SOUEAST Officially Launches in Saudi Arabia, Unveils 3 New Smart Models

SOUEAST, the emerging Chinese automotive brand, has officially launched its Saudi branch, marking a key step in its Middle East expansion strategy. During the “EASE YOUR LIFE” event, the company unveiled three new smart SUV models from its S-Series:
S09, S07, and S06.

Speaking at the launch, Mr. Ki, President of SOUEAST International, emphasized the great potential of the Saudi market, driven by a high vehicle ownership rate and a youthful demographic — over 70% under the age of 35 — aligning perfectly with the brand’s urban-smart vehicle offerings.

🔹 Highlight Models Introduced:

S09: Premium D-segment SUV with a 2.0T turbo engine, spacious luxury interior

S07: Stylish C-segment SUV with ADAS, 12.3” dual screens, smart features

S06: Compact urban SUV with L2 autonomous features and 360° panoramic view

The event also revealed a brand partnership with Saudi actor Tareq Al Harbi, whose vibrant and youth-friendly persona aligns with SOUEAST’s brand identity in the Kingdom.

🛠️ Localization Strategy: “In Saudi, For Saudi”

SOUEAST’s long-term plan includes:

Establishing a Middle East R&D Center

Launching a regional parts & service hub

Expanding to 25 integrated sales & service centers in 3 years

Deploying a “3-hour response circle” across key cities

🛡️ Comprehensive Service Commitments:

3 years or 60,000 km free maintenance

6 years or 200,000 km vehicle warranty

10 years or 1 million km lifetime engine warranty

The company also announced the upcoming launch of the all-new S06 DM in July 2025, further reinforcing its commitment to sustainable mobility solutions tailored to the Saudi market and aligned with Vision 2030.