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SOUEAST UAE announced the launch of the S08 Luxury petrol-powered seven-seater SUV on August 19, 2026. The company, which is distributed by Elite Group Holding, set the starting price at AED 99,900 with customer test drives scheduled to begin six days later. The move follows the strong market reception of the flagship S08DM plug-in hybrid variant, which the company said contributed to its best first-half performance since entering the UAE.
According to the announcement, the S08DM has delivered a driving range of up to 900 kilometres on a full tank and charge while helping establish the brand in a crowded segment. This success has positioned SOUEAST to broaden its appeal with the addition of a pure petrol option in the popular seven-seat SUV category. The company said the new model builds directly on that momentum by offering an alternative powertrain without sacrificing interior space or features.
The S08 Luxury features premium leather upholstery with heating, ventilation and massage capabilities across multiple rows, the company said in its statement. A 15.6-inch tilting smart touchscreen serves as the centrepiece of the interior technology suite, complemented by more than 15 advanced driver assistance systems. CDC intelligent suspension further enhances ride comfort across varied road conditions, according to the launch material.
Ownership is backed by a 10-year or one-million-kilometre warranty together with five years of roadside assistance and three years of complimentary servicing, the announcement detailed. These provisions form part of the integrated support ecosystem provided through Elite Group Holding’s network of outlets in Al Ain and Ajman. The company emphasised availability of the 800-SOUEAST hotline for immediate bookings that opened with the reveal.
A focus2move assessment of the Emirates automotive market reported that new vehicle sales declined 19.1 percent in the first quarter of 2026. Chinese manufacturers have nevertheless continued to gain traction in the UAE, an Arab Wheels analysis from March 2026 found, with SUVs accounting for 50 to 60 percent of total new vehicle registrations. The S08 series targets this dominant segment through its combination of space, technology and competitive pricing.
The company highlighted that the S08 Luxury expands customer choice while maintaining the brand’s established positioning. Social media updates from SOUEAST UAE have showcased the model’s bold exterior design alongside its spacious cabin layout configured for seven occupants. Pre-booking is now open through the official channels as the brand seeks to capitalise on its first-half sales strength.
