Nigeria’s automotive sector welcomed a new entrant on Wednesday, as Soueast made its official debut via a partnership with Kewalram Chanrai Group.

The company unveiled four sport utility vehicle (SUV) models during a media launch and test drive on Lagos’s Coastal Highway.

The event, attended by dealers and auto enthusiasts, offered participants a first-hand feel for the vehicles’ performance under real-world road conditions, signalling the brand’s intent to compete in Nigeria’s increasingly dynamic mobility market.

Anil Sahgal, Chief Operating Officer of the Mobility Division at Kewalram Chanrai Group, described the move as a calculated response to evolving consumer preferences.

“For over 165 years, our reputation has been built on consistency and trust. Bringing Soueast to Nigeria is a deliberate step.”

“Today’s consumers are more discerning and focused on long-term value, seeking vehicles that combine design, safety, technology, durability and affordability, and Soueast delivers all of these,” he said.

He noted that the launch goes beyond introducing new models, highlighting the company’s investment in a comprehensive support system comprising a structured dealership network, after-sales services, and skilled technical personnel.

Some of the showcased SUVs — S05, S06, S07 and SO9 — come equipped with features such as a 540-degree panoramic camera, intelligent driver-assistance systems, advanced air filtration (CN95), wireless fast charging, premium cabin acoustics, and flexible seating arrangements.

General Manager, Gaurav Kaul, said the brand’s entry marks the beginning of a long-term commitment to the Nigerian market.

“This is more than a launch; it signals our intention to establish a lasting presence in a market that values resilience and consistency,” he said.

He added that the vehicles were designed to meet local conditions, including road conditions, fuel efficiency and overall cost of ownership.

Kaul also revealed plans to begin local assembly of the S06 and S07 models by August, alongside a five-year or 100,000-kilometre warranty for customers.

Onyinye Iyama, Marketing Manager, said the company aimed to reshape the ownership experience by focusing on transparency and customer satisfaction.

“We are introducing not only vehicles but also a new ownership journey built on reliability and value,” she said. “We promise to deliver well-engineered SUVs, backed by strong service support and clear communication.”

On workforce development, Sunday Hart, Head of Human Resources, emphasised the importance of investing in people to sustain the brand’s growth.