Photo:SOUEAST

The 21st Shanghai International Automobile Industry Exhibition (Auto Shanghai 2025) once again redefined the global automotive landscape, drawing over 63,000 international attendees and unveiling 163 new vehicle models. This year's exhibition underscored that China's rapid rise in automotive innovation is no longer just a regional story, but rather a global phenomenon.

Evolving with new urban generation 

During the show week, Chinese automaker SOUEAST Motor hosted Global EASE DAY - a multi-day program that brought together international media to experience the brand's evolving vision firsthand. More than just a product showcase, the event marked a significant shift in automotive thinking: Innovation should begin not only on the production line, but by identifying and addressing the changing mobility needs of a new generation of global users. 

Guided by the brand philosophy of "Ease your life," SOUEAST focuses on meeting the diverse mobility needs of urban youth worldwide. From day one, the company has prioritized co-creation with global users - not merely enhancing the product experience, but fundamentally redefining the relationship between brand and consumer. 

SOUEAST vehicles are defined by three core attributes: style, comfort, and warm-tech - precisely capturing the aesthetic and functional preferences of today's urban youth. These vehicles reflect a shift in perspective among young city dwellers, who increasingly view their cars as extensions of their living spaces. 

Photo:SOUEAST

Precision in global expansion 

Faced with the complexity and diversity of global markets, SOUEAST has built its core competitiveness through a balance of foresight and pragmatism, leveraging both technological variety and localized adaptability. Its product lineup spans four energy types - internal combustion engine, hybrid electric vehicle, plug-in hybrid electric vehicle, and fully electric vehicle - ensuring compatibility with a wide range of regional energy policies and user needs. 

The company's six global R&D centers - located across regions from the Middle East to ASEAN countries - enable SOUEAST to tailor product development to diverse climates, regulations, and user behaviors. Instead of chasing sales volume through cost advantages, the brand is focused on building resilient and deeply rooted global operations. It has already entered over 30 countries and aims to expand to more than 60 by 2025, with more than 300 sales networks. 

Though SOUEAST's global journey is still in its early stages, the contours of a new globalization model are already emerging. As the automotive industry moves beyond price-based competition toward deeper user co-creation and localized strategies, SOUEAST is making notable progress in exploring a new approach to global expansion.