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By
Punith Bharadwaj
August 19, 2025
, 4 Min Read
Auto News, Dubai, Soueast, UAE
Elite Group Holding, the exclusive dealer of Soueast in the UAE, has opened a new retail showroom in Deira, Dubai, on 16 August 2025. This marks the brand’s second showroom in the emirate, following its outlet on Sheikh Zayed Road.
Soueast opened a second Dubai showroom in Deira, showcasing its S06, S07, and S09 SUV models. Operated by Elite Group Holding, the showroom offers customer amenities like a coffee bar and play area, and supports the brand's expansion in the UAE's growing SUV and hybrid vehicle market. This move strengthens Soueast's presence and aims to capitalize on the increasing demand for sustainable vehicles aligned with the UAE's Net Zero 2050 initiative.
The new opening comes after Soueast’s official introduction to the UAE market in January 2025, when the company presented the S06 DM hybrid, S07 and S09 at a launch event at the Burj Al Arab. With the Deira site now operational, the automaker has strengthened its physical presence in the city.
All three of Soueast’s latest models are available for viewing in Deira:
The new Soueast showroom is designed to provide a premium experience. Facilities include:
The UAE market continues to show strong demand for SUVs and growing interest in hybrids and electric vehicles. This trend is driven by urbanisation and sustainability goals under the Net Zero by 2050 initiative. Chinese brands, including Soueast, are leveraging this momentum to expand their presence and compete with Japanese and European automakers.
Elite Group Holding has positioned Soueast with long-term customer support, including a 10-year or 1-million-kilometre warranty on all models. With two showrooms now operating in Dubai, the group aims to make the brand more accessible across the emirate.
Physical showrooms remain important in the Gulf market. Beyond sales, they help build brand awareness and customer trust in a competitive SUV segment.
Find the best Koenigsegg 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.
The new Soueast showroom is located in Deira, Dubai. It is operated by Elite Group Holding, the brand’s exclusive UAE dealer, and showcases the latest S06, S07, and S09 models.
Soueast currently offers the S06 compact SUV, S07 mid-size SUV, and S09 premium SUV in the UAE. These models are available with petrol, hybrid, and plug-in hybrid powertrains.
The Deira showroom includes display areas for all three models, a coffee bar for visitors, and a small play area for children, designed to enhance the customer experience.
Yes, Elite Group Holding offers a 10-year or 1-million-kilometre warranty on all Soueast vehicles sold in the UAE, covering both petrol and hybrid models.
Soueast is expanding in Dubai to meet the rising demand for SUVs, hybrids, and EVs in the UAE. The expansion supports the country’s Net Zero by 2050 goals and growing consumer interest in Chinese automotive brands.
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