Chinese automaker Soueast UAE has expanded its national presence with the opening of a new showroom in the capital, marking its third retail outlet under Elite Group Holding. The new 520-square-metre facility in Abu Dhabi follows the success of its earlier showrooms in Dubai’s Sheikh Zayed Road and Deira.
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Chinese automaker Soueast UAE has expanded its national presence with the opening of its third showroom in Abu Dhabi, under Elite Group Holding. This new 520-square-metre facility aims to strengthen the brand’s foothold in the UAE’s competitive automotive market, displaying its latest SUV models, enhancing customer experience, and aligning with the country’s sustainable mobility goals.
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What does the new Abu Dhabi showroom offer?
The opening signals the brand’s intent to strengthen its foothold in the UAE’s competitive automotive market. The showroom, which opened on September 15, 2025, displays the brand’s latest models: the S06, S06 DM (PHEV), S07, and S09.
It also includes a café, a children’s play area, an accessories section, and reserved parking for visitors, reflecting Soueast’s focus on enhancing customer experience. To celebrate the launch, the brand has introduced short-term offers and giveaways across its entire range.
What new model was revealed during the launch?
During the event, Soueast previewed the All-New S08DM, a seven-seat plug-in hybrid SUV scheduled for launch early next year. The model combines 355hp and 530Nm of torque, using dual-mode hybrid technology aimed at balancing power and fuel efficiency.
Why is Abu Dhabi an important step for the brand?
Industry analysts note that Abu Dhabi represents a key market for growth due to its strong demand for SUVs and sustainable mobility options. The expansion also aligns with Elite Group Holding’s strategy to extend the brand’s presence across all Emirates.
Elie Nehme, Senior General Manager, Soueast UAE, said, “The opening of our new showroom in Abu Dhabi marks a proud and strategic milestone in Soueast UAE’s growth journey. Abu Dhabi represents a dynamic and forward-thinking market, and this expansion strengthens our commitment to innovation, sustainability, and customer experience.”
The brand plans to open additional showrooms across other Emirates later this year and next, supporting Elite Group Holding’s long-term vision of reshaping the regional automotive landscape.
What models does Soueast UAE currently offer?
Soueast S06 – Starting from AED 69,000
The S06 is a compact five-seater SUV powered by a 1.5-litre turbocharged petrol engine producing 197 hp and 285 Nm of torque, paired with a 7-speed dual-clutch transmission (DCT).
Inside, it offers a 12.3-inch infotainment screen, a 7-inch digital cluster, and wireless phone mirroring. Premium finishes include leatherette seats and soft-touch panels. Safety features include six airbags, lane departure warning, rear cross-traffic alert, and a 360° surround camera, earning it a CN-CAP five-star safety rating.
Soueast S06 DM (PHEV) – Starting from AED 109,000
The S06 DM is the plug-in hybrid version of the S06, combining a 1.5-litre petrol engine with an electric motor for a total system output of 255 hp and 350 Nm of torque. It offers up to 85 km of pure electric range and features dual-mode drive control for optimised efficiency.
It retains the same well-equipped interior, with an intelligent dual-screen layout, smart climate control, and OTA (over-the-air) software updates. Safety systems include adaptive cruise control, lane keeping assist, traffic jam assist, and automatic emergency braking for everyday safety and comfort.
Soueast S07 – Starting from AED 79,000
The S07 is a mid-size SUV combining comfort and innovation. It uses a 1.5-litre turbo engine that delivers 197 hp and 285 Nm of torque, coupled to a 7-speed DCT. Its interior features a 14.6-inch touchscreen, dual-zone automatic climate control, and ambient lighting. The seats are ventilated and power-adjustable, designed for long journeys.
Technology highlights include adaptive cruise control, voice-command functionality, and a digital key system. Safety equipment includes blind-spot detection, driver attention alert, and auto emergency braking.
Soueast S09 – Starting from AED 109,000
The S09 serves as the brand’s flagship SUV, combining luxury and performance. It runs on a 2.0-litre turbocharged petrol engine producing 255hp and 390Nm of torque, paired with a 7-speed wet-type DCT and optional all-wheel drive.
Its interior boasts Nappa leather upholstery, a 15.6-inch infotainment screen, 12-speaker premium audio, and a panoramic sunroof. Safety technology includes level-2 advanced driver assistance systems (ADAS) such as lane centring assist, collision mitigation, smart parking assist, and traffic sign recognition, offering a premium yet secure driving experience.
Here are more details about the Soueast cars sold in the UAE.
How does this expansion align with the UAE’s mobility goals?
Soueast UAE’s growing presence fits within the UAE’s wider shift towards innovation and sustainability in transport. With plug-in hybrid models already available and new electric models planned for 2026, the brand aims to play a key role in the country’s move towards cleaner and smarter mobility.
Elite Group Holding’s long-term plan includes expanding showrooms in other Emirates, strengthening Soueast’s footprint as one of the rising Chinese automotive brands in the Middle East.
Find the best Soueast cars for sale in the UAE.
Stay tuned to UAE’s most popular auto blog for more information about the latest happenings in all of the Emirates.
FAQs
What is Soueast UAE?
Soueast UAE is a Chinese automotive brand under Elite Group Holding. It offers a range of modern SUVs in the UAE, blending technology, design, and hybrid powertrains focused on accessible and sustainable mobility.
Where is the new Soueast showroom located in Abu Dhabi?
The new Soueast UAE showroom is located in Abu Dhabi and spans 520 square metres. It features the full vehicle lineup, customer lounge, café, kids’ area, and parking facilities, offering a premium and family-friendly retail experience.
What models does Soueast sell in the UAE?
Soueast’s UAE lineup includes the S06, S06 DM (PHEV), S07, and S09 SUVs, with prices starting from AED 69,000. The upcoming S08DM hybrid SUV will join the range early next year.
What is special about the Soueast S08DM?
The Soueast S08DM is an upcoming seven-seater plug-in hybrid SUV producing 355hp and 530Nm of torque. It combines performance and efficiency using dual-mode hybrid technology, reflecting the brand’s shift toward sustainable mobility.
Who owns Soueast UAE?
Soueast UAE operates under Elite Group Holding, which manages the brand’s regional operations, distribution, and showroom network. The partnership focuses on expanding Soueast’s footprint across the Emirates through modern, eco-friendly automotive solutions.
Chinese automaker Soueast UAE has expanded its national presence with the opening of a new showroom in the capital, marking its third retail outlet under Elite Group Holding. The new 520-square-metre facility in Abu Dhabi follows the success of its
