Because the vendor expands model attain
Soueast, the automaker owned by Chinese language state-owned automobile producer Chery Group, has a brand new retail showroom in Deira, Dubai, opened on August 16, 2025, in partnership with its unique UAE vendor Elite Group Holding.
The showroom goals to deliver the Chinese language automotive model’s newest S06, S07 and S09 fashions nearer to prospects within the Gulf emirate, which is seeing rising shopper curiosity in Chinese language automotive manufacturers, together with ICE, EV, PHEV and hybrid automobiles.
The Deira website is Soueast’s most up-to-date UAE outlet. It follows earlier efforts to ascertain a neighborhood presence, together with a launch occasion at Burj Al Arab in January 2025. That occasion launched the S06 DM hybrid, S07, and S09 to the UAE market.
These fashions are actually on show in Deira. The S06 is a compact crossover SUV provided with standard petrol and hybrid powertrains. It measures 4,616 mm lengthy, 1,910 mm huge and 1,690 mm tall, driving on a 2,720 mm wheelbase. Options embrace LED lighting, a panoramic sunroof, a 15.6-inch touchscreen, dual-zone local weather management, and accessible Sony-brand eight-speaker audio.
The S07 is a bigger, mid-size C+ SUV. Its exterior encompasses a “Starry Digital Grille,” steady LED mild strips and a 62-inch panoramic sunroof. It affords a number of powertrains—petrol, HEV, and PHEV variants—and is supplied with a twin 12.3-inch digital show, multi-zone local weather management with rear seat controls, voice assistant performance, Apple CarPlay and Android Auto, and non-compulsory superior ADAS together with degree 2 driver help.
The S09 is a D-segment premium SUV designed for city elites. It spans 4,858 mm in size, 1,925 mm in width and 1,780 mm in top, with a 2,850 mm wheelbase. A number of powertrain choices can be found—together with 1.6‑litre and a couple of.0‑litre turbocharged engines, a plug-in hybrid, and twin‑clutch or automated transmissions. Security and connectivity methods embrace adaptive cruise management, autonomous emergency braking, lane-keep help, blind-spot monitoring, tyre-pressure monitoring, and a 540-degree imaginative and prescient system. Interiors provide a 12.3-inch instrument panel, 15.6-inch central touchscreen, ventilated and heated seats, and non-compulsory 5‑ or seven-seat layouts.
Regionally, the UAE automotive sector has proven regular development over current years, with demand for SUVs and hybrids rising amid growing urbanisation and sustainability objectives. Hybrid and EVs now account for a rising share of registrations, because the UAE pushes forward with its Internet Zero by 2050 strategic initiative.
Soueast and Elite Group say the brand new Deira showroom is aligned with this shifting shopper panorama. The transfer provides to Soueast’s international footprint, which spans greater than 30 nations and areas and 144 gross sales shops throughout Asia, the Center East, Africa, and Latin America.
Elite Group Holding, which already opened a Soueast showroom on Sheikh Zayed Street in central Dubai and affords a 10-year or 1‑million‑kilometre guarantee on all Soueast fashions, sees the Deira showroom as an extra step in making the model extra accessible throughout the UAE.
The report on the Deira opening doesn’t embrace gross sales targets or customer figures. Nonetheless, regional analysts say bodily presence stays important for constructing model consciousness within the Gulf’s competitive SUV segment, primarily as Chinese language producers purpose to realize floor in opposition to established Japanese and European manufacturers.
Hero picture: All-new Soueast fashions on show on the Soueast Deira showroom on August 16, 2025. Credit score: Arnold Pinto