Soueast Enters Nigeria with Robust SUV Portfolio, Sets Sights on Q3 Local Assembly

Soueast Enters Nigeria with Robust SUV Portfolio, Sets Sights on Q3 Local Assembly

Nigeria’s automotive landscape witnessed a significant shift on Wednesday as Soueast formally entered the Nigerian market, courtesy of the Kewalram Chanrai Group. The entry was marked by a media launch followed by a test drive of its full range of SUVs along the scenic Coastal Highway in Lagos, signalling a fresh wave of competition in the fast-evolving mobility space.

The high-profile event brought together dealerships, media, and auto enthusiasts, offering first-hand experience of the brand’s capabilities in real driving conditions.

Speaking at the launch, Chief Operating Officer, Mobility Division of Kewalram Chanrai Group, Mr. Anil Sahgal, described the move as a strategic response to changing consumer expectations in Nigeria.

“For over 165 years, Kewalram Chanrai Group’s reputation has been built on trust delivered through consistency,” he said. “Our decision to bring Soueast into Nigeria is deliberate. Today’s Nigerian customer is more informed and focused on long-term value. There is a growing demand for vehicles that combine modern design, safety, technology, durability, and affordability — and Soueast fits precisely into this space.”

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The COO emphasized that the company is not merely introducing a new brand but backing it with robust infrastructure, including a structured dealership network, strong after-sales systems, skilled technical teams, and a long-term investment approach.

He noted that the SUVs unveiled had been engineered with Nigerian realities in mind, addressing road conditions, fuel efficiency concerns, durability needs, and total cost of ownership.

“This is not just a product launch; it is the beginning of a long-term commitment to a market that demands resilience, value, and consistency,” he added. “Our vehicles are built on three pillars — product integrity, adaptability, and value sustainability.”

Sahgal also disclosed plans to commence local assembly of the vehicles by the third quarter of 2026, underscoring the group’s long-term commitment to the Nigerian market.

The highlight of the event was the test drive session along the Coastal Road, where participants assessed the performance, comfort, and handling of the Soueast range under real traffic and road conditions — a move widely seen as a confidence-building step by the company.

Soueast Enters Nigeria with Robust SUV Portfolio, Sets Sights on Q3 Local Assembly