The Jetour brand, owned by Chinese automaker Chery Holding Group, has turned to another subsidiary of the automotive group to reconfigure its strategy and, to that end, has launched the Soueast division in Mexico, debuting with three models.

According to its executives, this division is characterized by offering mobility “to stylish urban youth, with comfort and cutting-edge technology as key elements.”

The first model, called the S06 i-DM, is a C-class hybrid SUV that offers a pure electric range of 114 km and a combined range of over 1,000 km on a full tank. The second is called the S07, a Class C SUV with a gasoline engine, while the third is the S09, an SUV aimed at the premium Class D segment, available in a 7-seater version.

Brand executives estimate that the Soueast brand will have 40 showrooms by the end of the year, with another 10 facilities to be added in 2026. They also stated that they are making preparations to set up a parts distribution center to supply all of Latin America.

The executives also assured that they are considering establishing a research center so that the units they import are aligned with local consumer needs.