Jetour marks eight years of its ‘Travel+’ strategy

Chinese SUV brand Jetour is expanding its global presence by combining vehicle development with travel, outdoor exploration and customer experiences under its “Travel+” strategy.

Since its global launch in 2018, the brand has positioned travel as a central part of its product development and marketing, aiming to appeal to customers seeking vehicles for both everyday use and outdoor adventures. Jetour has grown from a specialist in box-style SUVs in China into an international automotive brand. Its latest strategy and technologies will be showcased at the 2026 Jetour Global Technology Experience Day, scheduled to take place in Wuhu, China, from 20 to 23 October. Under the theme “Future Travel Starts Now”, the event will bring together international guests for experiences across urban areas, mountains and wetlands. Activities are expected to include drives through the bamboo forests of Moganshan and a visit to conservation efforts for the crested ibis at Xiazhu Lake.

Travel-focused design drives growth - As competition intensifies in the SUV market, Jetour has sought to distinguish itself through its “Travel+” strategy and box-style vehicle designs, which combine off-road capability, interior space and long-distance comfort.

The company said cumulative global sales reached 2.56 million vehicles by September 2026. Its products are available in more than 100 countries and regions, and it ranks first in box-style SUV sales in 13 countries, according to the company. In South Africa, Jetour has entered the country's top 10 best-selling automotive brands within two years of beginning operations, the company said.

Its product range includes the T-Series, while the G-Series is scheduled to launch in South Africa in 2027. The company says it intends to expand its range to meet demand across different markets. Jetour's broader strategy is guided by the philosophy “In Somewhere, For Somewhere, Be Somewhere”, which it says reflects its intention to adapt to local markets while expanding into regions such as Europe, Australia and New Zealand.

Linking travel with conservation and culture - Beyond vehicle sales, Jetour is developing partnerships and customer activities around outdoor exploration, conservation and cultural experiences.

Its technology offering includes XWD fully automatic intelligent four-wheel drive, GAIA all-terrain intelligent architecture and C-DM super-hybrid technology. The company says these systems are intended to improve vehicle capability across different driving conditions. Jetour also supports conservation initiatives in several markets. In Africa, it has partnered with Discovery and the Cheetah Conservation Fund. In Malaysia, it has established partnerships with TCS and PULIHARA, while in Pakistan it has launched a Markhor Conservation Programme focused on protecting wildlife and natural habitats.

The brand also uses events and sporting partnerships to engage customers, including its “Travel+” Carnival, global fan festivals, football activities, international marathons and initiatives associated with the International Basketball Federation (FIBA). In South Africa, the company organises customer activities linked to music festivals, rugby and four-wheel-drive experiences, which it says help build a community around the brand.

Expanding access to off-road technology - Jetour says its “Travel+” strategy is intended to make off-road travel more accessible to customers and their families by incorporating four-wheel-drive systems, hybrid powertrains and intelligent technologies across its vehicle range.

Eight years after its global launch and two years after entering the South African market, the company is positioning itself as more than a vehicle manufacturer, seeking to build a lifestyle brand centred on exploration, shared experiences and outdoor activities. Through its planned product expansion and travel-related partnerships, Jetour aims to strengthen its international presence and develop further experiences for customers in markets around the world.

Source QuicPic