On August 16, Elite Group Holding unveiled its latest SOUEAST showroom in Deira, strengthening its collaboration with the renowned Chinese automotive brand to grow its presence in the UAE. This new showroom, following the earlier debut on Sheikh Zayed Road, underscores Elite Group Holding’s plan to make affordable, high-tech SUVs more accessible to Emirates customers. A third showroom will open in Abu Dhabi by the end of 2025.
Spanning 550 sqm, the showroom, open to the public since August 16, 2025, offers interactive displays, a cozy lounge, a children’s play area, and a café, providing a warm atmosphere for exploring SOUEAST’s models like the S06, S06 DM (Plug-In Hybrid), S07, and S09. These features highlight the brand’s dedication to quality, accessibility, and meticulous attention to detail, ensuring customers embrace SOUEAST’s ‘Ease Your Life’ ethos from their first visit.
“Opening our new showroom marks an exciting chapter in our thriving partnership within the UAE automotive market. This venue embodies our vision and passion for delivering an outstanding customer experience. We’re thrilled to continue showcasing our premium SUV lineup, pairing innovation with accessibility for our clients,” expressed Elie Nehme, general manager of SOUEAST UAE at Elite Group Holding.
Elite Group Holding consistently puts customer experience at the forefront. In partnership with SOUEAST, the Group guarantees swift response times for customer requests, notably ensuring quick, reliable spare part availability. This responsiveness has positioned Elite Group Holding as a leader in customer care in the UAE automotive sector, fostering trust and loyalty among its expanding clientele.
The new Deira showroom also spotlighted the launch of the S09 AWD (All-Wheel Drive), featuring a robust 2.0T engine and an 8-speed automatic transmission. It offers six drive modes to suit various road conditions and driving styles. Like its counterparts, the S09 AWD is supported by a 10-year or one-million-kilometer warranty, underscoring the brand’s unwavering commitment to durability.
