Page 9 - SOUEAST PR Report - June 2025

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,

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