Chinese carmaker SOUEAST accelerates global expansion with worldwide R&D system

SOUEAST, a representative of the new generation of automotive brands in China with presence in over 30 countries and regions, is solidifying its global footprint by aiming to expand to over 60 markets with more than 300 outlets by the end of 2025.

It aims to accelerate its global expansion with worldwide R&D system and user co-creation, said a top executive of the company.

SOUEAST's globalization strategy is methodical and highly tailored to align with regional energy policies, market readiness and infrastructure development: Focusing on left-hand-drive markets between 2024 and 2025; entering right-hand-drive markets between 2026 and 2027; prioritizing EVs in the European Union and completing the transition to new energy industrialization between 2028 and 2030.

The move comes as the global automotive industry undergoes rapid transformation through the reshaping of market dynamics, while a fresh wave of emerging brands steps onto the international stage at an unprecedented pace, demonstrating remarkable vitality and influence.

"SOUEAST was born alongside the rise of this new generation of global young consumers, bringing a fresh brand image that allows users worldwide to immediately experience a truly refreshing and distinctive new force in the market," remarked Dai Lihong, vice-president of Chery Automobile Co Ltd and president of SOUEAST Motor.

On April 24, SOUEAST held its inaugural Global EASE DAY, unveiling its refreshed globalization strategy and preliminary achievements, and highlighting its commitment to user-oriented innovation and a robust global R&D network.

Guided by the brand philosophy "Ease Your Life", SOUEAST focuses on the diverse mobility needs of urban youth worldwide. Through user co-creation, the brand integrates global consumer insights into every stage of product development, from design and configuration to functionality.

According to Dai, SOUEAST's vehicles are defined by three core attributes — stylish, comfort and warm-tech — aligning perfectly with the evolving preferences of young urban consumers who view their vehicles as extensions of their living spaces.

To cater to varied usage scenarios, SOUEAST has established a comprehensive "5+2+1" global product matrix: five urban SUVs, two urban sedans, and one lifestyle pickup truck.

These models span four energy types — internal combustion engine (ICE), hybrid electric vehicle (HEV), plug-in hybrid electric vehicle (PHEV), and fully electric vehicle (EV) — ensuring adaptability to diverse market demands.

Currently, SOUEAST has set up six global research institutes in key regions, including the Middle East, Brazil, ASEAN and beyond, forming an integrated global R&D system structured around "Front Platform + Middle Platform + Product Platform".

The Front Platform engages user co-creation and rapid demand identification, while the Middle Platform ensures efficient technical development, and the Product Lines prioritize phased international product development.

This system supports targeted adaptations for regional climates, regulations and standards, with 80 specialized developments already completed.

"Our examples include enhanced durability and comfort of air conditioning systems for extreme heat in the Middle East, optimized powertrain efficiency and cost control amid high fuel prices in Latin America, and improved powertrain reliability in freezing conditions in Central Asia," said Dai.

Rather than expanding for visibility alone, SOUEAST aims to embed itself meaningfully within each market, ensuring sustainable growth that reflects both local needs and global ambition, he said.

SOUEAST has already entered over 30 countries and regions, with 144 sales and service outlets.

As the global automotive landscape shifts from price-based competition to systematic, brand-driven, and user-experience-focused strategies, SOUEAST exemplifies this transformation — leveraging user co-creation, diversified energy solutions, and localized R&D to build a replicable blueprint for global success.