Al Mulla Auto Introduces SOUEAST Brand in Kuwait, Strengthening Middle East Expansion
In a significant move to broaden its footprint in the Middle East, Al Mulla Auto, a prominent distributor of international automotive brands in Kuwait, has officially launched the SOUEAST brand in the country. This announcement was made during a grand event that also marked the inauguration of a state-of-the-art showroom dedicated to SOUEAST vehicles.
Strategic Partnership and Showroom Inauguration
The launch event was attended by distinguished guests, including Mr. Talal A. Al Mulla, Board Member and CEO of Al Mulla Group, and H.E. Ambassador Zhang Jianwei, Ambassador of the People’s Republic of China in Kuwait. Senior management representatives from SOUEAST, such as Vice President Mr. Liwei Tan and Sales Manager Mr. Eric Zhao, were also present. The ceremony celebrated the collaboration between Al Mulla Group and SOUEAST, highlighting the shared commitment to delivering innovative and stylish automobiles to Kuwaiti consumers.
About SOUEAST and Al Mulla Group
SOUEAST, established in 1995, is a Chinese automobile manufacturer renowned for producing a diverse range of vehicles, including SUVs and sedans. The company emphasizes advanced technology, comfort, and reliability in its designs. In 2024, SOUEAST was acquired by Chery, a leading Chinese automotive company.
Al Mulla Group, founded in 1944, is a diversified conglomerate based in Kuwait, with interests spanning automotive, engineering, and retail sectors. The group is committed to providing high-quality products and services, aligning with its mission to meet the evolving needs of its customers.
SOUEAST Vehicle Lineup
The SOUEAST showroom in Al Rai introduces three models tailored to the preferences of Kuwaiti drivers:
- SOUEAST S06: A compact SUV designed for urban living, featuring advanced technology and a 1.5L Turbocharged engine. It offers a 15.6” infotainment system with Apple CarPlay and Android Auto, 50W wireless fast charging, and a 540-degree panoramic visual parking assist.
- SOUEAST S07: A bold and stylish SUV suitable for adventurers, available in 5 and 7-seater configurations. It boasts a 1.5L Turbocharged engine, unique LED front and rear light strips, and a 12.3” connected screen.
- SOUEAST S09: A premium SUV designed for families, equipped with a 2.0L Turbocharged engine and a spacious interior accommodating up to seven seats. It features a 15.6” LCD dashboard, 10.25” console screen, and adaptive cruise control.
Future Plans and Regional Expansion
Looking ahead, SOUEAST plans to launch 13 innovative models within the next five years, including Internal Combustion Engine (ICE), Plug-in Hybrid Electric Vehicle (PHEV), and Battery Electric Vehicle (BEV) options across SUVs and sedans. The company aims to enter over 80 markets worldwide, constructing more than 2,000 outlets, and spreading the “EASE YOUR LIFE” philosophy globally.
The partnership between Al Mulla Group and SOUEAST signifies a strategic move to meet the growing demand for high-quality, innovative vehicles in the Middle East. The new showroom in Al Rai is designed to offer a premium customer experience, featuring sophisticated interiors that reflect modern aesthetics and advanced technology. Visitors can explore the latest models and receive personalized service from knowledgeable staff.
This collaboration underscores the commitment of both Al Mulla Group and SOUEAST to delivering vehicles that combine style, performance, and cutting-edge technology, catering to the diverse needs of consumers in the Middle East.
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