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Jetour is an independent automotive brand under Chery Holding Group, founded on January 22, 2018, with its headquarters in Wuhu, Anhui. Since its inception, the brand has established a unique "Travel+" positioning, with the brand proposition of "See the World Through Travel," committed to becoming the "Global No. 1 Electric Hybrid Off-road Brand." After eight years of development, Jetour has won the trust of 2.26 million users globally, is sold in 100 countries and regions, and has become the Chinese independent brand to have achieved cumulative sales of 2 million units in the shortest time.
Founding & Breakthrough Phase (2018–2020): In January 2018, Chery Holding Group launched the Jetour product sequence for the "Travel+" market in Beijing, making Jetour known to the media and the public for the first time. In August of the same year, the first model, the Jetour X70, went on sale, quickly gaining traction with its precise market positioning and solid product quality. Against the backdrop of an overall downturn in the automotive market, Jetour achieved approximately 40,000 units in just four months, earning the industry nickname "Jetour Speed." In 2020, with only 28 months since its founding, Jetour achieved cumulative sales of 300,000 units, creating a growth miracle among emerging Chinese SUV brands.
Brand Independence Phase (2021–2022): On July 8, 2021, at the "Jetour Brand Car Night" held in Beijing, Jetour was officially upgraded from a product sequence to an independent brand, and Chery Holding · Jetour Automotive set sail anew. At that time, Jetour already had the trust of over 380,000 users, with cumulative sales of nearly 400,000 units. Yin Tongyue, Chairman of Chery Holding Group, highly praised Jetour at the launch event, calling it a "new force" among traditional car brands.
Rapid Expansion Phase (2023–2024): In November 2023, Jetour launched its "Shanhai" new energy product sequence, marking the brand's entry into the new energy era. The following year, Jetour's annual sales broke through 568,000 units, global cumulative sales exceeded 1.5 million units, products covered 65 countries and regions, and the sales and service network consisted of over 2,000 stores. Since March of that year, all Jetour models have enjoyed a lifetime warranty policy for both new and used vehicles. In May 2025, Jetour held its first "Box Conference," further solidifying its off-road culture label.
Luxury Off-road Push Phase (2025–Present): In January 2025, Jetour launched its new luxury electric hybrid off-road product sequence—"Zongheng"—at the Beijing National Convention Center. Three new products equipped with the new Zongheng architecture took the stage together, declaring Jetour's official entry into the luxury electric hybrid off-road sub-segment market. In the same year, Jetour's annual sales broke through the 600,000 units barrier for the first time, reaching 622,600 units. As of the end of October 2025, Jetour's cumulative sales broke through 2 million units, making it the only Chinese car brand to accumulate 2 million global units in seven years. Entering 2026, Jetour appeared at the Beijing Auto Show with the theme "See the World Through Travel," comprehensively demonstrating its new positioning as a "Travel Life Service Provider" rather than just an "Automotive Product Manufacturer."
Jetour has built a three-dimensional product matrix covering fuel and plug-in hybrid powertrains, including SUV, off-road, and travel segments. In 2026, the brand further focused on two core categories: "Off-road Box" and "Travel Mini RV," forming a categorized, scenario-based product strategy.
Off-road Box Sequence: This is Jetour brand's core product family, characterized by a hard boxy shape, powerful off-road capability, and diverse powertrain options. The series has achieved global cumulative sales of over 600,000 units, with monthly sales exceeding 10,000 for 25 consecutive months, and has firmly held the top spot in off-road box SUV sales charts in nine countries and regions, earning the title "Chinese Box Global Champion." Core models include:
Jetour Traveler Series: As the creator of the box category, the Traveler series achieved global cumulative sales of over 420,000 units in 28 months. At the 2026 Beijing Auto Show, the brand-new upgraded Traveler PLUS and Traveler PLUS C-DM were officially launched, covering both fuel and electric hybrid powertrains. The Traveler PLUS fuel version is equipped with a 2.0TD engine and an XWD fully automatic intelligent 4WD system. The Traveler PLUS C-DM offers two configurations: 129 km travel version and 211 km XWD conquest version. In March 2026, Jetour also launched the Traveler Majun version, focusing on the cost-effective value market.
