The global automotive industry is undergoing a seismic shift, with automakers like SOUEAST leading the charge from traditional export-driven models to innovative, user-oriented globalization strategies. 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.
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(Image: SOUEAST Hosted The Inaugural Global EASE DAY in Shanghai)
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:
- Stylish: Designs that reflect global trends while respecting local aesthetics.
- Comfort: Ergonomics tailored to regional usage patterns, such as spacious cabins for family-oriented markets.
- Warm-Tech: Intuitive technology that enhances daily life without overwhelming users.
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."
Phased Globalization: Balancing Present and Future
SOUEAST’s global rollout follows a carefully staged approach, aligning with regional readiness and regulatory landscapes:
1. 2024–2025: Focus on left-hand-drive markets with fuel-powered SUVs and sedans, complemented by plug-in hybrids.
2. 2026–2027: Expand into right-hand-drive markets while achieving a balance between fuel, hybrid, and electric models.
3. 2028–2030: Prioritize pure EVs for the EU, completing the industrialization of new energy vehicles.
Central to this strategy is SOUEAST’s super hybrid technology, which delivers a 44.5% thermal efficiency and 1,000 km+ ranges. It offers a pragmatic balance of performance and sustainability.
Deepening Market Integration
SOUEAST’s ambition extends beyond selling cars—it aims to become a local institution. Key initiatives include:
- KD Factories: SOUEAST's global KD (Knock-Down) factories are already operational and meet production capacity demands in key markets.
-Subsidiaries: Established subsidiaries in markets such as Uzbekistan and Saudi Arabia to better understand local needs, respond more efficiently, and enhance service quality.
- Community Programs: “EASE YOUR LIFE” light show—a global landmark illumination campaign that pays tribute to the EASE urban lifestyle—is set to expand to more countries and regions in the future.
- Sales Networks: 144 sales networks across 30+ countries and regions, with Mexico set to launch in June 2025.
"We’re not just entering markets—we’re deeply embedding ourselves within them and earning a seat at the table," noted Mr. Dai Lihong.
Value-Driven Globalization
SOUEAST’s journey underscores a critical industry truth: globalization is no longer about scale—it’s about value. By marrying user co-creation with localization, the brand demonstrates that success in the 21st century is measured not by sheer volume, but by how deeply a brand is woven into the fabric of local communities.
As the automotive world pivots from "selling products" to "solving needs," SOUEAST’s blueprint—rooted in empathy, adaptability, and shared creation—offers a compelling model for the future. The road ahead is challenging, but for brands willing to listen, adapt, and grow with their users, the opportunities are boundless.
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