SOUEAST UAE, distributed by Elite Group Holding, has launched the all-new SOUEAST S08DM in the UAE. The seven-seater plug-in hybrid SUV enters the market with a focus on combining performance, efficiency and practicality for family buyers.
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.
For the Autumn/Winter 2026/2027 season, Dubai Fashion Week (DFW) marked the return of SOUEAST as its Exclusive Official Automotive Partner, following a highly successful collaboration during the SS25/26 season. The renewed partnership once again highlighted SOUEAST’s commitment to fostering cross-industry synergy between automotive innovation and creative expression, blending international brand influence with local cultural identity to help drive the Middle East’s fashion sector forward.
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 UAE, the Chinese automotive brand known for producing technologically advanced SUVs, has officially opened its third UAE showroom, located in Abu Dhabi, marking another key milestone in its regional expansion under Elite Group Holding.
Elite Group Holding has launched ART Elite Car Rental, a new subsidiary offering flexible, all-inclusive vehicle leasing services. The UAE-based conglomerate — an exclusive partner of Soueast and Jetour in the UAE — is kicking off the initiative with Soueast vehicles available for immediate leasing. Jetour models are set to join the lineup in the coming months.
As the holy month of Ramadan approaches, automotive enthusiasts in the UAE can anticipate an array of exciting car deals from top manufacturers. This season, brands are rolling out exclusive promotions, including zero-percent financing, extended warranties, complimentary services, and substantial cash discounts, making it an excellent time to invest in a new vehicle.
Whether you’re looking for a luxury sedan, a reliable SUV, or a budget-friendly daily driver, this guide highlights the best Ramadan car offers available in the UAE for 2025.
SOUEAST marked a milestone by successfully launching its brand-new vehicle lineup at Dubai’s iconic Burj Al Arab, the world’s first seven-star hotel. Nearly 100 prominent guests attended the event, including UAE government officials, SOUEAST executives, and Elite Group Holding.