As the dealer expands brand reach
Soueast, the automaker owned by Chinese state-owned car manufacturer Chery Group, has a new retail showroom in Deira, Dubai, opened on August 16, 2025, in partnership with its exclusive UAE dealer Elite Group Holding.
The showroom aims to bring the Chinese automotive brand’s latest S06, S07 and S09 models closer to customers in the Gulf emirate, which is seeing growing consumer interest in Chinese automotive brands, including ICE, EV, PHEV and hybrid vehicles.
The Deira site is Soueast’s most recent UAE outlet. It follows earlier efforts to establish a local presence, including a launch event at Burj Al Arab in January 2025. That event introduced the S06 DM hybrid, S07, and S09 to the UAE market.
These models are now on display in Deira. The S06 is a compact crossover SUV offered with conventional petrol and hybrid powertrains. It measures 4,616 mm long, 1,910 mm wide and 1,690 mm tall, riding on a 2,720 mm wheelbase. Features include LED lighting, a panoramic sunroof, a 15.6-inch touchscreen, dual-zone climate control, and available Sony-brand eight-speaker audio.
The S07 is a larger, mid-size C+ SUV. Its exterior features a “Starry Digital Grille,” continuous LED light strips and a 62-inch panoramic sunroof. It offers multiple powertrains—petrol, HEV, and PHEV variants—and is equipped with a dual 12.3-inch digital display, multi-zone climate control with rear seat controls, voice assistant functionality, Apple CarPlay and Android Auto, and optional advanced ADAS including level 2 driver assistance.
The S09 is a D-segment premium SUV designed for urban elites. It spans 4,858 mm in length, 1,925 mm in width and 1,780 mm in height, with a 2,850 mm wheelbase. Multiple powertrain options are available—including 1.6‑litre and 2.0‑litre turbocharged engines, a plug-in hybrid, and dual‑clutch or automatic transmissions. Safety and connectivity systems include adaptive cruise control, autonomous emergency braking, lane-keep assist, blind-spot monitoring, tyre-pressure monitoring, and a 540-degree vision system. Interiors offer a 12.3-inch instrument panel, 15.6-inch central touchscreen, ventilated and heated seats, and optional five‑ or seven-seat layouts.
Regionally, the UAE automotive sector has shown steady growth over recent years, with demand for SUVs and hybrids rising amid increasing urbanisation and sustainability goals. Hybrid and EVs now account for a growing share of registrations, as the UAE pushes ahead with its Net Zero by 2050 strategic initiative.
Soueast and Elite Group say the new Deira showroom is aligned with this shifting consumer landscape. The move adds to Soueast’s global footprint, which spans more than 30 countries and regions and 144 sales outlets across Asia, the Middle East, Africa, and Latin America.
Elite Group Holding, which already opened a Soueast showroom on Sheikh Zayed Road in central Dubai and offers a 10-year or 1‑million‑kilometre warranty on all Soueast models, sees the Deira showroom as a further step in making the brand more accessible across the UAE.
The report on the Deira opening does not include sales targets or visitor figures. However, regional analysts say physical presence remains essential for building brand awareness in the Gulf’s competitive SUV segment, primarily as Chinese manufacturers aim to gain ground against established Japanese and European brands.
Hero image: All-new Soueast models on display at the Soueast Deira showroom on August 16, 2025. Credit: Arnold Pinto
