Chery plans to reposition Jetour as a premium off-road brand as part of its Globalization 3.0 strategy. The automaker also intends to integrate its core Chery brand more closely into its global market system, combining domestic and overseas operations more effectively.
Jetour began as a mass-market brand focused on travel-oriented vehicles for China and export markets. Its cumulative deliveries in China reached 1,704,415 units through August 2026, according to China EV DataTracker, and the brand has also gained popularity in overseas markets including the Middle East.
The shift gives Chery two distinct premium marques: Exeed for conventional luxury vehicles and Jetour for off-road models. Jetour has already moved in that direction with the G700, a plug-in hybrid, full-size SUV built on a body-on-frame platform. The model measures 5,198 mm long, has peak output of 665 kW (892 hp), and uses a 59.45 kWh battery. Its stated electric driving range is 211 km under WLTP testing.
Chery executive vice president Li Xueyong will oversee Jetour’s brand division and take on a senior role in the company’s marketing and sales management committee, including responsibility for corporate public relations. Zhang Guibin will lead areas tied to the core Chery brand’s global integration, including design, human resources, legal affairs, the spare-parts ecosystem and robotics. Chery already has Exeed in the premium segment; Jetour’s planned role adds an off-road focus to that portfolio.