Soueast
A Chinese automotive manufacturer and marque that moved from Mitsubishi-based production to a Chery-backed international SUV business.
Last updated October 12, 2026
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Overview
Soueast, formally South East (Fujian) Motor Co., Ltd., is a Chinese automobile manufacturer headquartered in Fuzhou, Fujian. The company was established in November 1995 as a joint venture involving China Motor Corporation and Fujian Motor Industry Group. Mitsubishi Motors later became a partner, and for much of its early history Soueast was closely associated with the manufacture and sale of Mitsubishi-branded passenger vehicles in mainland China. The name Soueast combines the ideas of “South” and “East,” referring to Fujian’s position in southeastern China. Following its transition under Chery ownership, the brand has also presented the name as a reference to a more relaxed or ease-oriented lifestyle. Its historical portfolio covered passenger cars, sport utility vehicles, minivans, minibuses and light commercial vehicles. Products included Mitsubishi-derived models such as the Lancer, Galant and Zinger, as well as Soueast-branded vehicles including the V3 Lingyue, V5 Lingzhi, V6 Lingshi, DX3, DX5 and DX7 Bolang. Soueast developed manufacturing operations in Fuzhou and built production capacity during the 2000s and early 2010s. The company also pursued overseas business. In 2008 it received a contract to supply 5,700 Delica minibuses to Iran’s Mehreghan Co., illustrating the role of commercial vehicles and knock-down assembly in its international activities. Soueast reported a production capacity of approximately 180,000 vehicles per year in the early 2010s, with expansion plans intended to raise combined capacity toward 300,000 units. Its Soueast-branded passenger-car sales in China peaked at approximately 150,000 units in 2017, while 2013 sales were reported at 96,553 units. Mitsubishi announced its withdrawal from the joint venture in May 2021, ending a 26-year cooperation period. Soueast subsequently underwent a strategic transition and was acquired by Chery in 2024. Under Chery, the business was repositioned toward a new SUV-led Soueast range, using technology and vehicle platforms associated with Chery’s Jetour operations. The new generation debuted internationally in 2024 with the S07 and S09, followed by the S06 in 2025 and announcements concerning additional models. The S06, S07, S08 and S09 are associated with rebadged or adapted Jetour products, while the S05 expands the range at the subcompact end. The revitalized brand has emphasized international expansion. In April 2024 Soueast held a global investment promotion conference in Fuzhou, and in September 2024 it presented the renewed marque in Tashkent, Uzbekistan. By 2024 the company said it had a presence in 18 countries and regions and a network of 124 sales outlets, with plans for additional directly operated subsidiaries. The brand has also identified the Middle East, Central Asia, Southeast Asia and Africa as important export and assembly regions. Soueast is therefore best understood as an active Chery-controlled automotive marque in the process of shifting from a largely China-focused, Mitsubishi-linked manufacturer to a globally marketed SUV brand.
History
Soueast was founded in November 1995 in Fujian as a joint venture between China Motor Corporation and Fujian Motor Industry Group. Its original business developed around vehicle production for the Chinese market, with a particular connection to Mitsubishi. Mitsubishi became a partner in 2006, creating a manufacturing and distribution relationship through which Soueast produced Mitsubishi-branded passenger cars for mainland China. During the 2000s, Soueast expanded beyond conventional passenger cars into minibuses, minivans and commercial vehicles. The company produced models including the Delica, Freeca, Sovereign and Lioncel, while later Soueast-branded products included the V3 Lingyue sedan, V5 Lingzhi sedan, V6 Lingshi hatchback and a series of DX SUVs. In 2008, the company was reported to have won a contract to supply 5,700 Delica minibuses to Mehreghan Co. in Iran. That year also saw Jackie Chan become an ambassador for Mitsubishi vehicles in mainland China, linking the joint venture’s Mitsubishi business with a high-profile marketing campaign. Soueast invested in manufacturing expansion at its Qingkou base in Minhou County, near Fuzhou. Production capacity was reported at about 180,000 units annually in early 2011, with further construction intended to increase total capacity toward 300,000 units. The company’s network and manufacturing footprint also supported overseas knock-down assembly and exports. Its domestic passenger-car business reached a reported peak of about 150,000 vehicles in 2017. The company’s model range increasingly emphasized SUVs, including the DX3, DX5, DX7 Bolang and larger DX vehicles, although many earlier models were discontinued between 2019 and 2023. Mitsubishi announced its withdrawal from the venture in May 2021. This ended 26 years of cooperation and removed the principal international automotive partner that had defined much of Soueast’s earlier identity. Soueast continued through a period of restructuring, with the older Mitsubishi-linked and locally developed product portfolio gradually phased out. In 2024, Chery acquired Soueast. The acquisition initiated a major strategic reset: the company was repositioned as an active Chery-backed marque with a new SUV range and a stronger export orientation. The renewed brand used vehicle relationships and platforms associated with Jetour. Soueast’s new international product family began with the S07 and S09, followed by the S06 in 2025; the S08 was announced as an additional model and the S05 broadened the range toward smaller SUVs. The revitalized company used international events to communicate its new identity. At a Fuzhou investment promotion conference on April 29, 2024, it showed its upcoming portfolio and discussed restarting global operations. On September 28, 2024, the new brand made a global debut in Tashkent, Uzbekistan, where it unveiled the S07 and S09. In January 2025, Soueast introduced the new brand concept in Kuwait, the United Arab Emirates and Qatar and presented the S06. The company reported activity in 18 countries and regions in 2024, supported by 124 sales outlets, and described plans to establish additional directly operated subsidiaries. It also reported three major Chinese production bases in Wuhu, Kaifeng and Fuzhou, together with ten overseas knock-down factories across the Middle East, Southeast Asia, Central Asia and Africa.
