Elite Group Holding Opens Jetour and SOUEAST Multi-Brand Showrooms in Al Ain and Ajman

Elite Group Holding, the exclusive partner and official distributor of Jetour and SOUEAST in the UAE, has announced the opening of its first dedicated multi-brand showrooms in Al Ain and Ajman, marking a key step in the company’s expansion strategy across the Emirates.

The Ajman showroom officially opened on February 10, followed by the Al Ain facility on February 15, with launch events held at both locations. The new facilities introduce a modern multi-brand retail concept, allowing customers to explore Jetour and SOUEAST models under one roof in a single integrated environment.

Strategically positioned to serve growing automotive hubs beyond Dubai, both showrooms are designed to improve accessibility and customer convenience. Each location showcases the full model lineups from both brands and includes a fully equipped service centre, dedicated brand consultants, customer lounges and tailored sales services. The Ajman showroom spans 2,100 square metres, while the Al Ain facility covers 2,300 square metres.

Opening ceremonies in both cities included ribbon-cutting events attended by representatives from Jetour, SOUEAST and Elite Group Holding. 

Commenting on the expansion, Group CFO Mr Haroon Hayat said: “As customer expectations continue to evolve, demand is growing for automotive retail that feels accessible, experience-led, and offers greater choice and flexibility for customers to compare and explore. Our expansion reflects that shift, allowing us to stay closer to our customers while strengthening the presence of both brands across key markets in the UAE. These new showrooms form part of a wider ecosystem designed to support long-term growth, deeper customer engagement, and our vision for building strong, future-ready automotive retail.”

Among the highlights on display is the newly launched SOUEAST S08DM, a 7-seater plug-in hybrid SUV that produces 355 hp and 530 Nm of torque using a dual-mode hybrid system. Designed with family buyers in mind, the S08DM combines practicality with premium-oriented features and a focus on efficiency.

Also showcased is the Jetour G700, positioned as a premium off-road SUV. The G700 delivers up to 904 PS of combined power and 1,135 Nm of torque, with a claimed 0–100 km/h time of 4.6 seconds and a total driving range of up to 1,000 km. Interior features include massage seats, advanced air filtration, a panoramic sunroof, a 35.4-inch display and an 18-speaker Dolby Atmos sound system.

Elite Group Holding has confirmed that further expansion is planned, with additional showrooms in Ras Al Khaimah and Fujairah set to follow as part of its wider UAE growth strategy.