RIYADH, Saudi Arabia, June 27, 2025 — SOUEAST has announced its expansion into the Middle East with the launch of its Saudi Arabian branch and a new brand strategy. At the “EASE YOUR LIFE” event, the company introduced three new S-series models: the S09, S07, and S06, marking a significant step in SOUEAST’s regional growth, offering Middle Eastern customers a new choice.
(Image 1: SOUEAST Brand Launched in Saudi Arabia)
Building an Omni-Scenario Mobility Ecosystem
Aligned with its “EASE YOUR LIFE” mission, SOUEAST is focused on urban mobility and has a global presence in over 30 countries and regions across Asia, the Middle East, Africa, and Latin America through 144 sales outlets. As a rising international automotive brand, it has established regional headquarters in key markets to enhance localized operations.
The company provides stylish, comfortable, and technologically advanced models, including SUVs and sedans, designed for urban youth, offering affordable mobility solutions worldwide.
During the event, Mr. Ke, President of SOUEAST International, presented the company’s strategy. He emphasized the potential of Saudi Arabia’s automotive market, citing high vehicle ownership (1.8 vehicles per household) and a young population (70% under 35) as key factors driving demand for smart, personalized vehicles that align with SOUEAST’s “EASE YOUR LIFE” vision. He also noted that Saudi Arabia’s need for upgraded smart transportation and new energy infrastructure complements SOUEAST’s expertise in NEVs and intelligent technology, positioning the brand to cater to young Saudi customers and broaden its market appeal.
（Image 2: Mr. Ke, President of SOUEAST International presented the company’s strategy）
At the launch, SOUEAST announced a brand partnership with local actor Tareq Al-Harbi, who is popular among young audiences. Al-Harbi introduced SOUEAST’s urban-focused models to Saudi Arabia’s next-generation customers. “Tareq’s stylish, approachable, and charismatic image aligns perfectly with our brand vision,” Mr. Ke added. This collaboration marks a key step in establishing SOUEAST’s presence in the market.
Three Prominent Models Debut, Meeting Diverse Mobility Needs
SOUEAST revealed three urban-focused models at the event. The S09, a flagship smart premium D-class SUV, redefines spacious luxury with its dimensions: 4,858mm length, 1,925mm width, and 1,780mm height, and a 2850 mm wheelbase. Equipped with a 2.0T turbocharged engine and a roomy interior, it caters to urban elites with its design, intelligent driving features, and luxurious amenities.
The S07, an urban intelligent C-class SUV, blends practicality and style for urban youth. Besides its sleek design and comfortable interior, it offers intelligent features like 12.3-inch connected screens, a 6-way adjustable driver seat with memory, advanced computing chips (8015 for 2WD, 8155 for 4WD), remote engine start, and ADAS, delivering connectivity and safety.
(Image 3: SOUEAST S07)
The S06, a stylish urban SUV, features a dynamic and modern design, smart technologies, and a digital driving experience. Designed for the young urban crowd, it delivers a personalized mobility experience, equipped with an L2 intelligent assisted driving system and a 360° panoramic visual parking assist.
Deepening Local Market Penetration, Promoting Comprehensive Localized Operations
SOUEAST’s long-term Saudi strategy, based on the principle “In Saudi, For Saudi,” emphasizes localization. Mr. Ke outlined initiatives, including: establishing a Middle East R&D, a Saudi subsidiary, and a regional parts and service center; creating a “3-hour response circle” via sales and service outlets in core cities by 2026; and deploying a localized “6+2+1” product lineup.
SOUEAST has detailed its strategic plan for Saudi Arabia, aiming to expand its sales network to 25 outlets in the next three years, offering services including 3 years/60,000 km free maintenance, 6-year roadside assistance, 6 years/200,000 km vehicle warranty, and a 10-year/1 million km engine warranty. The company will also collaborate with Saudi partners to co-create mobility ecosystems and deliver full-chain “EASE” services.
SOUEAST has officially launched its Saudi subsidiary and unveiled its market strategy, reinforcing its commitment to the Middle East. SOUEAST aims to strengthen its presence in the region while supporting Saudi Arabia’s vision for modern transportation. The all-new S06 DM is set to debut in July.
Photos accompanying this announcement are available at:
CONTACT: Contact Person: Frida Fu Email: yuhe.fu@soueast-motor.com
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