Jetour Freedom Series: This series covers both fuel and hybrid powertrains. It was launched in March 2025 with four models, including a women's exclusive version. In March 2026, Jetour further launched the Freedom Majun version. At the 2026 Beijing Auto Show, the Freedom 7 PLUS was globally launched, further enriching the Freedom product line.
Shanhai T Sequence: This is the plug-in hybrid star of the Jetour box family. The Shanhai T2 long-wheelbase version was launched in April 2025, and the Shanhai T1 has also completed its product layout, covering diverse markets from compact to mid-size.
Shanhai New Energy Sequence: Launched in November 2023, this is Jetour's strategic initiative to fully embrace electrification. The Shanhai L9 officially went on sale in April 2025, and the Shanhai L7 PLUS entered the market in August of the same year. At the 2026 Beijing Auto Show, the Shanhai L10 made its global premiere, further expanding the Shanhai sequence's product map.
Zongheng Luxury Electric Hybrid Off-road Sequence: This is Jetour's strategic layout for moving the brand upward into the high-end market. Under the "Zongheng Architecture" launched in January 2025, three flagship products emerged:
Zongheng G700: Positioned as a professional off-road six-seat SUV, it is equipped with the Kunpeng Super Energy Hybrid CDM-O system, with thermal efficiency as high as 45.5%, paired with an off-road-dedicated 800V 4C double-layer Shenxing battery, achieving an ultimate balance of performance and energy consumption.
Zongheng G900: Focused on the super-luxury, amphibious, electric hybrid off-road market, it is equipped with the Zongheng Amphibious Golden Extended Range CEM-O system and an 800V navigation thruster, enabling amphibious driving. Vector four motors provide up to 18,000 N·m of wheel-end torque.
Zongheng F700: A luxury electric hybrid pickup truck, further expanding the application boundaries of luxury off-road vehicles.
Travel Mini RV Category: This is a new product line created by Jetour for family long-distance self-driving and travel needs, optimizing the home travel experience in four dimensions: space layout, seating comfort, safety configuration, and hybrid power. At the 2026 Beijing Auto Show, the Shanhai L7 PLUS, Shanhai L10, and other travel models were showcased.
The Jetour brand delivered a bright report card in 2025. Annual sales reached 622,600 units, up 9.5% year-on-year, breaking the 600,000 units barrier for the first time. Within the Chery Group, Jetour stably ranked second in brand sales, becoming an important growth engine for the group.
From specific models, the Box family is Jetour's biggest sales contributor. As of the end of 2025, the Box family's global cumulative sales exceeded 495,000 units. Among them, the Traveler series, as the family flagship, achieved global cumulative sales of over 420,000 units in 28 months. Jetour was also the sales champion in China's "box" SUV segment in the first half of 2025, with the Traveler selling 71,741 units in the half year to top the list. The second-generation fuel product, the X70 series, also maintained steady market performance, with the X70L going on sale in September 2025.
Entering 2026, Jetour faced short-term fluctuation pressure. Sales in January 2026 were 42,744 units, falling back to 27,607 units in February, with year-on-year sales declining for six consecutive months. However, wholesale volume rebounded to 40,622 units in March, with exports of 22,357 units, showing the strong support of overseas markets. Affected by a 24% contraction in the domestic passenger car market in the first quarter, Jetour faced short-term sales pressure, but its long-term growth logic remained unchanged.
At the global market level, Jetour's performance has been particularly outstanding. As of March 2026, its products already covered 100 countries and regions worldwide, ranking first in Chinese brand SUV sales in 15 countries and regions. The brand has established official owner clubs in over 30 countries, gathering more than 30,000 overseas club members, covering Central and South America, Africa, the Asia-Pacific, and other major global regions. This once-underestimated sub-brand is now growing with a "domestic and foreign dual synchronized growth" momentum, becoming a powerful force in the Chinese automotive globalization process.
