Imagine sliding into an SUV and the cockpit feels more like a high-end lounge than a standard SUV. That’s the experience the SOUEAST S09 promises. Launched in January 2025 in partnership with Elite Group Holding, the S09 is a D-class luxury SUV designed with the Gulf market in mind. With its spacious 5 + 2 seating configuration and a powerful 254 hp engine, it offers both performance and versatility.
Brand Heritage & Local Partnership
SOUEAST Motor, established in 1995, has built a strong reputation with a wide range of sedans and SUVs. Its collaboration with Elite Group Holding ensures customers in the UAE benefit from dedicated after-sales support, access to genuine spare parts, and multiple showroom locations across Dubai. You can visit SOUEAST showrooms on Sheikh Zayed Road, at Deira and at Dubai Festival City, with convenient timings to suit busy schedules.
Design: An Urban Statement
The S09 makes a bold impression with its U-shaped illuminated grille, continuous LED light bar, crisp creases, and expansive panoramic sunroof. Its dimensions offer a commanding road presence and ample interior space. Built on a high-strength monocoque body, it ensures both rigidity and safety.
Buyers can choose from six exterior colours such as Mountain Green, Phantom Gray, and Ocean Blue, complemented by two refined cabin themes, allowing drivers to personalise their SUV to match their style.
Premium Cabin & Technology
Step inside the S09 and you’re met with a premium cabin experience. Multi-colour ambient lighting sets the mood, while ventilated leather seats with 6-way electric adjustment and memory functions add comfort. The dual-screen cockpit combines a 15.6-inch central display with a 10.25-inch digital cluster, both powered by the Qualcomm Snapdragon 8155 chip for ultra-fast responsiveness.
The SUV integrates the latest in connectivity with wireless Apple CarPlay and Android Auto, a 50 W wireless fast charger, and an 8-speaker audio system. To top it off, CN95 air filtration ensures a clean and healthy cabin environment.
Performance & Driving Dynamics
The SOUEAST S09 is powered by a 2.0-litre turbocharged engine paired with a 7-speed dual-clutch transmission. Delivering 254 hp and 390 Nm of torque, it accelerates from 0–100 km/h in around 8 seconds. Adaptive cruise control, EPS steering, high-beam assist, and multiple driving modes ensure a smooth, safe, and responsive driving experience.
Specifications at a glance:
Dimensions: 4,858 × 1,925 × 1,780 mm
Wheelbase: 2,850 mm
Seating Capacity: 5 + 2
Luggage Volume: 1,130 L (with seats folded)
Suspension: MacPherson (front), Multi-link (rear)
Brakes: Front ventilated discs, rear solid discs
Safety & Driver Assistance
Safety is central to the S09’s design. It comes equipped with six airbags (front, side, and head), a reinforced body structure, and a suite of advanced driver-assistance systems. Features include Autonomous Emergency Braking with Forward Collision Warning, Lane Keep Assist, Lane Departure Warning, Blind-Spot Detection, Rear Collision Warning, and Door Open Warning. Together, these features enhance protection for both driver and passengers.
Value Proposition: Luxury Without the Premium Price
Starting at approximately AED 119,000, the SOUEAST S09 delivers luxury SUV features at up to 20% less than European rivals. It matches or even exceeds them in terms of technology, safety, and comfort. Buyers also benefit from a 10 years/1 million km warranty and flexible financing options, making ownership both accessible and reassuring.
This balance of premium features and competitive pricing positions the S09 as a smart alternative for buyers seeking luxury without overspending.
Comparison With Other Chinese SUVs
When compared with similar tier brands, the SOUEAST S09 distinguishes itself through advanced interior technology, robust safety features, and performance. While some competitors may offer hybrid powertrains or lower starting prices, the S09 delivers a complete luxury experience at exceptional value.
| Model | Engine | Horsepower | Key Features | Starting Price (AED) |
| SOUEAST S09 | 2.0T | 254 hp | Dual-screen cockpit, ADAS, 5+2 seating | ~119,000 |
| GAC GS8 | 2.0T | 248 hp | 8-speed AT, panoramic sunroof | ~135,000 |
| Jetour Dashing | 1.6T | 197 hp | 12.8-inch screen, 6 airbags | ~95,000 |
| BYD Song Plus | 1.5T Hybrid | 215 hp | Hybrid, smart connectivity | ~110,000 |
| Exeed RX | 2.0T | 261 hp | Luxury finishes, 4WD option | ~145,000 |
How to Experience the S09
The SOUEAST S09 redefines what a Chinese luxury SUV can offer in the UAE market. Combining modern design, cutting-edge technology, powerful performance, and excellent value, it stands as a true competitor to established global brands. Ready to experience the S09? Book a test drive today through the online form here. You can also visit one of our showrooms in Dubai or call 800 SOUEAST.
