Tashkent, Uzbekistan (UzDaily.com) — The Chinese automotive brand SOUEAST has officially announced its entry into the Uzbekistan market. As sales commence, SOUEAST will initially offer two models.

On 26 September, SOUEAST held a brand launch ceremony in Tashkent.

About SOUEAST

Founded in November 1995 as a joint venture between China Motor Corporation and Fujian Motor Industry Group, SOUEAST partnered with Mitsubishi Motors in 2006. The company specializes in designing, developing, manufacturing, and selling passenger cars and minivans under the SOUEAST brand. Previously, it produced Mitsubishi-branded vehicles for sale in mainland China.

In May 2021, Mitsubishi announced its exit from Southeast Motor, concluding a 26-year partnership. By mid-2023, Mitsubishi officially divested from the company. In 2024, SOUEAST became part of Chery Group.

SOUEAST has redefined its brand in 2024, positioning itself as a leader in creating a "casual urban lifestyle." The company aims to integrate the concept of "EASE" (ease) into everyday life, providing enjoyable driving experiences, especially for the younger generation.

SOUEAST in Uzbekistan

In May 2024, SOUEAST officially opened its first overseas subsidiary in Uzbekistan.

Vice President Kè Chuándēng emphasized that the subsidiary was established to respond swiftly to customer demands in Uzbekistan, highlighting the country as the largest market in Central Asia with a steadily growing automotive sector, which creates a demand for high-quality, technologically advanced products.

Ziyadulla Parpiyev, Deputy General Director of SOUEAST Uzbekistan, stated that all SOUEAST vehicles are adapted for the Uzbek market, featuring cooling and heating systems, including heated seats and steering wheels. The vehicles' suspension systems have been reinforced, and the control panel supports both Russian and Uzbek languages.

Initially, the company plans to sell two models in Uzbekistan: the S09 and S07.

S09

The S09 is a flagship D-class SUV designed for business clients and families, emphasizing comfort for city and outdoor trips. It features a luxurious exterior and a high-tech interior, equipped with a 10.25-inch digital instrument panel, a 15.6-inch central display, programmable LED headlights, and a two-tone rear LED light design. The SUV is available with two engine options: a 1.6-liter and a 2-liter engine, with plans to introduce a hybrid version.

S07

The S07 is aimed at young consumers, offering trendy design and intelligent technology for comfortable daily and weekend trips. It includes distinctive LED daytime running lights and large 20-inch wheels. The interior features twin 12.3-inch displays and a 9-inch climate control screen. This model also comes with advanced intelligent systems, including a 540-degree panoramic camera and CarPlay/Android Auto applications.

Both models require AI-95 gasoline and have a fuel consumption rate of 8-8.5 liters.

Executive Vice President Dai Lihun noted, “Models S09 and S07 were developed based on extensive market research to meet the needs of various user groups. The simultaneous launch of these models highlights our commitment to customer orientation. In the future, we will continue to delight our customers with a variety of new products.”

Post-Sales Support

Ziyadulla Parpiyev mentioned plans to establish a dealer network throughout Uzbekistan, where dealers will not only sell vehicles but also provide maintenance services. The company is negotiating with service centers to become authorized service centers equipped with spare parts.

SOUEAST is also creating a spare parts warehouse in several regions of Uzbekistan, with 90% of parts for SOUEAST vehicles available. Dealers or service centers can receive parts within three days if they are not in stock.

John Li, General Director of SOUEAST Motor Uzbekistan, stated, “We aim to create a dealer network covering the entire country. By 2026, we plan to open 40 dealer centers across Uzbekistan to ensure competitiveness and accessibility of sales.”

The company has developed various post-sales support programs, including a 5-year warranty for 200,000 km of travel, significantly exceeding market averages, to provide Uzbek customers with confidence and reliability.

Prices in Uzbekistan

During the launch ceremony, General Director John Li announced the prices for the brand's vehicles.

The S07 in Comfort trim will cost 371.5 million soums, while the Premium and Luxury trims will be priced at 395.6 million soums and 418.3 million soums, respectively.

The S09 will be available for 434.3 million soums in Comfort trim and 459.7 million soums in Premium trim. The hybrid model will cost between 490.9 million soums and 509.2 million soums, depending on the configuration.

Brand Ambassador in Uzbekistan

As part of the brand launch ceremony, SOUEAST introduced its brand ambassador for Uzbekistan, singer Rayhon Ganieva.

In collaboration with Rayhon and her inspiring melodies, SOUEAST aims to explore the delights of urban life and share this experience with the younger generation of Uzbekistan. During the ceremony, the singer performed a song dedicated to the SOUEAST brand.