South East (Fujian) Motor Co., Ltd., trading as Soueast, is a Chinese automobile manufacturer based in Fuzhou, Fujian, a subsidiary of Chery. It conducts production and sale of passenger vehicle under the Soueast marque.Soueast Motor wins Iranian export deal chinadaily.com.cn, 2008-01-04]
It used to manufacture Mitsubishi brand passenger cars for sale in mainland China, a joint venture between China Motor Corporation (25%), Fujian Motor Industry Group (50%) and Mitsubishi Motors (25%), before Mitsubishi's exit in 2021 and acquisition by Chery in 2024.Activities by Region, Asia, 2009 Mitsubishi Official SiteAffiliated Companies - South East (Fujian) Motor Co., Ltd. Yulon Group Official Site
The name "Soueast" merges "South" and "East" (from China's southeast Fujian Province), symbolizing its history and culture. Now, it also stands for "Soul Ease" – promoting an ease lifestyle.
History Before 2024
Soueast was founded in November 1995 as a joint venture between China Motor Corporation and Fujian Motor Industry Group.About Us - History South East Motor Official Site Mitsubishi became a partner in the joint venture in 2006.Mitsubishi Motors to invest in South East (Fujian) Motor Co., Ltd. of China Mitsubishi Official Site, April 12, 2006
In April 2008, Soueast was awarded a contract to supply 5,700 Delica minibuses to the Iranian Mehreghan Co.1.6 Mitsubishi ASX flying into China soon chinacartimes.com, December 6, 2010 In the same year, Jackie Chan was signed on as a Mitsubishi brand ambassador for Mainland China markets.Business in brief - Mar. 25 people.com.cn, March 25, 2008
As of early 2011, Soueast had an annual production capacity of around 180,000 units, which rose to 300,000 with the completion of construction that may have finished by early 2012.Production capacity figures may consider engines and vehicles as discrete.
Soueast Motor reached its sales peak in 2017, selling 150,000 units that year.
In May 2021, Mitsubishi announced its withdrawal from Southeast Motor, ending 26 years cooperation.
The company was acquired by Chery in 2024 and is currently producing Jetour vehicles.
Present
On April 29, 2024, Soueast Motor held a Global Investment Promotion Conference in Fuzhou, Fujian, showcasing its upcoming product lineup and announcing the restart of its global operations.
On September 28, 2024, the new Soueast Motor made its global debut in Tashkent, Uzbekistan, unveiling two new models: the S09 and S07.
In January 2025, Soueast unveiled the new brand concept in three countries - Kuwait, UAE and Qatar - and unveiled its third SUV, the S06.
Products Current models
Soueast S05 (2025–present), Subcompact SUV Soueast S06 (2025–present), compact SUV, rebadged Jetour Dashing Soueast S07 (2024–present), mid-size SUV, rebadged Jetour X70 Plus Soueast S08 (upcoming), mid-size SUV, rebadged Jetour X70L Soueast S09 (2024–present), mid-size SUV, rebadged Jetour Shanhai L9
Discontinued models Soueast Veryca microvan (2008–2011) Soueast C1 Xiwang microvan (2011–2020) Soueast Delica minibus (1996–2013) Soueast Freeca (2001–2007) Soueast Sovereign (2004–2007) Soueast Lioncel (2003–2005) Soueast V3 Lingyue sedan (2008–2019) Soueast V5 Lingzhi sedan (2012–2020) Soueast V6 Lingshi hatchback (2013–2020) Soueast A5 Yiwu (2019–2023) Soueast DX3 (2016–2023) Soueast DX5 (2019–2023) Soueast DX7 Bolang SUV (2015–2023) Soueast DX8 (2018–2023) Soueast DX9 (2020) SEM Delica / Soueast EV500, rebadged King Long Kairui (2018–2023)
Mitsubishi-badged (before 2021)
Soueast produces the following models under the Mitsubishi marque: Lancer Lancer EX Lancer Fortis Galant Zinger
Dodge marque
Dodge Caravan
Operations Soueast has at least one production base in Qingkou city, Minhou County, Fuzhou, Fujian province. This location has probably been expanded three times with the second phase possibly completed as that year saw a 150% increase in units produced. As of early 2011, total yearly production capacity for all sites was forecast to soon reach 300,000 with the completion of the base's third phase. February 2012 production was 37% higher than that of the previous year, which may reflect this additional capacity coming online.
Currently, Soueast Motor operates three major production bases in China located in Wuhu, Kaifeng, and Fuzhou. Globally, the company has established 10 KD factories across regions including the Middle East, Southeast Asia, Central Asia, and Africa.
In 2024, Soueast Motors announced its presence in 18 countries and regions worldwide, with a sales network of 124 established outlets. The company plans to establish directly-operated subsidiaries in seven additional countries and regions by 2025, including Saudi Arabia, Mexico, Malaysia, and Uzbekistan.
Sales A total of 96,553 Soueast brand passenger cars were sold in China in 2013, making it the 38th largest-selling car brand in the country in that year (and the 21st largest-selling Chinese brand).
Notes
References
External links Official website Official website
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