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Soueast

South East (Fujian) Motor Co., Ltd., trading as Soueast, is a Chinese automobile manufacturer based in Fuzhou, Fujian, and was a joint venture between China Motor Corporation (25%), Fujian Motor Industry Group (50%) and Mitsubishi Motors (25%). Its principal activity is the design, development, production and sale of passenger cars and minibuses sold under the Soueast marque. It used to manufactures Mitsubishi brand passenger cars for sale in mainland China.

As of early 2011, Soueast had an annual production capacity of around 180,000 units, but this was set to rise to 300,000 with the completion of current construction, which may have been finished by early 2012.

Although the competition is fierce, the niche has advantages in the market segment, which has earned it a certain degree of praise among buyers who focus on controllability. It once exceeded 100,000 units. In May 2021, Mitsubishi announced its withdrawal from Southeast Motor, ending 26 years between the two parties. years of cooperation. In mid-2023, Mitsubishi officially ended the sale of all shares in the Chinese market. China Motor Corporation stated that they have stopped introducing models for a period of time without much impact. They are still optimistic about the future of the Soueast Auto brand and will mainly accelerate modernization and electrification.

The company was acquired by Chery in 2024 and is currently producing Jetour vehicles.

History

Soueast was founded in November 1995 as a joint venture between China Motor Corporation and Fujian Motor Industry Group. Mitsubishi became a partner in the joint venture in 2006.

In April 2008, Soueast was awarded a contract to supply 5,700 Delica minibuses to the Iranian Mehreghan Co. In the same year, Jackie Chan was signed on as a Mitsubishi brand ambassador for Mainland China markets.

Products

Soueast Motors produces Soueast-branded models including the V3 and V5 sedans, and a range of Mitsubishi models for the Chinese market.

Soueast marque

Soueast produces the following models under the Soueast marque:

Soueast A5 Yiwu (2019)
Soueast DX3 (2016)
Soueast DX5 (2019)
Soueast DX7 Bolang SUV (2015)
Soueast DX8 (2018)
Soueast DX9

Discontinued:

Soueast C1 Xiwang microvan (2011)
Soueast Delica minibus (1996)
Soueast Freeca (2001)
Soueast Lioncel (2003)
Soueast V3 Lingyue sedan (2008)
Soueast V5 Lingzhi sedan (2012)
Soueast V6 Lingshi hatchback (2013)

Mitsubishi marque

Soueast produces the following models under the Mitsubishi marque:

Lancer
Lancer EX
Lancer Fortis
Galant
Zinger

Dodge marque

Dodge Caravan

Operations

Soueast has at least one production base in Qingkou city, Minhou County, Fuzhou, Fujian province. This location has probably been expanded three times with the second phase possibly completed c. 2009 as that year saw a 150% increase in units produced. As of early 2011, total yearly production capacity for all sites was forecast to soon reach 300,000 with the completion of the base's third phase. February 2012 production was 37% higher than that of the previous year, which may reflect this additional capacity coming online.

Sales

A total of 96,553 Soueast brand passenger cars were sold in China in 2013, making it the 38th largest-selling car brand in the country in that year (and the 21st largest-selling Chinese brand).