In late 2024, Soueast announced that two crossovers would enter the Russian market in December. The S09 would be priced at 3.5 million rubles, while the smaller S07 would start at no less than 2.9 million rubles. A third model, the S06, is planned for release in 2025.
A company representative told Socialbites.ca that the S09 and S07 would launch this year in Russia, occupying the SUV C and SUV D segments respectively. The S06 is slated for the following year, and the company is also looking at adding more models later on.
Industry observers noted that the new models are intended to meet broad customer needs by entering Russia’s most popular market segments. Auto Review describes the move as a strategy to appeal to a wide audience within the strongest market niches.
What is the Southeast?
Soueast traces its origins to 1995 in China. In its early years the brand secured licensing agreements for Mitsubishi designs, with the Delica minibus among the first offerings. By 2003 the factory had an annual capacity around 150,000 vehicles. In 2006 Mitsubishi took a stake in the company, and in 2021 the Japanese automaker ended the cooperation after results had not been favorable.
The brand’s fate shifted as fierce competition mounted in the local market. Chery stepped in and acquired Soueast, and since 2024 Soueast has operated under Jetour, the Chery umbrella. Auto Review notes this arrangement, and the S09 and S07 crossovers are built on Jetour platforms, specifically linked to X90 Plus and X70 Plus architectures, while preserving distinct styling.
Southeast S09
The S09 crossover will be offered in Russia with a seven-seat cabin, all-wheel drive, and a hydromechanical automatic transmission. In size it sits close to the Geely Okavango known to Russians.
The initial cost of the S09 in Russia is 3.5 million rubles, and detailed technical specifications will be shared closer to the start of sales. In China the Soueast S09 is equipped with 1.6 and 2.0 turbo engines.
The car will be available in seven body colors, including black and white, along with various shades of blue and grey. There are many interior color options as well. Soueast suggests that the most popular combination in Russia will be a classic black interior with red accents and black trim.
Southeast S07
The S07 crossover has not yet been officially detailed. It is expected to offer a hydromechanical transmission and all-wheel drive, as well as a seven-seat interior. Experts interviewed by Socialbites.ca note that Russia currently has a crowded market in the C and D segments, which means the new brand will face meaningful competition.
“The 3.5 to 4 million rubles segment is already crowded with strong players. With October price increases tied to the recycling fee, models that cost around 3 million rubles may rise into the 3.5 to 4 million bracket”, auto expert Pyotr Bakanov told Socialbites.ca.
According to him, Soueast will have to contend with the recently updated Haval F7 produced in Russia, the entry-level Jetour T2, and Geely crossovers that already enjoy consumer trust in the country.
“Jetour is, to some extent, part of Chery’s brain trust. Technologies, engines, and gearboxes are shared here. It’s reasonable to think Soueast will offer similar tech to the Chery brand”, Bakanov said.
Autostat’s Sergei Udalov, the agency’s general director, notes that introducing multiple brands with a small model lineup can benefit a distributor but may not help dealers.
“Brand diversification and audience segmentation support the distributor, but dealers must work harder with a limited model range”, Udalov told Socialbites.ca.
Competition remains fierce in the crossover and SUV arena, with the C segment attracting the most buyers and led by Haval Jolion. Udalov adds that there are well over one hundred models in this segment and that brands affiliated with large groups enjoy easier market access and promotion.
“The same Southeast could ride Jetour’s momentum. The messaging may emphasize that this car is Jetour, but somehow better”, Udalov concluded.