- 2025
S06 introduced in Gulf markets
[1]Soueast presents its new brand concept in Kuwait, the United Arab Emirates and Qatar and unveils the S06.
- 2024
Chery acquisition and brand reset
[1]Chery acquires Soueast and begins rebuilding the marque around a new SUV portfolio and international strategy.
- 2024
S07 and S09 global debut
[1]The renewed Soueast brand debuts in Tashkent with the S07 and S09 SUVs.
- 2021
Mitsubishi exits
[1]Mitsubishi announces its withdrawal, ending the companies’ 26-year cooperation.
- 2017
Reported sales peak
[1]Soueast reaches a reported peak of approximately 150,000 vehicles sold during the year.
- 2011
Capacity expansion
[1]Annual production capacity is reported at approximately 180,000 units, with expansion plans intended to raise capacity toward 300,000.
- 2008
Iranian Delica supply contract
[1]Soueast is reported to have secured an order for 5,700 Delica minibuses for Iran’s Mehreghan Co.
- 2006
Mitsubishi joins the joint venture
[1]Mitsubishi Motors becomes a partner, strengthening Soueast’s role as a producer of Mitsubishi-branded vehicles in mainland China.
- 1995
Soueast is established in Fujian
[1]South East (Fujian) Motor Co., Ltd. is founded as a joint venture between China Motor Corporation and Fujian Motor Industry Group.
Products and positioning
An accessible Chinese SUV and passenger-vehicle brand with a renewed international focus under Chery ownership.
Subcompact SUV · 2025
Soueast S05
A small SUV introduced as part of the post-Chery Soueast range. It extends the renewed product family toward a more accessible segment below the larger S06, S07 and S09 models.
Compact SUV · 2025
Soueast S06
A compact SUV unveiled during Soueast’s 2025 brand activities in the Gulf. It is associated with the Jetour Dashing and forms part of the marque’s Chery-supported international expansion.
Mid-size SUV · 2024
Soueast S07
One of the first two vehicles presented under the renewed Soueast identity. The S07 was globally unveiled in Tashkent in 2024 and is associated with the Jetour X70 Plus.
Mid-size SUV
Soueast S08
An announced mid-size SUV associated with the Jetour X70L. It represents a planned expansion of the post-2024 Soueast SUV line.
Mid-size SUV · 2024
Soueast S09
A larger SUV introduced with the S07 at Soueast’s 2024 international debut. The model is associated with the Jetour Shanhai L9 and serves as one of the renewed marque’s leading vehicles.
Subcompact SUV · 2016
Soueast DX3
A Soueast-branded SUV launched during the company’s pre-Chery product period. It formed part of the DX family that shifted the company’s emphasis toward SUVs before the older range was discontinued.
Compact SUV · 2019
Soueast DX5
A compact SUV in the earlier DX line, introduced as Soueast expanded its locally branded SUV portfolio. The model was discontinued during the transition to the newer Chery-backed range.
SUV · 2015
Soueast DX7 Bolang
A larger member of Soueast’s former DX SUV family. It was part of the brand’s attempt to build a recognizable domestic passenger-vehicle portfolio alongside Mitsubishi-linked production.
Sedan · 2008
Soueast V3 Lingyue
A Soueast-branded sedan produced during the company’s Mitsubishi-associated period. It was one of the marque’s principal passenger cars before the portfolio shifted more heavily toward SUVs.
Minibus · 1996
Soueast Delica
A Mitsubishi-derived minibus produced by Soueast for the Chinese and export markets. The model was also connected with the company’s reported 2008 Iranian supply contract.
