In connection with World Tourism Day, observed on September 27th, the Chinese car manufacturer Jetour is utilizing its international campaign 'Travel With Jetour' to promote the tourism and lifestyle aspect of its business locally.
This campaign is part of a broader brand strategy to solidify its position in the local market approximately two years after its launch. Jetour registered its subsidiary in South Africa in January 2024 and began local operations later that same year, introducing the Dashing and X70 Plus models with right-hand drive in Johannesburg in September 2024. Several other models have since entered the market.
The brand received its most significant local recognition in May 2026 when the Jetour T2 model won the top prize at the 'South African Car of the Year' award, as well as receiving an award in the 'Mild Adventure' category. This marked the first time a Chinese brand had won overall in the 40-year history of this award.
Jetour claims that more than 4,000 units of the T2 have been sold in the local market since its launch, which accounts for part of the total global sales volume of 570,000 units. Furthermore, the company states that this model was selected as the official transport vehicle for the G20 Summit held in South Africa. The company also reports that in the second quarter of 2026, it held a leading position in the compact SUV segment with a square design, and its dealership network received a Gold Award in the National Automobile Association's Dealer Satisfaction Index for 2025—though this data has not been independently verified.
Beyond the vehicles themselves, Jetour's local strategy is built around three areas: product assortment, service ecosystem, and partnerships, as well as culture and lifestyle-related marketing. In practice, this has included establishing a local owners' club, hosting a music festival for fans in May 2025, and positioning the cars towards active recreation and adventure.
Globally, the company states that it has over 2,000 sales and service points in markets across more than 100 countries, and describes having built relationships with over 2.5 million customers whom it calls 'travelers.' This approach to brand building through community and experience, rather than solely through price and technical specifications, has been adopted by several other automakers, particularly Chinese brands entering the South African market in recent years.
Jetour has also supported nature conservation content, including the documentary 'Cheetah's Return,' filmed in Namibia in collaboration with Discovery, which won a Golden Telegram in 2025. The second season, released this year, brought additional awards: a Golden Telegram, two Silver Telegrams, and a Golden Tower at New York advertising festivals. The company has funded similar projects related to the Sindh Ibex in Pakistan, the Tibetan Antelope in China, and turtles in Malaysia. These initiatives are included in Jetour's marketing expenses, not its core automotive manufacturing business, and are part of the brand's attempt to differentiate itself from competitors offering similar features at comparable prices.
It remains unclear whether this broader 'ecosystem' strategy—owners' clubs, festivals, and documentaries—is translating into measurable sales, or if it primarily serves as a marketing layer over competitive pricing and rapid model expansion while Jetour's presence in the market matures.