During the event, Mr. Ke, President of SOUEAST International presented our strategy. He highlighted Saudi Arabia's automotive market potential, noting high vehicle ownership (1.8 vehicles per household) and a young population (70% under the age of 35) as key drivers of demand for smart, personalized vehicles aligned with SOUEAST's “EASE YOUR LIFE” vision. He noted that Saudi Arabia’s need to upgrade its smart transportation and new energy infrastructure aligns with SOUEAST's expertise in NEVs and intelligent technology, positioning the brand to meet the preferences of young Saudi Arabia customers and expand our broader market appeal.

At the launch event, SOUEAST announced a brand partnership with popular local actor Tareq Al-Harbi. Known for his strong connection with 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. The collaboration marks an important step in establishing SOUEAST's presence in this dynamic market.

Three Prominent Models Debut, Meeting Diverse Mobility Needs

Three new models were launched at the event: the S09, a flagship smart premium D-class SUV, redefines spacious luxury with its commanding  dimensions: 4,858mm in length, 1,925mm in width, and 1,780mm in height, and a 2850 mm wheelbase. Featuring a robust 2.0T turbocharged engine and a roomy interior, it caters to urban elites with its aesthetic design, intelligent driving features, and luxurious amenities—embodying our brand's highest standards.

The S07, an urban intelligent C-class SUV, skillfully combines practicality and style for style-conscious urban youth. Beyond its sleek design and comfortable interior, it delivers intelligent features including 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—offering luxury-grade connectivity and safety.

The S06, a stylish urban SUV, features a dynamic and modern design, highly practical smart technologies, and a digital driving experience. Tailored for the young and energetic urban crowd, it delivers a vibrant and personalized mobility experience. It is equipped with L2 intelligent assisted driving system and a 360° panoramic visual parking assist, enhancing both safety and driving pleasure.

Deepening Local Market Penetration, Promoting Comprehensive Localized Operations

We have detailed our strategic development plan  for  Saudi Arabia, with the goal of expanding our sales network to 25 outlets over the next three years—all offering comprehensive services including 3 years/60,000 km free maintenance, 6-year roadside assistance, 6 years/200,000 km vehicle warranty, and 10-year/1 million km lifetime engine warranty. we will also collaborate with Saudi partners to co-create sustainable mobility ecosystems and deliver full-chain “EASE” services, positioning ourselves as a trusted partner for users.

We have officially launched our Saudi subsidiary and unveiled our  market strategy, reinforcing our long-term commitment to the Middle East. we aim to strengthen our presence in the region while supporting Saudi Arabia’s vision for modern transportation. Additionally, the all-new S06 DM is set to debut in July in this region, offering an exciting new option for young customers.