Product Code Database
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 manufactures 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 Site Affiliated 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.
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
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.
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