Elite Group Holding Opens New Soueast Showroom in Deira, Dubai

The exclusive dealer of Soueast in the UAE, Elite Group Holding, has opened a new retail showroom in Deira, Dubai. The brand's second showroom in the UAE opened on August 16, 2025, following its outlet on Sheikh Zayed Road.

The new showroom opening news comes after Soueast's official launch in the UAE market in January this year, when the Chinese automotive company debuted S06 DM Hybrid, S07, and S09 at the launch event at the Burj Al Arab. With a new showroom in Deira, the automaker continues to strengthen its physical presence in the city.

At the Dubai showroom, Soueast has displayed its flagship models, including the Soueast S06 Compact SUV, which is offered in the market as a 4,616 mm long crossover with petrol and hybrid powertrain options. It features an LED headlight setup, a panoramic sunroof, a 15.6-inch touchscreen, dual-zone climate control, and an optional Sony eight-speaker audio system.

The S07 mid-size SUV is the second model available for display at this new showroom. The model comes in petrol, HEV, and PHEV variants. In all three variants, there are dual 12.3-inch digital displays, a 62-inch panoramic sunroof, multi-zone climate control with rear controls, Apple CarPlay, Android Auto, and an optional Level-2 ADAS suite.

Soueast's Dubai showroom also features the S09 Premium SUV. It's a D-segment SUV that measures 4,858 mm in length and comes in turbocharged petrol and plug-in hybrid powertrain options with different transmission choices. Inside the cabin, there is a 12.3-inch instrument panel, a 15.6-inch touchscreen, heated and ventilated seats, and a five or seven-seat configuration. For safety features, the premium Soueast SUV houses adaptive cruise control, lane keep assist, blind spot monitoring, and a 540-degree vision system.

The key highlights of Soueast's new showroom include a dedicated coffee bar for visitors, a small children's play area, and a display space for the three latest models launched in the market. Overall, the showroom is designed to provide a premium buying experience to Emirati customers.

Being an exclusive dealer of Soueast, Elite Group Holding is promising customers to provide long-term after-sales and service support, including a 10-year or 1-million-kilometer warranty on all available models. With two fully operational showrooms in Dubai, the group aims to make the brand accessible to customers looking for affordable SUVs in the market.