Since its establishment in 2018, Jetour has quickly grown into a globally recognised marque under the Chery Motors umbrella. The brand was successfully introduced in South Africa recently and has already sold over 500 vehicles locally. Even so, Jetour is making a radical departure from its current positioning and will venture into a completely new direction in the future.
The United Kingdom has Land Rover, the United States has Jeep, and China? Well, China will have Jetour. That was the key message from KE Chaundeng, Vice-President of Jetour Auto International, at the brand’s recent global Travel+ conference in Fuzhou, China.
A lofty ideal? For sure. Overreach? Perhaps, given that Jetour, a young startup under the Chery Group banner, is not only up against traditional brands like Land Rover, Jeep, and Toyota in the off-road adventure market space but also established Chinese marques such as BAIC and GWM.
Also, given that the Jetour line-up now consists of crossover SUVs only, how does the young brand, established in 2018, plan to become a significant force in this revered and highly competitive segment? The current range is actually a hangover from the Soueast Motor period, before Chery acquired the company earlier this year.
Soueast Motor, a joint venture between China Motor Corporation and Fujian Motor Industry Group – and earlier, also Mitsubishi – produced the S06 crossover SUV. This model has now become the Jetour Dashing. Similarly, the Soueast S07 was rebadged as the Jetour X70 Plus and the Soueast S09 was renamed Jetour X90 Plus.
In the interim period until the Chery acquisition, the Soueast manufacturing facility in Fuzhou (now called the Jetour Fuzhou Intelligent Factory) ramped up for production of the brand’s new model lineup – starting with the new T2 adventure off-road SUV – and we visited the plant while attending the Jetour global Travel+ conference in the city.
NEW DIRECTION
Although Jetour is on a high after its recent successful introduction into South Africa, it soon became apparent during the global conference that the brand is making a radical departure from its current positioning as a luxury SUV manufacturer, even though Jetour has already achieved 1.4 million global sales with its current model line-up, with over 440,000 units sold this year, making it the fastest growing new Chinese SUV brand.
The strategic realignment for Jetour was most likely prompted by other Chery affiliate companies, such as Omoda, Jaecoo, and Exceed, which are already competing in this segment, leading to possible cannibalisation. So, Jetour will now venture into a new direction … occupying the “Travel+” space as a rival to the new Defender brand from Land Rover, the Tank brand from GWM, and the B-series models from BAIC.
This new direction is led by the T2, which was officially launched in Dubai, United Arab Emirates, in January this year. This model has already emerged as a top seller across the UAE, Qatar and Saudi Arabia, and both the T2 and T1 off-road Travel Series models will be launching in South Africa next year.
Jetour’s marketing focus is on “Travel+”, a strategy that approaches consumers with a travel mindset, entices them to travel with their vehicles and explore with them, and equip them with a whole host of branded accessories. The final aim of the lifestyle-focused strategy is to position Jetour as a leading global brand in hybrid off-road vehicles.
T FOR TRAVEL
The upcoming production-ready T5 super heavy off-road vehicle, an awe-inspiring Ford F250-sized machine, was also displayed to showcase the future T-models that are set to join the X70 Plus and Dashing in South Africa (and will replace them as well as the X90 Plus at the end of their model lifecycles).
The T1 is a light off-road vehicle (very similar to the Jeacoo J7), the T2 is an adventure off-roader, the T5 (expected next year) is developed for changeable off-road situations, and the T7 for extreme off-road conditions. And yes, there is a pickup truck in the mix, too: the P5 double cab that is expected to reach South Africa in 2026.
The T1 and T2 models are built on the same platform and share engine and drivetrain options. The T2 is slightly bigger than the T1 and both models are offered with an AWD system. However, the more off-road-oriented T2 has more aggressive off-road driving modes than the T1.
In terms of preliminary powertrain spec, the T5 is a monster, with a 2.0-litre ICE engine, a battery pack and three electric motors delivering a combined 540 kW and 795 Nm of torque, making a zero to 100 km/h acceleration time of only 4.6 seconds possible. The T7 will incorporate Jetour’s REEV technology, combining a 2.0-litre turbo engine and four-vector electric motors, making it possible even to sail (I kid you not) with it.
The T1 and T2 models will initially be available with three powertrain and two engine options, while the i-Dm hybrid models are expected later. The 1.5-litre turbo engine, coupled with a seven-speed DCT, as found in most Chery brand vehicles, delivers 135 kW and 290 kW of torque.
The mid-range T2 is equipped with a 2.0T petrol mated to a seven-speed DCT, but during a quick test drive at the Pingtan International Karting Circuit, we found the top T2 derivative powered by a 2.0-litre turbo engine mated to an eight-speed auto transmission (like in the Chery Tiggo 8 Pro) was the best option in terms of performance.
Although the test drive consisted of a quick run through a handling course and a short off-road track, first impressions of the newcomers regarding performance, technology and quality were very favourable. The interiors are well appointed, with good fit and finish, and this bodes well for their local market entry in mid-2025.
South Africa will be the first right-hand drive market to receive these models, and the T machines should add impetus to Jetour SA’s drive to reach a sales goal of 30,000 units over the next three years. Internationally, Jetour will introduce eight new products within the next two years, and the manufacturer plans to build 19 factories overseas by 2030.
STATE-OF-THE-ART FACTORY
The T2 is produced in Jetour’s Fuzhou Intelligent Factory, the global headquarters of its world-class manufacturing centre. The factory encompasses the full spectrum of vehicle production capabilities, including stamping, welding, painting and assembly, with an annual capacity of 200,000 units. It plans to double its output to 400,000 units per year.
Jetour implemented an advanced material management system with autonomous mobile robots and automatic guided vehicles that manage daily logistics at the facility. In the paint shop, programmed robots complete 18 tasks per hour, completing 10,000 units monthly. The assembly line supports the flexible production of four models on two platforms, including new energy models.
Judging from our experience at the factory and conference, it is easy to understand the appeal of the Jetour brand, and given its new Travel+ direction for the brand and the imposing range of T models to support it, it will be interesting to follow the Jetour journey locally.
Report by PAUL VAN GASS | Images © PAUL VAN GASS/JETOUR
