Chery to turn Jetour into high-end brand in a strategy shift

Chery Automobile revealed plans to turn Jetour into the “high-end off-road brand”, according to the company’s latest “Globalization 3.0” strategy. At the same time, the core Chery brand will be better integrated into the global market system.

Jetour was established by Chery Automobile as a mass-market car brand for journeys focused both on the domestic and overseas markets. According to China EV DataTracker, Jetour’s cumulative deliveries in the Middle Kingdom reached 1,704,415 units as of August 2026. At the same time, this brand became popular in overseas regions like the Middle East.

On October 10, Chery Group shared plans to implement the “Globalization 3.0” strategy to strengthen integrated domestic and international operations. It includes plans to expand the Jetour brand. It will move toward the high-end market, offering off-road vehicles. It is worth noting that the Chery has already had the high-end brand Exeed that was even rumored to enter the US under the Vantas name back in 2020. However, those plans were later suspended.

Chery’s Exeed EX Vision concept previews the brand’s future luxury design language. Credit: CarNewsChinaJetour G700. Credit: Chery

It seems that Chery plans to have two high-end brands now. The first is the mentioned Exeed, which targets a more conventional luxury segment. Meanwhile, Jetour will target the off-road segment. It is worth noting that this brand has already made a step towards the luxury segment with the G700 plug-in hybrid full-size body-on-frame SUV. It boasts a body length of 5198 mm, a peak power output of 665 kW (892 hp), and a 59.45 kWh battery for 211 km of electric range under WLTP conditions.

Li Xueyong, executive vice president of Chery Automobile, will oversee the Jetour Brand Division. He will also serve as executive deputy chairman of the marketing & sales management committee, overseeing corporate public relations. At the same time, Chery core brand will integrate into the global market system with Zhang Guibing being responsible for the global styling & design, human resources, legal center, spare parts ecosystem, and robot tech.