Business

Chinese automotive brand SOUEAST has officially launched in Iraq with a grand event at the Rotana Hotel in Erbil. This marks the brand's first step in its ambitious Middle East strategy, following a global rebranding effort in September 2024.

Themed “EASE YOUR LIFE”, the launch event emphasized SOUEAST's vision of delivering an optimistic and consumer-oriented lifestyle. Local industry leaders, SOUEAST executives, and representatives from its regional distributor, Harlem Group, gathered to celebrate this milestone.

Entering Iraq with Two Models

SOUEAST introduced two flagship SUVs to the Iraqi market:

1. S09 – A premium D-Class SUV designed for urban elites, offering luxury, spacious interiors, and superior performance, ideal for family and business use.
2. S07 – A smart C-Class SUV available in 5- and 7-seat configurations, targeting young consumers with its fashionable design and intelligent technology.

Collaboration with Harlem Group

The partnership with Harlem Group is central to SOUEAST's strategy in Iraq. Harlem Group plans to establish high-standard showrooms and service centers in key cities, including Erbil, Baghdad, and Basra, aiming for full nationwide coverage by the end of 2025.

Mr. Ke, Vice President of SOUEAST Motor, highlighted the company’s commitment to innovation and quality, stating, "Through collaboration with Harlem Group, SOUEAST will deliver advanced technology, superior quality, and consumer-focused services to the Iraqi market."

Mr. Adel Al-Hammami, COO of Harlem Group, added, "Our partnership recognizes SOUEAST's high-quality products and innovative design. Together, we aim to bring a seamless automotive experience to Iraq."

Ambitious Global Goals

With subsidiaries already established in seven countries in 2024, SOUEAST is rapidly expanding its global presence. The Iraqi launch marks its entry into the Middle East market, with plans to penetrate over 80 international markets within five years. The company aims to build more than 2,000 outlets worldwide, spreading its "EASE YOUR LIFE" philosophy on a global scale.

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