History
Before 2024
Soueast was founded in November 1995 as a joint venture between China Motor Corporation and Fujian Motor Industry Group.[7] Mitsubishi became a partner in the joint venture in 2006.[8]
In April 2008, Soueast was awarded a contract to supply 5,700 Delica minibuses to the Iranian Mehreghan Co.[9][10] In the same year, Jackie Chan was signed on as a Mitsubishi brand ambassador for Mainland 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.[13]
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.[14]
The company was acquired by Chery in 2024 and is currently producing Jetour vehicles.[15][16]
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.
