Chery Plans to Position Jetour as Premium Off-Road Brand

Jetour is an automotive marque owned by Chinese carmaker Chery Automobile that is transitioning from a mass-market travel-oriented vehicle brand into a dedicated premium off-road SUV brand under Chery's "Globalization 3.0" strategy. In Malaysia, where the marque operates under Jetour Malaysia, this brand repositioning establishes Jetour as Chery's rugged luxury marque alongside Exeed's conventional luxury offerings. The strategic shift addresses demand from affluent drivers seeking heavy-duty, off-road sport utility vehicles equipped with high-output plug-in hybrid electric vehicle (PHEV) powertrains capable of handling demanding terrain and tropical flash-flood conditions.

Key Facts

Why Is Chery Repositioning Jetour as a Premium Off-Road Brand?

Chery is repositioning Jetour to create a distinct luxury brand architecture under its "Globalization 3.0" strategy, dividing premium market coverage between two specialized marques. While Exeed targets traditional luxury passenger vehicles, Jetour focuses exclusively on high-end, body-on-frame off-road vehicles to capture high-margin adventure SUV segments across domestic Chinese and international export markets.

According to an October 7, 2026 report by CarNewsChina titled "Chery to turn Jetour into high-end brand in a strategy shift," this strategic evolution realigns Chery's domestic and international operations while integrating its core marques with global distribution channels. The brand previously operated with an emphasis on mass-market family travel and crossover vehicles.

"Chery plans to reposition Jetour from a mass-market vehicle brand into a premium off-road brand through its new 'Globalization 3.0' strategy."

Careta (reporting on CarNewsChina analysis, 8 October 2026)

Data from China EV DataTracker cited in the report confirms that Jetour achieved cumulative deliveries of 1,704,415 units in China up to August 2026, alongside robust sales expansion across international regions including the Middle East. Under Chery's Globalization 3.0 framework, Jetour transitions into a specialized premium off-road brand whilst Exeed retains Chery's conventional luxury portfolio.

What Are the Specifications of the Jetour G700 Flagship SUV?

The Jetour G700 is a full-size, body-on-frame plug-in hybrid SUV measuring 5,198 mm in total length, serving as the pioneer vehicle for the brand's premium repositioning. It delivers a combined peak output of 665 kW (892 hp / 904 PS) and features a 59.45 kWh battery providing an electric range of 211 km.

The vehicle pairs high physical ground clearance and rigid ladder-frame architecture with high-voltage electrification. The 59.45 kWh onboard battery provides 211 km of zero-emissions driving under the WLTP testing cycle, making it practical for both low-speed technical off-roading and urban electric commuting.

"The G700 offers an initial preview of Jetour's product approach as the brand ascends into higher market tiers."

CarNewsChina via Careta

However, published reports have not clarified whether this upmarket migration will alter Jetour's entire legacy line-up or be phased in progressively through new platform introductions. The Jetour G700 delivers 665 kW of maximum power and a 211 km WLTP electric range from its 59.45 kWh battery pack.

How Has Chery Restructured Jetour Executive Management?

Chery Automobile has reorganized its executive leadership by appointing Executive Vice President Li Xueyong to oversee the Jetour Brand Division. Li concurrently serves as Executive Deputy Chairman of the Marketing and Sales Management Committee, directing brand marketing, dealer sales networks, and corporate public relations operations globally.

Concurrently, Chery executive Zhang Guibing has been assigned portfolio oversight across Chery's core passenger car brand. Zhang's executive responsibilities incorporate global vehicle styling and design, human resources management, corporate legal affairs, the spare parts supply ecosystem, and robotics technology integration.

This leadership partition ensures that Jetour receives dedicated operational governance as it departs from Chery's mainstream passenger pricing segments. Chery Automobile Executive Vice President Li Xueyong directly oversees the Jetour Brand Division alongside executive marketing and public relations functions.

Who Is This For in Malaysia?

In Malaysia, Jetour's premium off-road vehicles target affluent SUV buyers who own landed properties equipped for 240V home EV charging and frequently travel between urban commercial hubs and rural estates. The platform caters to motorists requiring heavy-duty chassis construction to navigate monsoon flooding, severe road degradation, and unpaved terrain.

For urban dwellers residing in high-rise condominiums in Kuala Lumpur or Petaling Jaya, the G700's 5,198 mm length and wide body-on-frame profile require generous parking allocations. Conversely, the model's 211 km WLTP electric capability suits typical Klang Valley daily commutes without burning petrol, while its 892 hp powertrain delivers cross-country performance along the North-South Expressway.

Local credibility for the marque's structural engineering was established on January 9, 2026, when the Jetour T2 achieved a comprehensive 5-star crash safety rating from the ASEAN New Car Assessment Programme (ASEAN NCAP) during its 2021–2025 assessment protocol. The 5-star ASEAN NCAP safety rating of the Jetour T2 establishes verified structural safety standards for Malaysian motorists considering the brand's rugged vehicle family.

Common Questions

When will Jetour's premium off-road models launch in Malaysia?

Official deployment schedules for Jetour's premium off-road portfolio across individual export markets have not been released. Jetour Malaysia has not announced local launch dates, assembly plans, or retail pricing for the flagship G700 SUV as of October 2026.

Can the Jetour G700 charge on Malaysian domestic power supplies?

Yes, the Jetour G700's 59.45 kWh battery can charge via standard Malaysian 240V AC power infrastructure using Type 2 connectors. Landed homeowners can utilize domestic wallbox chargers, while high-rise condominium residents rely on common-property AC charging points or public DC charging networks.

What is the difference between Chery, Jetour, and Exeed?

Chery functions as the primary mass-market brand within Chery Automobile's passenger portfolio. Exeed targets the conventional luxury vehicle segment, while Jetour specializes exclusively in rugged, heavy-duty premium off-road SUVs featuring body-on-frame platforms and electrified hybrid powertrains.

Sources and Methodology

This article synthesizes verified automotive industry reporting from the Malaysian motoring publication Careta ("Chery Rancang Jadikan Jetour Jenama Off-Road Premium", published by Qalif Latif on 8 October 2026), incorporating data originally reported by CarNewsChina ("Chery to turn Jetour into high-end brand in a strategy shift", 7 October 2026), China EV DataTracker, and official ASEAN NCAP safety test records (9 January 2026).

All source metrics have been preserved without mathematical aggregation. Metric conversions reflect original vehicle performance figures (665 kW converted to 892 hp / 904 PS). Local infrastructure compatibility has been evaluated against Malaysian standard 240V alternating current electrical infrastructure and ASEAN NCAP vehicular crash testing protocols. This article was last updated on 8 October 2026. Information specific to Malaysia was verified against Careta and ASEAN NCAP records.