CHINESE automotive brand Jetour is expanding its push into the global travel lifestyle market, combining sport utility vehicles (SUVs), off-road technology and conservation initiatives under its "Travel+" strategy.
Founded in 2018, the brand has built its identity around box-style SUVs that combine everyday practicality with off-road capability and long-distance comfort.
Jetour said its cumulative global sales reached 2.56 million units as of September this year, with vehicles available in more than 100 countries and regions.
It also ranks first in box-style SUV sales in 13 countries, according to the company.
The brand will showcase its technology and travel-focused strategy at the 2026 Jetour Global Technology Experience Day, themed "Future Travel Starts Now", from Oct 20-23.
The event will bring international guests through urban areas, mountain terrain and wetlands to demonstrate the company's approach to combining vehicle technology with outdoor exploration and environmental conservation.
Jetour's product range is organised around its T-Series and G-Series, with the company seeking to expand its presence in established automotive markets, including Europe, Australia and New Zealand.
Its global expansion follows the strategy "In Somewhere, For Somewhere, Be Somewhere", which focuses on adapting its products and operations to different markets.
Beyond vehicle sales, Jetour is positioning "Travel+" as a broader lifestyle proposition built around exploration, philanthropy and culture.
On the technology front, the company highlights systems such as XWD fully automatic intelligent four-wheel drive, the GAIA all-terrain intelligent architecture and C-DM super hybrid technology.
These are intended to extend the vehicles' capabilities across different driving conditions while making off-road features accessible to a wider range of buyers.
The company is also linking its travel activities to wildlife conservation.
In Africa, it has partnered with Discovery and the Cheetah Conservation Fund on the "Return of the Cheetah" initiative.
In Malaysia, it has established philanthropic partnerships with TCS and Pulihara, while in Pakistan it launched the Markhor Conservation Programme to support wildlife and habitat protection.
The initiatives form part of Jetour's effort to associate travel with environmental responsibility, alongside its automotive business.
Jetour said it aims to make four-wheel-drive and hybrid technologies more accessible to families, broadening the appeal of off-road vehicles beyond specialist enthusiasts.
The strategy reflects its ambition to build a business around travel experiences as well as vehicle ownership, while expanding its international product range and customer ecosystem.
However, its ability to sustain global growth will depend on market-specific demand, competition and the execution of its expansion plans.
© New Straits Times Press (M) Bhd