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| 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 | ||||||
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| Website | www | ||||||
South East (Fujian) Motor Co., Ltd.,trading asSoueast, is a Chinese automobile manufacturer based inFuzhou,Fujian, a subsidiary ofChery. It conducts production and sale of passenger vehicle under the Soueast marque.[2]
It used to manufacture Mitsubishi brand passenger cars for sale in mainland China, ajoint venture betweenChina Motor Corporation (25%),Fujian Motor Industry Group (50%) andMitsubishi Motors (25%), before Mitsubishi's exit in 2021 and acquisition byChery in 2024.[3][4][5][6][7]
The name "Soueast" merges "South" and "East" (from China's southeast Fujian Province), symbolizing its history and culture. Now, it also stands for "Soul Ease" – promoting an ease lifestyle.[citation needed]
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 5,700Delica minibuses to the Iranian Mehreghan Co.[9][10] In the same year,Jackie Chan was signed on as a Mitsubishibrand ambassador forMainland China markets.[11]
As of early 2011, Soueast had an annual production capacity of around 180,000 units, which rose to 300,000 with the completion of construction[12] that may have finished by early 2012.[note 1]
Soueast Motor reached its sales peak in 2017, selling 150,000 units that year.
In May 2021, Mitsubishi announced its withdrawal from Southeast Motor, ending 26 years cooperation.[13]
The company was acquired byChery 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
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Soueast produces the following models under the Mitsubishi marque:
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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 completedc. 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[when?], 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.
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]
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| 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | 5 | |||
| sedan | subcompact | Lioncel | V3 | ||||||||||||||||||||||||||||
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| crossover | V Cross | ||||||||||||||||||||||||||||||
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| van | Veryca | C1 | |||||||||||||||||||||||||||||
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| MPV | compact | Freeca | |||||||||||||||||||||||||||||
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