Jetour, the SUV brand launched in South Africa in September 2024, has cracked the country’s top 15 automotive brands, selling 683 units in June alone, outperforming many long-established players in the local market.
While Jetour may be fairly new to local roads, its success has been years in the making. “A lot of the work started long before our official launch,” says Nic Campbell, Vice President of Jetour South Africa. “It began with research into what South African consumers really want, from value and budgets to changing lifestyle trends”.
Jetour entered the market with two models, namely the Dashing and X70 Plus, along with an ambitious rollout strategy. Launching with 37 and expanding to 50 dealers across Southern Africa, Jetour has strategically partnered with a mix of large dealership groups, independents, and trusted community names. “We set ourselves up with partners who not only knew the market but had earned trust from customers,” Campbell explains.
Campbell credits much of the brand’s early success to its passionate, on-the-ground team. “We’ve got a motivated, local team driving this vision, working alongside our specialists from HQ in China. Most teams are co-led by a South African head of department and a Chinese counterpart, which adds a local flair and global expertise,” he says.
Jetour’s rapid rise also reflects a broader shift in the automotive landscape, where legacy luxury brands are seeing a slowdown in sales and consumers are increasingly looking for smarter, more affordable alternatives that still offer premium features. “South African consumers are savvy, but they are under pressure,” says Campbell. “People are paying more than ever just to maintain their lifestyles. So, when a new player comes in and offers real value, it resonates”.
An impactful advertising campaign coupled with standout aftersales support has helped put Jetour on the consideration list for many consumers.
“Long after a customer first walks into a dealership, we provide the service they deserve. It’s all about making them feel part of the Jetour family,” says Campbell.
From the outset, Jetour has invested heavily in aftersales infrastructure. A warehouse in Midrand was stocked with parts even before the brand’s first models hit showroom floors, with the dealer network currently supported by a 98% parts supply rate. “We’re confident in saying we’ll keep your vehicle on the road,” adds Campbell. Jetour’s warranties further reinforce that value: a five-year/60 000 km service plan, five-year/150 000 km factory warranty, and a standout 10-year/1 million km engine warranty.
Jetour works closely with finance houses such as WesBank to help consumers manage their monthly payments through tailored structures including interest rate subventions and trade-in assistance. “It’s not about one sale,” Campbell says. “We want to sell our customers’ a vehicle now, again in four years, and again in eight. That means building trust, showing value, and understanding their mobility needs,” he says.
Campbell acknowledges that some of the brand’s counterparts have paved the way for new brands within the South African market. “It’s still fiercely competitive out there, and that’s what makes it fun and interesting. It keeps everyone on their toes, and you really have to be on top of your game as a brand,” says Campbell.
Looking ahead, Jetour shows no signs of slowing down, with the upcoming launch later this year of its first all-wheel drive SUV T-series under the Travel+ strategy. This new addition will offer enhanced comfort, safety, and lifestyle integration and reinforce Jetour’s commitment to feature-rich vehicles and affordable luxury.
As vehicle demand remains strong and South African consumers continue to show resilience, Jetour aims to grow its market share by delivering what matters most: value, innovation, and customer experience.
“At Jetour, we will continue to grow from strength to strength by listening to our customers and consistently bringing vehicles to market that offer exceptional value, but above all, by delivering the great service our customers deserve,” says Campbell.
