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Chinese automaker Soueast announced the launch of a new phase in the Saudi market during the unveiling ceremony of its all-new Soueast S08 DM, alongside the signing of several agreements with partners and dealers across different regions of the Kingdom, under the slogan: “Drive The New Era – For Those Who Lead the Vision.” The event was held in Jeddah at Park Hyatt Jeddah, in the presence of distinguished partners, representatives of the automotive sector, media professionals, and social media influencers. A strategy beyond traditional car salesThe General Manager of Soueast Saudi Arabia Ronney Zhang affirmed that the Saudi market is one of the strongest and most dynamic in the region. He noted that the company brings over 30 years of manufacturing experience since its establishment in China in 1995, before gradually expanding into global markets. He said that the brand relaunched itself globally in 2024 as part of a new phase of development and expansion, and has since entered approximately 46 countries worldwide. He emphasized that the company’s strategy in Saudi Arabia goes beyond vehicle sales, focusing instead on building a fully integrated ecosystem that includes a strong distribution network, advanced logistics infrastructure, and a comprehensive customer experience that begins with product quality and extends to after-sales services. He added: “We believe Saudi Arabia is a promising market, especially given its vibrant youth population and cultural alignment that facilitates long-term partnerships. Establishing our regional headquarters in the Kingdom will enhance decision-making speed and bring us closer to our customers.” Products tailored to the Saudi marketRegarding the product lineup, he stated that the company has launched several models, including S06, S07and S09, in addition to the new S08 DM, with plans to introduce further models in the upcoming phase. He confirmed that the vehicle designs have been tailored to meet the specific needs of the Saudi market, including climate conditions, while also addressing the preferences of women drivers and young customers by offering an easy driving experience, flexible control systems, and clear, user-friendly dashboards. Infrastructure to ensure customer confidenceFor his part, Sales Director Faisal Shihaz stated that the company has established a large-scale spare parts center in Jeddah covering more than 10,000 square meters, with a parts availability rate of up to 96% and delivery within a maximum of 48 hours, ensuring customer convenience and strengthening post-purchase confidence. He added that Soueast has established more than 12 service centers across the Kingdom, including in Riyadh, Jeddah and Dammam, to ensure accessibility and service reliability nationwide. He emphasized that one of the main challenges facing new brands is spare parts availability, noting that the company prioritized building its logistics infrastructure in Saudi Arabia prior to the official launch—reflecting its long-term commitment to the local market. It is worthy to note that Soueast and Jetour are brother brands sharing technologies and platforms, reflecting Soueast’s affiliation with a trusted industrial group and offering the Saudi market a new choice that combines quality, innovation, and reliability.
