On April 24, SOUEAST took a bold step forward by hosting its inaugural Global EASE DAY in Shanghai, highlighting its commitment to user co-creation and localization. This event positioned SOUEAST as a dynamic global brand that prioritizes adaptability, deep market integration, and genuine user collaboration.
User-Oriented Innovation: Beyond the "Buyer-Seller" Dynamic:
One of the core pillars SOUEAST’s renewal is a radical reimagining of the brand-user relationship. No longer content with treating customers as buyers, SOUEAST now engages them as active co-creators in product development.
The brand philosophy, "EASE YOUR LIFE," reflects SOUEAST’s insight into the growing convergence of mobility and lifestyle among urban youth worldwide. From this understanding, emerges three user-driven product attributes:
For example, SOUEAST has launched a lineup of urban SUVs designed to meet the diverse mobility needs of young urban users. The flagship D-class S09 offers premium comfort for both family and business trips. The C-class S07 combines advanced technology with trendy design, appealing to younger users seeking intelligent mobility. Also a sporty and practical C-class S06 model caters to everyday commuting and outdoor exploration with its affordability and versatility.
Localized R&D: Building Trust Through Adaptation:
Recognizing that global success hinges on local relevance, SOUEAST has invested heavily in region-specific R&D. The brand operates six overseas R&D hubs across high-potential markets like the Middle East, ASEAN, and Brazil, each addressing unique challenges:
- Middle East: Engineers have optimized the air conditioning efficiency and heat resistance of the vehicle components to ensure maximum reliability in the region's extreme heat.
“Compared to the summer heat in Turpan, China, the extreme temperatures in the Middle East place even greater challenges on vehicle air conditioning performance and durability. We identified this difference early and addressed it during the product development phase, which has enabled our models to enter the market more quickly,” explained Mr. Dai Lihong, Vice President of Chery Automobile Co., Ltd. and President of SOUEAST Motor.
To date, SOUEAST has implemented 80+ hyper-localized optimizations, a testament to its commitment to "listening first, designing second."
For example, SOUEAST has launched a lineup of urban SUVs designed to meet the diverse mobility needs of young urban users. The flagship D-class S09 offers premium comfort for both family and business trips. The C-class S07 combines advanced technology with trendy design, appealing to younger users seeking intelligent mobility. Also a sporty and practical C-class S06 model caters to everyday commuting and outdoor exploration with its affordability and versatility.
Localized R&D: Building Trust Through Adaptation:
Recognizing that global success hinges on local relevance, SOUEAST has invested heavily in region-specific R&D. The brand operates six overseas R&D hubs across high-potential markets like the Middle East, ASEAN, and Brazil, each addressing unique challenges:
Middle East: Engineers have optimized the air conditioning efficiency and heat resistance of the vehicle components to ensure maximum reliability in the region's extreme heat.
Compared to the summer heat in Turpan, China, the extreme temperatures in the Middle East place even greater challenges on vehicle air conditioning performance and durability. We identified this difference early and addressed it during the product development phase, which has enabled our models to enter the market more quickly,” explained Mr. Dai Lihong, Vice President of Chery Automobile Co., Ltd. and President of SOUEAST Motor.
