Positioned for Growth: Elie Nehme on SOUEAST’s Long-Term Vision for the UAE

As SOUEAST officially entered the UAE market in 2025, the brand is positioning itself as a value-driven yet technology-focused contender in the country’s highly competitive SUV segment. With a growing lineup that includes petrol and plug-in hybrid models, along with a clear emphasis on modern design and advanced features, SOUEAST has outlined an ambitious roadmap for the region.

We spoke to Elie Nehme, Senior General Manager of SOUEAST UAE, to discuss the brand’s identity and long-term vision, the models most relevant to local buyers, the role of electrified mobility, and how SOUEAST plans to build a strong presence in a market dominated by established players.

SOUEAST is entering a competitive SUV market in the UAE. How would you describe the brand’s identity and long-term vision, and how do you see it resonating with customers in this region?

SOUEAST’s identity is built around intelligent, accessible mobility that blends modern design, advanced technology, and exceptional value. Our long-term vision is aligned with our “Ease Your Life” philosophy, making daily mobility smarter, more efficient, and more enjoyable.

In the UAE, customers value innovation, practicality, and reliability. SOUEAST resonates strongly because we deliver the features and performance customers expect from established brands, while remaining accessible and future-focused with our expanding petrol and plug-in hybrid lineup.

SOUEAST has introduced several models to the UAE lineup. Which models do you see as most relevant to local buyers, and how do they address the unique preferences and driving conditions of this market?

Each SOUEAST model is designed to meet the diverse needs of UAE drivers. The S06 offers agile handling, modern design, advanced safety features, and strong efficiency, making it well-suited for both daily city driving and comfortable inter-emirate travel. For customers who prioritise space, comfort, and safety, the S07 and S09 provide the versatility and performance required by families and long-distance commuters.

Our plug-in hybrid lineup, including the S06DM and the upcoming S08DM, appeals to drivers seeking advanced, future-ready mobility solutions. These models deliver strong performance with long driving range and lower fuel usage, a major advantage considering the combination of heavy city traffic and frequent highway travel across the UAE.

With the preview of the all-new S08DM during the Abu Dhabi showroom opening, which features do you believe will most strongly attract UAE buyers?

The S08DM represents the next evolution of smart, sustainable mobility for SOUEAST. Its seven-seat configuration, dual-mode technology, and impressive performance – 355 horsepower and 530Nm torque, make it an ideal SUV for families who need power, efficiency, and comfort.

Its plug-in hybrid capability will strongly appeal to UAE customers who want lower running costs without sacrificing performance or versatility. We believe the S08DM will become one of our most in-demand models when it launches next year.

How does SOUEAST position its models in terms of pricing and value compared to established competitors in the UAE market?

SOUEAST is positioned as an accessible yet premium alternative in the SUV market. We provide advanced safety systems, modern technologies, and high-quality at a price point that delivers exceptional value. 

Our strength lies in offering customers more features and more innovation for better value, supported by Elite Group Holding’s strong after-sales network. This value-driven approach is a major differentiator and a key reason we are gaining momentum in the UAE.

Looking ahead, what is your strategy for expanding SOUEAST’s presence in the UAE? Can customers expect new models, more showrooms, or after-sales initiatives as part of your growth plans?

Our strategy is centred on accessibility, customer experience, and long-term presence. The opening of our new Abu Dhabi showroom is a major step forward, and we are planning additional showrooms and service centres across the remaining emirates in the coming year.

We will continue expanding our product lineup with new plug-in hybrid and petrol models, including the highly anticipated S08DM. Strengthening after-sales service remains a priority—we are investing in service capacity, parts availability, and customer convenience to ensure a seamless ownership experience.

Our goal is to build SOUEAST into one of the UAE’s most trusted and forward-thinking automotive brands.