Jetour relies on the 29-year technology accumulation of the Chery Group, customizing core technology around users' real travel scenarios, forming a technology path driven by travel scenarios with a clear differentiation. Its core technology matrix can be summarized as "Four Pillars":
Zongheng Architecture: The Technology Foundation for Luxury Electric Hybrid Off-road. As the core architecture for Jetour's entry into the luxury electric hybrid off-road field, the Zongheng technology system integrates two exclusive powertrains, one exclusive off-road chassis, and six ultimate off-road technologies. Regarding the two powertrains, the Kunpeng Super Energy Hybrid CDM-O system is equipped with a hybrid-dedicated 2.0TD engine with thermal efficiency as high as 45.5%, paired with the world's first vertical front-drive 2-speed DHT, achieving a balance of performance and energy efficiency. The Zongheng Amphibious Golden Extended Range CEM-O system is equipped with an 800V navigation thruster, enabling amphibious driving, with vector four motors providing up to 18,000 N·m of wheel-end torque, meeting all-scenario travel needs. In electronic control and batteries, the entire series comes standard with 800V high-voltage fast charging, with the "Double-layer Shenxing Battery" and "Double-layer Kirin Battery" capable of charging to 80% in 6–10 minutes. They also adopt 1300 MPa hot-formed steel protection and IP68 diving-level waterproof performance, ensuring battery safety without thermal propagation. The Zongheng Gimbal Off-road Chassis has a 150 mm adjustment stroke and a maximum ground clearance of 350 mm, integrating marine technology to achieve all-terrain, water-land amphibious capability.
XWD Fully Automatic Intelligent 4WD System: Making Off-road Accessible to the Masses. The entire Jetour Box family comes standard with the XWD Fully Automatic Intelligent 4WD System, which features multi-mode off-road adjustment and can intelligently adapt to multiple complex road conditions, greatly reducing the technical threshold for off-road driving and making off-road a daily pleasure accessible to everyone, not just a hardcore privilege for a few.
Kunpeng Hybrid System: Multi-scenario Electric Drive Solutions. Relying on Chery's Kunpeng Power technology, Jetour has arranged two technology routes: C-DM super hybrid and extended range. The Shanhai sequence and new Box models are equipped with the C-DM plug-in hybrid system, achieving an electric drive experience of "fuel saving with power, and no range anxiety without power." The Zongheng sequence is equipped with a more efficient super extended-range solution, meeting the long-distance travel needs of all-terrain, all-scenario driving.
"Travel Comfort Technology" Evolution: Making Family Travel More Relaxing. Jetour has always insisted on customizing R&D around real travel scenarios, developing a family travel comfort technology system specially adapted to long-distance travel scenarios, from seat comfort and suspension tuning to overall NVH optimization, ensuring that the seating experience and driving pleasure remain consistent during long journeys.
At the same time, Jetour's manufacturing system meets international leading standards, adopting Industry 4.0 standards with a welding automation rate of 83%, and it has established a lifetime warranty policy system covering all models. Jetour's models have won multiple honors, including the German Red Dot Design Award and the Xuan Yuan Award for Annual Top Ten Models, with product strength and manufacturing quality widely recognized by the industry.
Jetour's core strategy has always been clear and firm: "Travel+." This strategy contains three core dimensions. Technology Driven: Relying on the system capabilities of the Chery Group, Jetour customizes core technology around users' real travel scenarios, covering the diverse travel needs of global users with a full powertrain matrix. Ecological Closed Loop: Jetour is creating a "person, car, and scene" full-chain travel ecosystem, integrating over 20,000 partner hotels and 10,000+ travel goods, laying out campsites and famous scenic spots, and collaborating with self-driving associations and travel experts to build an industry-unique, all-domain travel service system. Cultural Integration: Jetour has established "Travel+" clubs in over 30 countries globally, deeply integrating Chinese travel culture with local user needs, using travel as an emotional bond connecting the brand and global consumers.
In its global layout, Jetour insists on the concept of "Jetour in China, for the World," having established a global strategic vision from the very beginning. Currently, its products already cover 100 countries and regions worldwide, ranking first in Chinese brand SUV sales in 15 countries. As the first Chinese box brand to achieve synchronized domestic and foreign development, Jetour is comprehensively promoting the brand's deep roots and growth on a global scale.
Looking ahead to the new "15th Five-Year Plan" cycle, Jetour has clarified its grand vision of becoming the "Global No. 1 Electric Hybrid Off-road Brand." Committed to relying on hard products with a leading technology foundation, such as the Zongheng Architecture, and a travel ecosystem service system covering all scenarios, Jetour aims to become a leader in the global travel car usage market. Jetour will continue to center around its highly differentiated "Travel+" strategic positioning, achieving a comprehensive upgrade from "Automotive Product Manufacturer" to "Travel Life Service Provider," and bringing to global users a new travel experience covering all scenarios, all cycles, and all ecosystems.
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