Jetour is reinventing its brand direction with its refreshed “Travel +” global push. From their initial thrust of attainable value-driven propositions, Jetour is going a bit more upstream with their lineup, taking on more discerning owners who want more out of their vehicles.

In a modern world where young people shun the idea of owning cars, they are positioning themselves to be a “Travel Lifestyle Service Provider” that connects vehicles to a global ecosystem of clubs, music, and culture. The addition of renowned global EDM DJ Alan Walker as a brand ambassador is part of this lifestyle push, making car ownership cool.

Rapid ascent

The brand’s increased global acceptance has delivered over 2.26 million vehicles across 100 countries since its launch.

The display (or rather displays) at Auto China 2026 showed their new strategy – a full-scenario product matrix that focuses on key market segments.

The Hardware

In a rather short span of time, the brand has reinvented itself and is looking at a three-level approach for its lineup with the recent integration of Soueast into its fold.

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G-Series (Premium Off-Road) - Based on their new GAIA (Generation of All-Terrain Intelligent Architecture), a modular platform that aims to underpin future SUV models and the F700 pickup truck. Debuted with the G700, which features a visual design by renowned American graphic artist Paula Scher that also features a "limousine-like interior" within its rugged shell.

T-Series (Adventure/Light Off-Road) - The T-Series was successfully introduced with the T2 and subsequently the T1. Both vehicles enjoy brisk sales across the globe. The T-Series SUVs have undergone extreme testing in the Atacama Desert and Arctic Circle to prove that they're not your run-of-the-mill SUVs.

Soueast - a new brand acquired by the Chery group in 2024 will be the new direction for nameplates such as the Dashing and X70 series, which focus on urban mobility.

Technical Alphabet Soup

Jetour's new Generation of All-Terrain Intelligent Architecture (GAIA) platform is a technical backbone designed specifically for hybrid off-roading. An electrified, yet tough platform that can take you places and back.

i-DM - a hybrid system based on Chery Group's C-DM high-efficiency plug-in hybrid (PHEV) technology. With in-house developed electric motors, DHT (dedicated hybrid transmission), hybrid architecture, and durable combustion engines, this system is ideal for markets like the Philippines, which are not fully capable of going full-electric, yet.

Further to the alphabet soup is their "set and forget" XWD Intelligent 4WD system, which gives weekend adventurers the confidence and technology they need to go on the off-beaten path.

Music, Art, and "Travel Worldwide"

Last year, Jetour announced world-famous EDM producer Alan Walker as their brand ambassador. Highlighted by the track "Forever Young" as its official brand theme song, it aptly represents the "Travel+" philosophy, focusing on freedom, exploration, and modern lifestyles.

Over 300 Jetour clubs worldwide have also been engaged to participate in the "Travel Worldwide" initiative, fostering a sense of community among owners.

To reflect one's unique personality, the brand embraces the "Refit" culture as they showed off customized versions of the T1 and G700 to encourage owners to personalize their vehicles.

What's Coming?

What we saw at Auto China 2026 is a glimpse of what's to follow for the success of Jetour in the Philippines.

The TX and T8 concepts/prototypes gave a good look at what the brand is aiming at.

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The T2 and the T1 i-DM were well received and regarded with accolades. The Jetour T1 i-DM was actually part of AutoIndustriya.com's 2025 Editors' Picks, being selected as the Best Electrified (Hybrid) vehicle. The GAIA G700 was well-received during its recent launch at the 2026 Manila International Auto Show.

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Jetour no longer wants to be stuck inside the boxy SUV stereotype; they're offering a ticket to a global adventure club, and they want to do it in style.