Soueast

"Dongnan" redirects here; not to be confused with Dongdan Kingdom.

South East (Fujian) Motor Co., Ltd., trading as Soueast, is a Chinese automobile manufacturer based in Fuzhou, Fujian, a subsidiary of Chery. It conducts production and sale of passenger vehicle under the Soueast marque.^[2]

South East (Fujian) Motor Co., Ltd.
(trading as Soueast)

Company type	Subsidiary
Industry	Automotive
Founded	1995
Headquarters	Fuzhou, Fujian, China
Area served	Worldwide
Key people	Zi-Sheng Zuo (President)[1]
Products	Automobiles
Owner	Chery (100%)
Chinese name
Simplified Chinese	东南(福建)汽车工业有限公司
Traditional Chinese	東南(福建)汽車工業有限公司
Transcriptions Standard Mandarin Hanyu Pinyin Dōngnán (Fújiàn) Qìchē Gōngyè Yǒuxiàn Gōngsī
Website	www.soueast-motor.com

It used to manufactures Mitsubishi brand passenger cars for sale in mainland China, a joint venture between China Motor Corporation (25%), Fujian Motor Industry Group (50%) and Mitsubishi Motors (25%) before it was acquired by Chery.^{[3][4][5][6][7]}

In 2024, SOUEAST Motor boosts production upgrades using its Fujian base's location strengths, integrating global resources/strategies and launching new products. The name "SOUEAST" merges "SOUTH" and "EAST" (from China's southeast Fujian Province), symbolizing its history/culture. Now, it also stands for "SOUL EASE" – promoting an ease lifestyle.

History

Before 2024

Soueast was founded in November 1995 as a joint venture between China Motor Corporation and Fujian Motor Industry Group.^[8][5] Mitsubishi became a partner in the joint venture in 2006.^[5]

In April 2008, Soueast was awarded a contract to supply 5,700 Delica minibuses to the Iranian Mehreghan Co.^[9][10] In the same year, Jackie Chan was signed on as a Mitsubishi brand ambassador for Mainland China markets.^[11]

As of early 2011, Soueast had an annual production capacity of around 180,000 units, but this was set to rise to 300,000 with the completion of current construction,^[12] which may have been finished by early 2012.^{[note 1]}

Soueast Motor reached its sales peak in 2017, selling 150,000 units that year.

Although the competition is fierce, the niche has advantages in the market segment, which has earned it a certain degree of praise among buyers who focus on controllability. It once exceeded 100,000 units.

In May 2021, Mitsubishi announced its withdrawal from Southeast Motor, ending 26 years cooperation.^[13]

The company was acquired by Chery in 2024 and is currently producing Jetour vehicles.^[14][15]

Present

On April 29, 2024, Soueast Motor held a Global Investment Promotion Conference in Fuzhou, Fujian, showcasing its upcoming product lineup and announcing the restart of its global operations.

On September 28, 2024, the new Soueast Motor made its global debut in Tashkent, Uzbekistan, unveiling two new models: the S09 and S07.

In January 2025, Soueast unveiled the new brand concept in three countries - Kuwait, UAE and Qatar - and unveiled its third SUV, the S06

Products

Currently available

• Soueast S06, C-segment SUV (2025–present)
• Soueast S07, C-segment SUV (2024–present)
• Soueast S09, D-segment SUV (2024–present)

Discontinued:

• Soueast Veryca microvan (2008–2011)
• Soueast C1 Xiwang microvan (2011–2020)
• Soueast Delica minibus (1996–2013)
• Soueast Freeca (2001–2007)
• Soueast Sovereign (2004–2007)
• Soueast Lioncel (2003–2005)
• Soueast V3 Lingyue sedan (2008–2019)
• Soueast V5 Lingzhi sedan (2012–2020)
• Soueast V6 Lingshi hatchback (2013–2020)
• Soueast A5 Yiwu (2019–2023)
• Soueast DX3 (2016–2023)
• Soueast DX5 (2019–2023)
• Soueast DX7 Bolang SUV (2015–2023)
• Soueast DX8 (2018–2023)
• Soueast DX9 (2020)
• SEM Delica/ Soueast EV500, rebadged King Long Kairui (2018–2023)

• 
  Soueast Veryca
• 
  Soueast C1 Xiwang
• 
  Soueast Delica
• 
  Soueast Freeca
• 
  Soueast Sovereign
• 
  Soueast Lioncel
• 
  Soueast V3
• 
  Soueast V5
• 
  Soueast V6
• 
  Soueast V6 Cross
• 
  Soueast A5
• 
  Soueast DX3
• 
  Soueast DX5
• 
  Soueast DX7
• 
  Soueast DX8S

Mitsubishi-badged (before 2021)

Main article: Mitsubishi Motors

Soueast produces the following models under the Mitsubishi marque:

• Lancer
• Lancer EX
• Lancer Fortis
• Galant
• Zinger

• 
  A Mitsubishi Lancer produced by Soueast
• 
  A Mitsubishi Lancer EX produced by Soueast
• 
  A Mitsubishi Lancer Fortis produced by Soueast
• 
  A Mitsubishi Galant produced by Soueast
• 
  A Mitsubishi Zinger produced by Soueast

Dodge marque

Main article: Dodge

• Dodge Caravan

• 
  Dodge Caravan

Operations

Soueast has at least one production base in Qingkou city, Minhou County, Fuzhou, Fujian province.^[8] This location has probably been expanded three times^[12] with the second phase possibly completed c. 2009 as that year saw a 150% increase in units produced.^[16] As of early 2011, total yearly production capacity for all sites was forecast to soon reach 300,000 with the completion of the base's third phase.^[12] February 2012 production was 37% higher than that of the previous year,^[17] which may reflect this additional capacity coming online.

Currently, Soueast Motor operates three major production bases in China located in Wuhu, Kaifeng, and Fuzhou. Globally, the company has established 10 KD factories across regions including the Middle East, Southeast Asia, Central Asia, and Africa.

In 2024, Soueast Motors announced its presence in 18 countries and regions worldwide, with a sales network of 124 established outlets. The company plans to establish directly-operated subsidiaries in seven additional countries and regions by 2025, including Saudi Arabia, Mexico, Malaysia, and Uzbekistan.

Sales

A total of 96,553 Soueast brand passenger cars were sold in China in 2013, making it the 38th largest-selling car brand in the country in that year (and the 21st largest-selling Chinese brand).^[18]

Notes

1. Production capacity figures may consider engines and vehicles as discrete.