Soueast: owner, models, markets and what the name means
Facts checked United States status as of 4 September 2026
- HKEX 9973
Listing: Chery Automobile Co., Ltd. listed on the Hong Kong Stock Exchange on 25 September 2025, stock code 9973, at HK$30.75 a share. Chery Holding Group Co., Ltd. is not itself listed.
Soueast is the oldest name in the Chery group. It was founded in Fuzhou, Fujian, in November 1995 as a joint venture between Fujian Motor Industry Group, which held 50%, and China Motor Corporation of Taiwan. Mitsubishi Motors took 25% in 2006 and Soueast built Mitsubishi-badged cars for China until Mitsubishi withdrew in May 2021. Sales peaked at about 150,000 vehicles in 2017 and then fell away.
Chery bought the company outright in March 2024, reported as a 100% acquisition. Chery has used the Fuzhou plant for Jetour production and relaunched the Soueast badge with a new range: the S05, S06, S07 and S09 SUVs.
The relaunched brand is aimed at export markets. Wikipedia records ten knock-down assembly plants across the Middle East, Southeast Asia, Central Asia and Africa and an announced presence in eighteen countries as of 2024; the individual countries were not confirmed from a primary source in this pass.
Wholly owned by Chery since March 2024. Before that it was a joint venture of Fujian Motor Industry Group, China Motor Corporation of Taiwan and, from 2006 to 2021, Mitsubishi Motors.
Relaunched under Chery ownership from 2024 with a new S-series range aimed largely at export markets.
Key facts
| Chinese name | 东南 “dong-NAHN” 东 dōng 'east' + 南 nán 'south' — southeast, for the company's home in Fujian on China's south-east coast. |
|---|---|
| Also written | SOUEAST and South East Motor |
| Owner | Chery Holding Group |
| Founded | 1995 |
| Headquarters | Fuzhou, China |
| Origin | China |
| First car | Soueast Delica (Mitsubishi-based van), 1996 |
| Vehicles | Cars |
| Segment | Mass market |
| United States | Never sold in the United States — Never sold in the United States. |
| Founded | November 1995 in Fuzhou, Fujian |
| Original shareholders | Fujian Motor Industry Group 50%, China Motor Corporation (Taiwan) 25%; Mitsubishi Motors took 25% in 2006 and withdrew in May 2021 |
| Chery acquisition | Chery acquired Soueast in March 2024, reported as 100% |
| Current range | S05, S06, S07 and S09 SUVs, launched from 2024 |
| Export footprint | Ten knock-down assembly plants and an announced presence in 18 countries as of 2024; individual markets not verified here |
Who owns Soueast?
Wuhu municipal government (Wuhu SASAC) holds a stake in Chery Automobile Co., Ltd. at 21.17% since January 2025.
The Wuhu city government holds its Chery shares through Wuhu Investment Holding Co., Ltd., which is 95.59% owned by the city's state-asset commission. It became a direct holder of 21.17% of Chery Automobile in January 2025 and was diluted by the September 2025 share issue; the largest holder is shown at about 19.9% in later data. Chery told the Hong Kong exchange that no single party is able to control the company.
Chery Automobile Co., Ltd. owns Soueast at 100% since March 2024.
Chery acquired Soueast outright in March 2024, reported as 100%.
Former owners
Holdings that have ended. They are here because the story needs them and are never part of the current tree.
Fujian Motor Industry Group Co., Ltd. formerly held Soueast at 50% from November 1995 until March 2024.
Fujian Motor Industry Group, a provincial state company, was Soueast's founding majority shareholder with 50% until Chery bought the company.
China Motor Corporation formerly held Soueast at 25% from November 1995 until March 2024.
China Motor Corporation of Taiwan held 25% from the founding. Who held the remaining quarter before Mitsubishi took it in 2006 was not established here.
Mitsubishi Motors Corporation formerly held Soueast at 25% from 2006 until May 2021.
Mitsubishi Motors held 25% of Soueast from 2006 and the venture built Mitsubishi-badged cars for the Chinese market. Mitsubishi withdrew in May 2021, three years before Chery bought the company.
The full ownership page for Soueast · Is Soueast Chinese?
Where Soueast is sold
Recorded in 1 market : CN. Where a company publishes only its principal markets, that is a floor and not a complete list.
| Country | Code | Market page |
|---|---|---|
| China | CN | no page yet |
Soueast: questions people ask
- Who owns Soueast?
- Chery. It bought the company outright in March 2024. Before that Soueast was a Fujian state joint venture that also had Mitsubishi Motors as a 25% partner from 2006 until 2021.
- Is Soueast the same as Mitsubishi?
- No, though it built Mitsubishi-badged cars for the Chinese market while Mitsubishi held a quarter of it. Mitsubishi left in May 2021 and Chery bought the company in 2024.
- What does Soueast mean?
- It is simply south-east. The Chinese name 东南 (Dōngnán) refers to Fujian province on China's south-east coast, where the company was founded and still builds cars.
- Is Soueast sold in the United States?
- No. The relaunched brand is aimed at the Middle East, Central Asia, Southeast Asia, Latin America and Africa.