SOUEAST enters KSA market amid a national push for sustainable mobility, set to redefine automotive landscape
In the recent years, Chinese automotive brands have been gaining strong traction in Saudi Arabia, offering a compelling mix of affordability, innovation, and technology that aligns well with the Kingdom's rapidly evolving consumer preferences. As Saudi Arabia pushes forward with Vision 2030 and its ambitious goals to diversify the economy and localize industries, the automotive sector has become a key focus area, opening avenues for new players that deliver modern, sustainable mobility solutions.
Saudi Arabia aims to achieve 30 percent electric vehicle (EV) fleet penetration in Riyadh by 2030 as part of its vision to reach net-zero emissions by 2060. Moreover, the Kingdom's automotive sector is expected to expand at an annual growth rate of 12 percent by 2030, bolstered by strategic investments in local manufacturing, introduction of innovative and sustainable mobility solutions, and the presence of a highly skilled workforce.
Amid the KSA automotive sector's ongoing growth, SOUEAST has strategically entered into the Saudi market with the opening of its flagship showroom in Riyadh as well as the launch of its new models - S06, S07, and S09, which are designed to meet the diverse needs of Saudi consumers and redefine urban light mobility.
Recognizing Saudi Arabia as one of the largest and most dynamic automotive markets in the Middle East and GCC region, SOUEAST has made it a strategic priority to strengthen its presence in the Kingdom. The company's new local subsidiary empowers it to manage all operations directly. This move, according to Ke Chuandeng, President of SOUEAST International, will enable SOUEAST to better understand market demands, respond more quickly, and provide products and services tailored to local consumers.
In an interview at the official launch, Ke Chuandeng stated: 'Operating through a local subsidiary enhances long-term competitiveness in product development, after-sales service responsiveness, and resource integration. This agility is critical for adapting to market shifts and evolving consumer behaviour. Moreover, our brand focuses on the concept of 'warm tech', which prioritizes user-friendliness, aligning with the expectations of Saudi consumers.'
Ke Chuandeng further shared the company's plans for the Kingdom, the brand's global strategy, design philosophy, and its roadmap ahead. To strengthen regional relevance, SOUEAST is accelerating the establishment of the Middle East Research Institute, which will focus on forward-looking design and localized R&D capabilities. The company is also investing in stronger after-sales support by efficiently managing large-scale infrastructure, including its spare parts centre, and ensuring 48-hour delivery across the country through key partnerships. This move is an integral step in the company's ambitious vision to achieve long-term success in the KSA market.
The showroom is strategically located in Riyadh's main auto street to enhance customer accessibility, strengthen the company's local footprint and attract potential buyers seeking to experience the brand. It provides a diverse range of services like vehicle displays, test drives, purchases, spare parts and after-sales. Moreover, visitors can explore SOUEAST's diverse range of models, which are meticulously designed for distinct user types.
For instance, the S06 model features a compact and highly fashionable design, targeting the younger generation. On the other hand, the S07 is a more versatile model, designed to serve as a family car or an urban SUV, which is suitable for daily use, ensuring both comfort and functionality. The S09 is the company's largest model to date and features seven seats to accommodate large families, aligning with the lifestyle of Saudi residents. It also comes with spacious interiors for enhanced comfort and easy movement. In addition, these models' performance has been enhanced after conducting high-temperature durability tests, optimizing air conditioning efficiency and component heat resistance, and ensuring maximum reliability in the region´s hot weather.
On the sustainability front, SOUEAST has already adopted advanced technologies in the field of new energy vehicles, leveraging China's position as one of the leading developers of energy cars. Moreover, with sustainable development emerging as a global priority, the Saudi government is striving to promote advanced technologies, reduced oil consumption and adoption of new energy vehicles. Recognizing this, SOUEAST remains equally focused on advancing both long-term environmental responsibility and engineering durability.
Ke stated: 'Along with continued investment in the development of next-generation, ultra-high-efficiency internal combustion engines, we are placing a strong focus on electrification, advancing next-generation electric drive motors, next-generation batteries, and green energy replenishment technologies.'
He further stated: 'We also plan to introduce new energy vehicles including EVs, plug-in hybrid electric vehicles (PHEVs), and range extender EVs to the Saudi market, in the future. For instance, to support sustainable mobility in Saudi Arabia, the S06 DM, featuring hybrid tech, will be launched in July. This will pave the way for enhanced driving experiences, improved fuel efficiency and superior customer satisfaction.'
With over 4,000 SKUs in stock, SOUEAST offers 100 percent coverage of commonly used parts, while ensuring 24-hour order processing and 48-hour nationwide delivery, through partnerships with Saudi Arabia's top logistics provider. The brand currently operates five sales and service networks in Saudi Arabia, with plans to expand to 25 within the next three years, steadily improving market coverage and user reach. The company also aims to further explore local assembly and manufacturing in line with market demands, to enhance service capacity and support the local automotive industry.
Along with a highly qualified local operations team, the brand offers robust after-sales support, including up to three years or 60,000 kilometres of free maintenance, roadside assistance for six years, as well as a vehicle warranty of up to six years or 200,000 kilometres. SOUEAST also provides engine and powertrain support for over 10 years or up to 1,000,000 kilometres, demonstrating the brand's commitment to its motto: 'Easy to use. No worry for the usage, no worry for the warranty, no worry for the quality, no worry.'
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