Drivers in the Emirates are increasingly looking for vehicles that provide high-end technology with lasting value. This demand has driven the rise of Chinese cars in the UAE, transforming them from a niche trend into a dominant market force.
In partnership with Elite Group Holding, SOUEAST offers a sophisticated lineup of SUVs that addresses the unique demands of Gulf roads. Wherever your travels take you, the brand's commitment remains clear: delivering a driving experience defined by reliability and accessible luxury.
A Legacy of Engineering Excellence
SOUEAST was established in 1995 and has nearly 30 years of experience in vehicle manufacturing. The brand has integrated world-class technology and advanced international management practices to create a modern production line capable of competing on a global scale. In early 2025, SOUEAST celebrated a significant milestone with an official launch at the iconic Burj Al Arab in Dubai (SOUEAST UAE, 2025). This move was about entering a new market while representing a commitment to redefining urban mobility for the youth and families of the UAE.
The local environment presents unique challenges, from extreme summer temperatures to fine desert sand that can impact mechanical longevity. SOUEAST addresses these concerns with high-performance air conditioning, CN95-certified air filtration for a clean cabin, hybrid options like the S06 DM for improved fuel efficiency, and competitively priced models.
By combining stylish design with practical technology, SOUEAST SUVs offer a comfortable, intuitive, and dependable driving experience tailored to the demands of the UAE.
SOUEAST’s Versatile SUV Lineup & Its Safety Features
SOUEAST’s current SUV lineup is designed to support a variety of lifestyles. Across the range, these models reflect the qualities that matter most to buyers in the region, including interior space, safety, and connected technology, making them well-suited for everyday driving in the UAE.
- SOUEAST S06 & S06 DM: The S06 stands out with a dynamic, contemporary design that emphasizes practicality and everyday usability. For drivers seeking improved efficiency, the S06 DM (Dual Motor) hybrid combines a 1.5TD hybrid engine, offering reduced fuel consumption and responsive performance. The S06 also focuses on interior convenience, featuring 32 storage compartments and a multifunctional armrest box with both cooling and heating functions.
- SOUEAST S07: The S07 is aimed at tech-focused drivers who want agility without compromising interior comfort. Its compact exterior dimensions are paired with a feature-rich cabin, including a high-definition digital cockpit powered by advanced chipsets for smooth smartphone integration. Intelligent voice control with multi-language support enhances usability, while the 6-way adjustable multi-function driver seat with memory is designed to reduce fatigue during daily commutes and weekend drives.
- SOUEAST S09: The S09 represents the brand’s SUV, combining premium design with practical performance. Suitable for urban professionals and multigenerational families, it features a 5+2 seating configuration with three flat-folding rows for flexible passenger and cargo use. With up to 1,130 liters of luggage space available, the S09 is particularly well-suited for longer journeys and family travel. Another feature UAE residents will appreciate is the CN95 air filter and ventilation system, which captures harmful particles to keep cabin air clean.
Safety Across the Range
Safety is a consistent focus across the SOUEAST SUV lineup. Standard and available features include airbags, Adaptive Cruise Control, Autonomous Emergency Braking, Lane Keep Assist, Lane Departure Warning, Forward Collision Warning, Blind Spot Detection, and High Beam Assist. These features ensure drivers feel safe and in control, whether in urban traffic or on highways.
Reliability Built on Trust & Support
Beyond mechanical engineering, reliability also comes from the peace of mind provided by dependable after-sales care. In the UAE, SOUEAST supports owners through structured warranty coverage, access to genuine spare parts, and roadside assistance designed for local driving conditions.
This focus on long-term ownership support reflects a broader shift in how Chinese cars in the UAE are positioned, as it places equal emphasis on service, accessibility, and customer reassurance. As a result, SOUEAST continues to earn credibility among drivers seeking dependable, well-supported vehicles in the growing Chinese automotive segment.
Affordability Without Compromise
Transparent and competitive pricing is a key advantage of SOUEAST SUVs. In a market where advanced features and modern design often carry a premium price, SOUEAST positions its models to remain accessible to a wider range of buyers without compromising everyday usability or safety.
Below are indicative starting prices for popular SOUEAST models in the UAE market:
- S06 – From AED 69,000
- S07 – From AED 79,000
- S09 – From AED 119,000
Terms and conditions apply. Pricing may vary depending on trim level, specifications, and dealer offers.
Driving Into the Future
As SOUEAST looks toward 2026, the focus is on expanding its presence and deepening the trust of customers through thoughtful innovation. The growing confidence in a Chinese SUV as a family-friendly choice is taken seriously, with every vehicle designed to make each journey smooth, safe, and enjoyable, from the first drive off the showroom floor to thousands of kilometers on the open road.
Explore the latest SOUEAST models and find the SUV that fits your lifestyle. You can browse online or reach out to our team for guidance and more information.
