Family car buyers are no longer choosing vehicles solely for the daily commute. Across global markets – particularly in the Middle East – demand is shifting towards models that can seamlessly handle both everyday driving and leisure travel, reflecting a broader move towards multi-scenario mobility.
Research by McKinsey and Company shows that 35 to 40 per cent of family buyers factor leisure travel into their purchasing decisions, rising to more than 45 per cent in regions such as the Middle East and Latin America. Vehicles, in turn, are evolving from simple transport tools into flexible platforms that bridge routine life and travel experiences.
As demand for multi-purpose vehicles grow, how automakers respond has become key to staying competitive globally.
Recently, SOUEAST made its debut at the 2026 Beijing International Automotive Exhibition, focusing on Urban Mobility since its brand renewal in 2024. The products fully cover users’ diverse scenarios ranging from daily urban commuting to weekend leisure travel.
As part of the ‘travel’ strategy, SOUEAST forms a complementary product matrix and market positioning with JETOUR, which concentrates on off-road scenarios. This differentiates it from JETOUR’s focus on off-road scenarios, creating a complementary product matrix and market positioning.
SOUEAST leverages JETOUR’s hybrid technology platform, adopting unified standards for powertrain, chassis architecture and intelligent systems.
This hybrid system integrates high-efficiency dedicated hybrid engines, hybrid transmissions and advanced battery safety system, delivering robust power and exceptional efficiency.
At its core is the industry-leading C-DM high-efficiency hybrid technology, which features a 1.5TGDI dedicated hybrid engine with hybrid-specific engine Super Hybrid Transmission. The setup delivers a combined maximum power of 255 kW and peak torque of 525 N·m, supporting sustained high-speed cruising above 180 km/h for effortless long-distance travel. This system ensures abundant power for long-distance driving and a silky-smooth driving experience across all road conditions. Drivers can seamlessly switch between pure electric and hybrid modes, optimising energy efficiency in urban driving while maintaining stable performance on highways.
In technological innovation, SOUEAST collaborates with JETOUR on global R&D. By integrating new energy and intelligent technologies, it develops products tailored to scenario-based needs of urban users. The brand currently operates six overseas research institutes, collaborating with more than 60 universities worldwide.
This common hybrid technology platform not only ensures consistent product quality but also provides a more stable underlying technical foundation for the brand’s global expansion to a certain extent.
At Auto China 2026, SOUEAST exhibited S06 DM and S08 DM, and the S10 DM concept. These models comprehensively cover driving scenarios across all dimensions, including urban commuting, suburban self-driving, and long-distance travel.
The S06 DM, positioned as an ‘Urban Stylish SUV’ leverages an efficient hybrid architecture to further reduce daily commuting energy consumption, achieving a dual balance of eco-friendliness and practicality.
The S08 DM, a seven-seat urban comfort SUV, features a 2.82-metre wheelbase and C-DM high-efficiency hybrid technology, leading the industry in cabin flexibility, hybrid efficiency and multi-scenario adaptability.
It is reported that SOUEAST is strengthening its scenario-driven product development to accelerate the global rollout of its ‘Ease your life’ vision, positioning the brand as a pioneer in multi-scenario mobility solutions.
By March 2026, SOUEAST had expanded into 48 countries and regions, with more than 300 sales outlets across the Middle East, Africa and Latin America. In Egypt, the brand rose to fourth place in the passenger car segment and sixth in the overall within just one year.
SOUEAST leverages JETOUR’s mature global supply and sales chains, helping accelerate its entry into emerging markets and while strengthening robust user service.
The two brands have also launched a dual-brand after-sales centre in Erbil, Iraq. Spanning 4,000 square meters, it is the largest automotive after-sales facility of its kind in the country.
In user operations, SOUEAST is promoting its ‘Travel+ ESG’ concept through community-focused initiatives in the Middle East, including child welfare programmes, youth career workshops and environmental efforts.
As global demand grows for vehicles that support both daily use and leisure travel, SOUEAST is targeting this segment through its ‘Travel+’ strategy, combining hybrid technology with focused product positioning.
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