Controversies
Marketing campaigns
- 2025Gulf brand-concept rollout
Kuwait · United Arab Emirates · Qatar
Soueast introduced its new brand concept in three Gulf markets and displayed the S06 SUV.
Outcome. The rollout expanded the renewed brand’s presence in the Middle East.
- 2024Global investment promotion conference
China · International markets
Soueast held a conference in Fuzhou to present its future lineup, attract investment and communicate the restart of its global operations after the Chery acquisition.
Outcome. The event established the public launch platform for the renewed Soueast business.
- 2024Tashkent global brand debut
Uzbekistan · Central Asia
The renewed Soueast brand made its global debut in Tashkent and introduced the S07 and S09 SUVs.
Outcome. The event signaled Soueast’s return as an export-oriented SUV marque.
- 2008Jackie Chan Mitsubishi ambassador campaign
Mainland China
Jackie Chan was appointed an ambassador for Mitsubishi vehicles in mainland China while Soueast was producing Mitsubishi-branded models.
Outcome. The campaign gave the Mitsubishi-linked business a prominent public figure during Soueast’s joint-venture period.
Brand decisions
2025
Introduction of the S06Product launchBackground
Soueast expanded its new SUV range as it entered additional Middle Eastern markets.
Action taken
The company unveiled the S06 while presenting its new brand concept in Kuwait, the United Arab Emirates and Qatar.
Aftermath
The S06 broadened the renewed portfolio below the larger S07 and S09.
2024
Chery acquisitionM&ABackground
After Mitsubishi’s exit and the retirement of much of the older range, Soueast required a new strategic and product framework.
Action taken
Chery acquired Soueast and repositioned it as a Chery-backed automotive marque.
Aftermath
The company introduced a new SUV lineup associated with Jetour products and resumed international brand development.
2024
Launch of the new S-seriesProduct launchBackground
The post-acquisition business sought to replace the discontinued Mitsubishi-linked and earlier Soueast portfolio with a modern SUV range.
Action taken
Soueast unveiled the S07 and S09 at its global debut in Tashkent.
Aftermath
The S-series became the core of the brand’s renewed international positioning, with additional models subsequently announced.
2021
End of Mitsubishi cooperationStrategyBackground
Mitsubishi’s departure ended the partnership that had shaped Soueast’s manufacturing and brand activity for more than two decades.
Action taken
Mitsubishi announced its withdrawal from the joint venture in May 2021.
Aftermath
Soueast entered a restructuring period and later moved toward a new ownership and product strategy.
Recent events
- 2025
Soueast launches renewed brand concept in Gulf markets[1]
Product launch · Campaign
Soueast presented its new brand concept in Kuwait, the United Arab Emirates and Qatar and showed the S06 SUV.
- 2024
Chery acquires Soueast[1]
M&A
Chery acquired Soueast and began repositioning the company around a new vehicle portfolio and international expansion strategy.
- 2024
Soueast announces renewed global operations[1]
Product launch
At a global investment promotion conference in Fuzhou, Soueast presented its future product plans and announced the restart of global operations.
- 2024
New Soueast brand makes global debut in Tashkent[1]
Product launch · Campaign
Soueast introduced its renewed international identity in Tashkent, Uzbekistan, unveiling the S09 and S07 SUVs.
- 2021
Mitsubishi announces withdrawal from Soueast joint venture[1]
M&A · Leadership change
Mitsubishi announced that it would leave Southeast Motor, ending a 26-year collaboration with the company.
- 2008
Soueast receives contract for Iranian Delica minibuses[1]
Other
Soueast was reported to have secured an order to supply 5,700 Delica minibuses to Mehreghan Co. in Iran.
- 2008
Jackie Chan appointed Mitsubishi brand ambassador in mainland China[1]
Campaign
Jackie Chan was signed as an ambassador for the Mitsubishi marque in mainland China during the period when Soueast manufactured Mitsubishi vehicles.
Sources8 sources
- 1Soueast - Wikipediaen.wikipedia.org
- 2SOUEAST MOTOR Global Sitesoueast-motor.com
- 3燃油渗漏起火风险等多次召回samrdprc.org.cn
- 4燃油渗漏起火风险等多次召回samrdprc.org.cn
- 5东南汽车发布全新LOGO，定位SMV的全新DX9亮相k.sina.com.cn
- 6东南DX7星跃8月6日上市 配置升级是亮点_新车上市_汽车_中金在线auto.cnfol.com
- 7三菱退出东南汽车调查：裂痕6年前已出现 不少经销商转入广汽三菱auto.sina.com.cn
- 8三菱退出东南汽车调查：裂痕6年前已出现 不少经销商转入广汽三菱nbd.com.cn
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