Exclusive Interview: Victor Zhao on the SOUO S2000, Dubai Launch and the Brand’s Middle East Ambitions
In an exclusive interview, Victor Zhao, CEO of GWM & SOUO, discusses the vision behind the new SOUO S2000, its engineering and technology, the importance of the UAE market, and the brand’s ambitious expansion plans across the Middle East.
What inspired the development of the new SOUO S2000, and what makes this model significant for the brand?
The S2000 was born from a bold vision — to redefine what a motorcycle can be.
It is rooted in two core DNA strands: GWM Group founder Jack Wei’s lifelong passion for riding, and more than thirty years of automotive manufacturing heritage, bringing precision engineering and smart technology to two wheels.
We asked: why not build a motorcycle with the soul of a luxury car? The S2000 fuses eight-cylinder power with grand-tourer comfort, expressed through an Eastern “Awakening Lion” design.
It is not just our first global product — it is a declaration that Chinese engineering belongs at the pinnacle of motorcycle craftsmanship.
What are the most important design, performance and technology features of the SOUO S2000?
The S2000 features the world’s only mass-produced flat-eight engine — 1,999cc, producing 154 hp and 190 Nm, paired with an eight-speed dual-clutch transmission and shaft drive. Its “Awakening Lion” design includes dynamic lighting and a commanding stance.
We have semi-active suspension, which gives riders one of the broadest ranges between comfort and dynamic performance in this segment. We also have Brembo brakes with Bosch ABS, featuring a combined braking system for the front and rear, as well as our in-house-developed cornering traction control.
Our tyres are specially developed with a speed index of 240 km/h for excellent handling and safe high-speed riding.
Who is the target customer for the S2000 in the UAE and GCC markets?
Our target customer in the UAE and GCC is a discerning individual who values engineering excellence, exclusivity and experiences beyond conventional transport.
They are collectors, entrepreneurs and passionate riders who see the S2000 as a statement, not just a motorcycle. They demand the finest in performance, comfort and technology, recognizing that true luxury lies in the details.
The GCC’s deep appreciation for premium products and vibrant motorcycle culture makes it the perfect audience for what we have created.
How does the S2000 differentiate itself from other models currently available in its segment?
We have very high performance in this segment, combined with high-tech features. Our semi-active suspension fulfils the rider’s demand for both comfort and dynamic performance, with the ability to switch modes easily.
Our combined braking system transfers braking force between the front and rear to help reduce braking distance.
Our DCT can support relaxed engine speeds in Rain mode to maximize range, while at the other end of the spectrum, Sport mode allows you to unleash the lion and enjoy the full performance of the motorcycle.
It is a pure riding machine without distraction — only you and your machine. You never feel that something is missing. It is all there. Take a test ride and you will feel it.
What warranty, servicing, spare-parts availability and after-sales support will you offer customers in the UAE?
Through our partnership with N S Lootah Motors, we are building a comprehensive after-sales ecosystem in the UAE.
The S2000 comes with a three-year or unlimited-kilometre warranty, with scheduled maintenance throughout the service cycle. SOUO’s after-sales coverage extends across the entire UAE.
Our commitment goes beyond selling motorcycles — we are building lifelong relationships with every rider, welcoming them into the SOUO family through exclusive events and personalized experiences.
How important is the opening of this new showroom to SOUO’s regional growth strategy and customer experience?
The Dubai showroom is the cornerstone of our Middle East strategy. It is far more than a sales point — it is an immersive brand experience where customers can hear the roar of the eight-cylinder engine, explore the craftsmanship up close and connect with the SOUO community.
As a regional hub, Dubai makes this showroom a beacon, drawing enthusiasts from across the GCC and establishing SOUO’s presence in the premium motorcycle market.
It is the physical embodiment of our brand’s arrival on the global stage.
What are SOUO’s future plans for the UAE and the wider Middle East, including upcoming models and further showroom expansion?
Dubai marks the starting point of SOUO’s global strategy. As our first foothold, we will cultivate brand culture through riding events, experience days and an exclusive owners’ club, building a loyal rider community.
Notably, our second overseas store is set to open in Doha, Qatar, this October. Leveraging Dubai and Doha as regional hubs, we will expand systematically into Saudi Arabia, Kuwait, Bahrain, Oman and other GCC countries.
Beyond the S2000, our new MC03 platform, launching in 2028, will introduce ADV adventure models and street bikes, covering everything from long-distance exploration to urban commuting.
Our vision is clear: to establish SOUO as a globally recognized premium brand, with the Middle East as one of our most important growth markets.
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