West Lake Motors, a subsidiary of Al Mana Holding, proudly marked a new milestone in Qatar’s automotive landscape with the opening of the first SOUEAST Showroom in Doha.

The launch event, held at the brand-new SOUEAST showroom on Salwa Road, brought together a vibrant mix of media representatives, social media influencers, business partners, and fleet customers , all eager to witness the arrival of one of the most exciting automotive brands to enter the Qatari market.

As the sun set over the new Showroom, the evening began with an immersive outdoor spectacle that perfectly captured the brand’s spirit. In front of the Showroom, giant standing letters spelling “SOUEAST” stood there, except for one missing piece. Guests watched as the final letter “E” was placed into position, instantly illuminating the entire Showroom in a dazzling burst of light. This powerful moment signified more than the start of the evening; it marked the official Opening of SOUEAST Showroom in Qatar.

Guests were then welcomed inside to a vibrant and engaging atmosphere filled with energy and discovery. The SOUEAST Showroom blended modern automotive design with cultural artistry, featuring calligraphy, shakers, and heartfelt testimonials that reflected the harmony between innovation, craftsmanship, and tradition.

“At West Lake Motors, we are proud to open this exciting new chapter in Qatar a nation that continues to inspire the region with its vision, innovation, and leadership,” said Moncef Ahabchane, Chief Operating Officer at West Lake Motors.

“With SOUEAST, we are not just driving another automotive brand; we are bringing a new mindset one that redefines what drivers can expect from their cars. SOUEAST combines advanced technology, refined design, comfort, and safety to deliver premium quality at an accessible price. It speaks directly to the new generation of Qatari drivers who seek reliability, style, and value without compromise.”

He concluded,“This launch marks the beginning of a journey built on trust, innovation, and our deep commitment to serving the evolving needs of Qatar’s automotive market.”

Over 80 guests attended the launch, enjoying an exclusive opportunity to explore the full range of SOUEAST models available in Qatar. The experience extended beyond admiration, were attendees participated in test drives, getting a first-hand feel of the brand’s performance, comfort, and engineering precision.

The grand opening was not just the unveiling of a new showroom, but the beginning of an exciting new chapter for Qatar’s automotive market. With West Lake Motors leading the charge, SOUEAST is poised to redefine value, performance, and design for a new generation of drivers in the region.

As the evening came to a close, guests left with lasting impressions, unforgettable memories, and a shared sense of excitement for what lies ahead, a future where SOUEAST becomes a familiar and trusted name on Qatar’s roads.

Features

The SOUEAST S06 – a C-segment SUV designed for modern urban life. Offering bold exterior styling and cutting-edge tech, the S06 is powered by a choice of a 1.5L turbocharged engine delivering 156 HP and 230 Nm of torque, or a 1.6L turbocharged engine producing 197 HP and 290 Nm of torque. Both are paired with efficient dual-clutch transmissions. For those seeking the ultimate in innovation, the S06 DM plug-in hybrid stands out with a combined output of 355 HP and 530 Nm of torque, an electric-assisted range of up to 1,000 km, and acceleration from 0 to 100 km/h in just 7.2 seconds.

Inside, the S06 is engineered for a connected and comfortable ride, featuring a 15.6-inch infotainment touchscreen with wireless Apple CarPlay and Android Auto, a premium 8-speaker Sony sound system, and intelligent voice control. Other highlights include a 540-degree panoramic eagle-eye view camera, 20-inch alloy wheels, ambient lighting, a panoramic sunroof, and an automatic tailgate. Convenience features such as remote engine start, ventilated seats, a dual-zone climate control system with a cooled and heated armrest box, and 50W wireless phone charging further elevate the experience. Safety remains a key priority with advanced systems like Adaptive Cruise Control, Lane Keeping Assist, Blind Spot Detection, Automatic Emergency Braking, and eight airbags.

For drivers and families needing more space and adaptability, the SOUEAST S07 delivers a refined, 7-seater experience with smart versatility. It comes with either a 1.5L or 1.6L turbocharged engine, with front-wheel or all-wheel drive configurations. The cabin boasts a striking 24.6-inch combined digital display, wireless smartphone connectivity, a Sony premium audio system, ambient lighting, and a panoramic sunroof. A flexible 2+3+2 seating layout ensures optimal passenger comfort, while convenience features such as ventilated seats, three-zone automatic climate control, remote start, and wireless charging make it ideal for active households. The S07 is equipped with the same full suite of advanced driver assistance systems for added safety and assurance on the road.

 

Leading the lineup is the SOUEAST S09 – a flagship D-segment SUV built for those who demand premium comfort, power, and innovation. Powered by a 2.0L turbocharged engine producing 237 HP and 375 Nm of torque, the S09 is offered in both front-wheel and all-wheel-drive options, paired with either a 7-speed DCT or 8-speed automatic transmission. The interior is a showcase of thoughtful design, with a 15.6-inch central touchscreen, wireless Apple CarPlay and Android Auto, a Sony 8-speaker sound system, and a suite of luxury features including ventilated and heated seats, three-zone climate control with ceiling-mounted vents, ambient lighting, a panoramic sunroof, and intelligent voice assistance. Like the rest of the SOUEAST range, the S09 comes fully equipped with top-tier safety systems, including 540-degree surround view, Lane Change Warning, Traffic Jam Assist, Forward Collision Warning, and eight airbags.

For more information or to book your test drive, visit the SOUEAST showroom at Salwa Road or call 800 0909.