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You may never have heard of Soueast, but the Chinese car company is expanding its global presence – and Australia could be in its sights.
The brand was established in 1995 as a joint venture between China Motor Corporation, Fujian Motor Industry Group and Mitsubishi Motors, before it was acquired by Chery in 2024.
The company that once built Mitsubishis could therefore be coming to compete with the Japanese brand in our market – including by offering a ute.
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Since being acquired by Chery, it has focused on left-hand drive markets with petrol-powered SUVs and sedans, along with plug-in hybrids. This year, it’ll add Mexico to its list of global markets.
Across 2026 and 2027, it plans to expand into right-hand drive markets “while achieving a balance between fuel, hybrid and electric models”.
While it didn’t specify Australia in its announcement, this market is already teeming with Chinese brands eager to demonstrate success in a competitive, well developed Western market like ours.
From 2028 to 2030 it aims to “[complete] the industrialisation of new energy vehicles” and says it will prioritise pure EVs for Europe.
“We’re not just entering markets — we’re deeply embedding ourselves within them and earning a seat at the table,” said Dai Lihong, vice president of Chery and president of Soueast.
The company says it operates six overseas R&D hubs across “high-potential” markets, including the Middle East, ASEAN and Brazil.
Work conducted in the Middle East has involved optimising heat resistance of vehicle components and the effectiveness of Soueast models’ air-conditioning.
Soueast also operates plants across the Middle East, Asia, Africa and South America that assemble vehicles from knocked-down kits.
It says it intends to have two global models targeting the B-SUV segment, three “premium” C-SUV models, and B- and C-segment sedans.
In Chinese segmentation, B-segment vehicles are mid-sizers while C-segment vehicles are large.
Soueast also says it intends to launch a ute by 2030, but hasn’t offered any more details on the vehicle.
The brand currently offers a range of SUVs – the S06, S07 and S09 – in markets like the UAE.
The S06 measures 4616mm long, 1910mm wide and 1690mm tall on a 2720mm wheelbase, making it effectively the same size as a Toyota RAV4.
It offers a choice of turbocharged 1.5- and 1.6-litre petrol engines, mated with either six- or seven-speed dual-clutch automatic transmissions.
Soueast’s Super Hybrid plug-in hybrid (PHEV) technology – offered in the S06 – features a 150kW electric motor, a 19.4kWh battery, and a 1.5-litre engine.
Total system outputs are 265kW of power and 530Nm of torque, with electric range of 114km on the NEDC cycle and over 1000km of combined range.
The S07 is larger, measuring 4724mm long, 1900mm wide and 1720mm tall on a 2720mm wheelbase.
However, it sticks with a choice of turbo-petrol 1.5- or 1.6-litre engines. Interestingly, the former is offered with a six-speed manual as well, while the latter can be had with either a seven-speed dual-clutch or an eight-speed torque-converter auto.
The S09 is the flagship, measuring 4858mm long, 1925mm wide and 1780mm tall on a 2850mm wheelbase.
That makes it 43mm longer, 25mm wider and 80mm taller than a Kia Sorento on a 35mm longer wheelbase.
It’s offered with a choice of five- or seven-seat configurations, and either 1.6-litre or 2.0-litre turbocharged four-cylinder petrol engines – the latter pumping out 187kW of power and 390Nm of torque.
Mitsubishi sold off its share in Soueast back in 2021, but prior to this the Chinese joint venture brand produced vehicles like the Lancer, Galant/380, Delica, and Nimbus.
During the 2010s, it also rolled out a range of vehicles that were styled by Pininfarina but which used Mitsubishi technology, though after several years of declining sales it was acquired by Chery.
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