JETOUR's Global Gambit: Driving a Lifestyle with 'Travel+' Strategy

BEIJING – April 20, 2026 – As the doors of Auto China 2026 swing open, automotive manufacturer JETOUR is making a bold declaration that it is no longer just in the business of selling cars. The company is set to officially unveil its comprehensive “Travel+” strategy, a multi-faceted initiative designed to transform the brand from a vehicle producer into a curator of a global travel and lifestyle ecosystem.

This pivotal moment will be marked by the first-ever joint showcase of its dual brands, JETOUR and SOUEAST, alongside a fleet of new and concept vehicles. Bolstering this strategic push is a high-profile collaboration with world-famous EDM producer Alan Walker, signaling a deep-seated effort to connect with consumers on cultural and emotional levels, far beyond the traditional showroom floor.

Redefining the Drive: The 'Travel+' Philosophy

At the heart of JETOUR's ambitious future is its “Travel+” strategy, a philosophy that has been evolving since the brand’s inception but is now being fully articulated. The company is positioning itself as the creator of “the most travel-savvy vehicles,” by deeply integrating a travel-industry mindset with cutting-edge automotive engineering. This strategy moves beyond product attributes to foster a lifestyle where travel connects people, cultures, and emotions.

This isn't merely a marketing slogan; it's backed by substantial investment and technological prowess. JETOUR has committed 30 billion yuan to research and development between 2022 and 2026, fueling innovations like its C-DM high-efficiency hybrid technology and the XWD fully automatic intelligent four-wheel-drive system. These technologies are central to its new product offensive, particularly in the burgeoning hybrid off-road segment. The strategy aims to meet users’ full-scenario needs, whether for daily urban commutes or rugged cross-country adventures, creating a seamless bridge between routine life and exploration.

A Two-Pronged Global Offensive: JETOUR and SOUEAST

For the first time, JETOUR is presenting a united front with its sister brand, SOUEAST, showcasing a cohesive and complementary brand matrix. This dual-brand strategy is designed to capture a wider spectrum of the global market, from bustling city streets to remote wilderness trails.

• JETOUR continues to build on its reputation for adventure and exploration. Its product lines are clearly defined for specific travel needs: the T-Series, including the new T1 i-DM and T2 i-DM plug-in hybrids, caters to the popular “light off-road” segment, while the forthcoming premium G-Series, featuring the G700, targets serious off-road enthusiasts. The established X-Series continues to serve families seeking comfort and technology on their journeys.

• SOUEAST, in contrast, is positioned to capture the urban mobility market. With its brand identity anchored in an “Ease Urban Lifestyle,” SOUEAST focuses on stylish design, comfort, and practical technology for city dwellers. The debut of models like the SOUEAST S08 DM highlights its focus on efficient hybrid solutions for daily driving. Together, the two brands create a powerful portfolio that addresses nearly every aspect of modern mobility.

This synergistic approach allows the company to engage in precise market segmentation. JETOUR appeals to the adventurer and the experiential consumer, while SOUEAST targets pragmatic urbanites who value style, reliability, and affordability, effectively covering a vast and diverse customer base.

Charting a Course for Global Dominance

This strategic pivot is built on a foundation of staggering growth. In just eight years, JETOUR has sold over 2.27 million vehicles globally, establishing a formidable presence in over 100 countries and regions. The brand's network of more than 2,000 sales and service outlets supports its rapid expansion across the Middle East, Africa, Central and South America, and the Asia-Pacific.

The numbers tell a story of remarkable market penetration. In the highly competitive Middle East, JETOUR ranks as the number one Chinese brand and is among the top three automotive brands overall in key markets like Saudi Arabia and the UAE. Its T-Series vehicles lead the light off-road segment in multiple countries, while models like the X70 have achieved top sales rankings in nations such as Ecuador and Uruguay. Even in newer markets like South Africa, the brand has climbed into the top 15 automotive brands within a single year. Now, it sets its sights on Europe, with deliveries officially underway in Poland as of early 2026.

Beyond the Showroom: Culture, Community, and Conservation

JETOUR’s strategy extends far beyond steel, rubber, and sales figures. The company is actively building a global community and weaving its brand into the cultural fabric of the markets it serves. The collaboration with Alan Walker is a prime example, aiming to fuse the energy of electronic music with the spirit of off-road exploration to connect with a younger, digitally native audience.

This is reinforced by a robust community-building effort centered around more than 300 JETOUR CLUBs worldwide. In 2025 alone, the company organized over 500 club activities, fostering a vibrant culture around travel and off-roading. This user-centric approach is matched by a growing commitment to social and environmental responsibility. The company has embedded ESG principles into its brand DNA, extending the “Travel+” concept to include sustainable development.

High-profile initiatives include a partnership with the Cheetah Conservation Fund (CCF) in Africa to protect the endangered species, directly linking the brand's off-road spirit with a tangible commitment to nature. In regions like Saudi Arabia, Kazakhstan, and Angola, JETOUR carries out local initiatives including orphan care and school donations, demonstrating a commitment to shared social value. Through these efforts, JETOUR is crafting an identity as a purpose-driven brand, proving that a company's impact can and should be measured by more than just its bottom line.