Elite Group Holding Launches First Multi-Brand Jetour–SOUEAST Showrooms in the UAE

Abu Dhabi: The UAE automotive retail landscape continues to evolve, and the latest move by Elite Group Holding signals a major step forward. The group has officially launched its first dedicated multi-brand showrooms featuring Jetour and SOUEAST under one roof. Marking a major milestone with the new showrooms, it shows brands' nationwide expansion strategy with a focus on accessibility, customer experience, and different brand choices. It helps the brand bring the premium automotive brands closer to customers outside Dubai and introduces a modern, customer-centric retail concept.

Strengthening Elite Group Holding’s UAE Network

The launch of the two new showrooms is a major milestone for both the Elite Group Holding and the auto enthusiasts. The showroom location is strategically chosen to cater to the growing automotive markets in Al Ain and Ajman. Designed to bring automotive retail closer to customers beyond Dubai in these key regions.  

The Ajman showroom opened on February 10, 2026, followed by the Al Ain location on February 15, 2026, with celebratory events at both sites. Each showroom is built to deliver a seamless multi-brand experience. Here, visitors can explore the complete lineups of Jetour and SOUEAST in a single, premium environment. Key highlights of the Showroom, including the giant size:

• Ajman showroom: Spread across 2,100 sqm
• Al Ain showroom: Covers a space of 2,300 sqm

Both facilities also include the following:

• Fully equipped service centres
• Dedicated brand consultants
• Customer lounges
• Tailored sales and ownership services

This approach helps the buyers in making the ownership journey from discovery to after-sales support very seamless. 

A New Multi-Brand Retail Experience

The new kind of showrooms also make it easier for the buyers to compare two distinct brands side by side and their respective models. Now the new customer wants choice, flexibility, and experience before making the final decision, and these multi-brand showrooms help in that. Even other dealerships are moving away from the traditional single-brand dealerships to multi-brand showrooms.

Leadership Perspective 

Haroon Hayat, the Group CFO of Elite Group Holding, highlighted the strategic vision behind the expansion. Addressed the changing customer expectations towards more accessible and experience-focused automotive retail and said the expansion strategy helps in: 

• Bringing brands closer to customers
• Strengthening brand presence across key UAE markets
• Supports long-term growth and engagement
• Creates a future-ready automotive retail ecosystem

Showroom Highlights: Latest Models on Display

Both brands showcased the latest models on these showrooms include the: 

SOUEAST Lineup and the S08DM

SOUEAST recently celebrated its first anniversary in the UAE, offering a portfolio of 5- and 7-seater SUVs across petrol and plug-in hybrid powertrains. TheSOUEAST S08DM, a 7-seater plug-in hybrid SUV, was also present in the showrooms. With the Key highlights including the:

• Dual-mode hybrid technology
• Around 355 hp and 530 Nm torque
• Family-focused design with spacious comfort
• Premium materials and practical features

The S08DM targets the buyers who are looking for both efficiency and performance with the lifestyle appeal.

Jetour Spotlight: The G700

Another major attraction is the Jetour G700, a premium off-road SUV designed to blend performance with luxury. Its Performance and technology highlights include:

• Up to 904 PS combined power
• 1,135 Nm torque
• 0–100 km/h in 4.6 seconds
• Driving range of up to 1,000 km

The SUV is engineered for both desert and urban environments while delivering a high-end interior experience with features like the:

• Massage seats
• Advanced air filtration
• Panoramic sunroof
• 35.4-inch digital display
• 18-speaker Dolby Atmos sound system

Future Expansion Plans

The Al Ain and Ajman openings are just the beginning. Elite Group Holding has many other openings in the future pipeline with the confirmed upcoming showrooms in Ras Al Khaimah and Fujairah. It will continue to build a comprehensive, nationwide network following the modern retail trends in UAE buyers, as we saw in the past with the ART Elite Car Rental launch in the 2025. 

Also Read: Latest Chevrolet Line-up in UAE — Budget to Family Cars Explained