusing on stylish models that deliver cost-effective solutions for urban youth.

During the launch event, Mr. Ke, President of SOUEAST International, emphasized the potential of Saudi Arabia’s automotive market. He pointed out the high vehicle ownership rate of 1.8 vehicles per household and the fact that 70% of the population is under the age of 35, which he sees as vital drivers of demand for smart and personalized vehicles. Furthermore, he highlighted the necessity for Saudi Arabia to modernize its smart transportation and new energy infrastructure, aligning with SOUEAST’s expertise in new energy vehicles and intelligent technology.

To further connect with the local market, SOUEAST announced a brand partnership with popular local actor Tareq Al-Harbi, who introduced the company’s urban-focused models to the next generation of Saudi customers. Mr. Ke noted, “Tareq’s stylish, approachable, and charismatic image aligns perfectly with our brand vision,” showcasing the importance of this collaboration in establishing SOUEAST’s presence.

The event featured the unveiling of the S09, a flagship smart premium D-class SUV, which boasts impressive dimensions of 4 858mm in length, 1 925mm in width, and 1 780mm in height, along with a wheelbase of 2850 mm. With a robust 2.0T turbocharged engine, this model targets urban elites by offering luxurious amenities and intelligent driving features.

The S07 is an urban intelligent C-class SUV that combines practicality with style, tailored for young urban dwellers. It features a sleek design, along with intelligent features like a 12.3-inch connected screen, a 6-way adjustable driver seat with memory, and advanced computing chips (8015 for 2WD and 8155 for 4WD), ensuring luxury-grade connectivity and safety.

Additionally, the S06 is designed for the energetic urban crowd, featuring a dynamic and modern design alongside practical smart technologies. It offers a vibrant mobility experience, equipped with an L2 intelligent assisted driving system and a 360° panoramic visual parking assist for enhanced safety.

SOUEAST’s long-term strategy for Saudi Arabia emphasizes deep localization with initiatives like establishing a Middle East research and development center, a Saudi subsidiary, and a regional parts and service center. The company aims to create a “3-hour response circle” through sales and service outlets in core cities by 2026 and plans to expand its sales network to 25 outlets over the next three years.

These outlets will provide comprehensive services, including 3 years/60 000 km of free maintenance, 6-year roadside assistance, a 6-year/200 000 km vehicle warranty, and a 10-year/1 million km lifetime engine warranty. SOUEAST will also collaborate with local partners to build sustainable mobility ecosystems, aiming to position itself as a trusted partner for users in Saudi Arabia.

With the official launch of its Saudi subsidiary and market strategy, SOUEAST is committed to strengthening its presence in the Middle East while supporting Saudi Arabia’s vision for modern transportation. The company is also set to debut the all-new S06 DM in July, providing an exciting new option for young customers.