Jetour, the 4×4 brand that successfully launched in South Africa at the end of September, has achieved its first local milestone with 568 retail units already sold across their X70 Plus and Dashing ranges.
Having sold over 1.3 million vehicles globally across its five product lines within 70 months alone, the brand came into South Africa with high expectations, determined to reach a year-end goal of 1500 units sold, a target they appear well on track to achieve.
Jetour has entered the South African market with a robust after-sales strategy with the first phase of 24 shipments already stocked at its headquarters in Midrand, Johannesburg.
With 40 dealerships nationwide, the brand has quickly established a well-rounded and energetic presence throughout South Africa. Established players such as Super Group, which represents over 29 automotive brands, has partnered with Jetour to open three exclusive Jetour dealerships in South Africa. Other big names include William Simpson who have opened a Jetour dealership in Tokai, Cape Town, and Lazarus Motor Company who have opened a dealership in Centurion. Dealerships countrywide are providing customers with exclusive access to these new Jetour models, offering competitive pricing, seasonal discounts, and financing packages tailored to a customer’s budget.
This early success demonstrates that the brand has delivered exactly what South African customers desire—affordable luxury combined with a comprehensive strategy ensuring parts availability, dealer support, and reliable after-sales service.
“Our brand is deeply committed to innovation, exceptional service, and unmatched quality. We have positioned ourselves as a breakthrough brand within South Africa’s automotive industry, setting a new standard that sets us apart from the competition,” Nic Campbell, Vice President of Jetour South Africa, says.
The Jetour X70 Plus is a 7-seater that blends sophistication, adventure-readiness, and cutting-edge technology, with a spacious interior and efficient performance. Priced at R454 900 for the Momentum and R484 900 for the Deluxe model, the X70 Plus features pioneering safety innovations, including ABS with EBD, tyre-pressuring monitoring system and electronic stability control.
The 5-seater Jetour Dashing is priced very competitively, starting with the Momentum model at R439 900 and the Deluxe model at R469 900. Known for its advanced technology, the Jetour Dashing boasts dynamic fluid lines, with dynamic front and bold split-type LED headlights, combined with a sleek coupe-like profile and muscular contours, create a seamless fusion of power and elegance.
Jetour, one of the fastest growing SUV brands in China, has embraced their Travel+ strategy in South Africa, as well as throughout their other global markets, integrating tourism and travel experiences directly into the brand. Last weekend also saw the first Journey with Jetour customer event take place in the Cape Winelands, which brought together some of the first Cape based Jetour customers. They expressed great excitement about being amongst the first to purchase these SUVs which are quickly gaining recognition locally for their spacious interiors, superior safety and array of tech features.
“We are proud of what we have achieved in such as short space of time and will continue with this strong momentum, exceeding our sales targets as we bring South African customers a blend of quality, innovation, and value that truly stands out,” Campbell says. “We’re excited about what’s to come as we lead the charge in redefining affordable luxury in South Africa, offering our customers a vehicle option that optimises adventure and advanced technology”.
Our Conclusion
The Jetour range’s entry into the South African market is an intriguing move, especially given how price-sensitive local car buyers are and how heavily they weigh value for money against brand reputation. As a sub-brand of Chery, Jetour is well-positioned to offer affordable, feature-rich vehicles that could appeal to younger and budget-conscious buyers. For many South Africans, however, brand trust and resale value remain significant factors, particularly when deciding between a new brand and a well-known pre-owned vehicle from established manufacturers like Toyota, VW, or Ford.
Jetour’s success will likely depend on its pricing strategy, warranty, and after-sales service support. While the appeal of a brand-new, competitively priced vehicle with modern technology is strong, concerns about reliability and depreciation could be a hurdle for Jetour as an unproven brand in South Africa. That said, if Jetour can establish a solid reputation for quality and provide strong support, it may sway a good portion of the market—particularly those who see the value in new technology and design without the hefty price tag.
It’s a delicate balance, and it will be interesting to see whether the affordability and novelty of a Jetour vehicle ultimately outweigh the long-standing loyalty to established brands in the pre-owned market.
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