Bahrain’s automotive market just gained a dynamic new player. Following a spectacular launch event held recently, SOUEAST, a brand built upon nearly 30 years of development and innovation, has officially entered the kingdom, marking what its leadership calls the ‘opening of a new chapter’.
Speaking exclusively to GDN, SOUEAST Middle East regional director Kai Jin reflected on the brand’s highly-anticipated debut and detailed the ambitious strategy designed to capture the attention of Bahrain’s consumers.
Mr Jin was quick to acknowledge the successful start and the collaborative effort behind it. “It was indeed a wonderful and successful night, marking a significant milestone for us,” he said.
“I want to extend my sincere gratitude to our strategic partner, Asia Motors, and all our dedicated staff and honoured guests who joined us.
“This launch is not just a product introduction; it’s the opening of a new chapter. The Bahraini market is dynamic, and while the future is full of both challenges and opportunities, we are fully prepared and committed to providing the best products and services to our customers here.”
For those who are just being introduced to the brand, Mr Jin provided a concise overview of SOUEAST’s history and its guiding philosophy. “SOUEAST is an automotive brand with a rich heritage and a clear vision for the future,” he said. “We were founded in 1995 and began our international journey in 2004. Now, we are entering a brand-new era, building upon nearly 30 years of development and innovation. Our core promise is encapsulated in our slogan, ‘EASE YOUR LIFE’.
“This represents our vision to empower youth and young families globally, and here in Bahrain, with an effortless, enjoyable and connected urban mobility experience.”
This compelling vision is broken down into three actionable pillars: “Our core value is centred on helping users reconnect – with their city, their lives and themselves.
“We break this down into three key pillars: ‘EASE TO OWN’, transparent pricing, worry-free service. ‘EASE TO DRIVE’, fun, simple tech and many choices. ‘EASE TO CONNECT’, we listen and grow with our customers.”
Mr Jin detailed an aggressive rollout plan that will see the marque cover most major segments with a variety of powertrain technologies, ensuring a vehicle for every lifestyle. “We have a comprehensive and exciting rollout plan,” he revealed. “SOUEAST will offer products from B-class to D-class covering the major SUV and Sedan segments.
“Our portfolio is powered by multiple technologies, including petrol, plug-in hybrid and BEV.
“Currently, we have launched the S09, S07 and S06. And I’m excited to share that next year, we will introduce the S08DM, a model built on a brand-new platform featuring our latest technology. Our target is to ensure there is a perfect SOUEAST vehicle for every lifestyle in Bahrain.”
When addressing how SOUEAST plans to gain traction against established brands, Mr Jin made it clear that the strategy is one of collaboration and integration, not direct confrontation. The focus is on listening to the local market and delivering exceptional service.
“We are more interested in growing with the Bahrain market than competing with it, and SOUEAST will focus on learning from the local market, understanding the needs of consumers and providing cost-effective models that meet the market’s expectations through continuous innovation and product optimisation. Of course, we have our own strengths and advantages,” he explained.
“At the product level, we will continue to invest in research and development, and we will bring models that better meet the environment and consumer needs in Bahrain. At the same time, we will also create unique localised promotional activities by closely integrating with the local culture and lifestyle, and make use of social media, offline auto shows and other channels to precisely reach our target customers.
“In terms of service, we will also build a dense network of sales and after-sales outlets, bridging the gap in brand awareness with caring services, and continuously enhancing the brand’s influence in the market through the synergistic efforts of product, marketing and service.”
A crucial element of SOUEAST’s competitive edge is its ability to offer value without sacrificing modern features.
Mr Jin detailed the pillars that allow the brand to balance affordability with the increasing consumer demand for premium technology. “That’s at the core of our strategy. It’s in our Product DNA: we are committed to creating vehicles that are stylish, comfortable, and packed with what we call ‘WARM-tech’ – technology that is intuitive, welcoming and genuinely enhances family life, not just complex for the sake of it.
“Second, we leverage our group strengths in large-scale manufacturing and integrated research and development. This vertical efficiency allows us to control costs without compromising on quality or technology, passing the savings directly to our customers.
“We democratise premium features by making them accessible across our line-up. You’ll see this philosophy come to life in our upcoming models.”
SOUEAST’s entry signals a shift in the Bahraini automotive landscape, promising a fresh, value-driven and technology-focused option for the consumer.
With a clear roadmap, an extensive product portfolio, and a firm commitment to ‘EASE YOUR LIFE’, the marque appears set to make a significant and positive impact on the kingdom’s roads.
Asia Motors, a division of Y K Almoayyed & Sons (YKA) recently introduced SOUEAST in Bahrain with the launch of three new SUVs, the S06, S07 and S09, which offers modern design, strong performance and advanced technology.
The SOUEAST S06 is offered with 1.5 litre and 1.6 litre petrol engines, along with a 1.5L PHEV that delivers up to 1,300km of combined range. Even the entry-level S06 1.5L Comfort comes impressively equipped with remote start, voice control, and a dual-tone interior, giving it a premium feel at an accessible price point. Remote start allows drivers to cool the cabin before entering, while voice control lets them operate key functions hands-free.
The family-focused SOUEAST S07 offers a spacious seven-seater layout with 1.6 litre engine, designed for comfort and practicality.
At the top of the range, the SOUEAST S09 features a powerful 2.0 litre engine, and the full-option S09 now includes an all-wheel drive (AWD) system, offering strength, stability and a refined driving experience.
Across all three models, SOUEAST delivers quality, futuristic styling and strong value making the new SOUEAST lineup a standout choice for Bahrain’s growing SUV market.
For more details and prices visit the SOUEAST showroom in Sitra or call 77702000.
jayne@gdnmedia.bh
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