A new Chinese automaker by the name Jetour has entered the SA market. We sent regular contributor Nicholas Pillay to learn more about the Dashing and X70 Plus, the first two models on offer from this Chery subsidiary.

The South African automotive market just witnessed the launch of Jetour. The launch event, held on the rooftop of Sandton City, was nothing short of spectacular. Attendees were treated to a pro-African atmosphere, where Jetour made it clear that they are entering the South African market with a purpose—one that goes beyond just selling cars.

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Committed to SA

Jetour’s entry into the market comes with a strong commitment to South Africa, emphasising the brand’s desire to contribute to the country in every way possible. Their approach is not only about bringing high-quality vehicles to the roads but also about creating lasting relationships within the country, from supply chains to financial partnerships. This ambitious, purpose-driven entry was echoed throughout the event.

A Standalone Brand with a Vision

Unlike many new players in the market, Jetour is not just another offshoot of an existing brand. They’ve made it clear that they are a standalone entity with their own dedicated research and development (R&D) team, supply chain networks, and warehouses. This level of independence sets them apart, especially in a market like South Africa, where logistical challenges can make or break a brand’s success.

The brand’s establishment in South Africa is more than just symbolic. Jetour has partnered with key players like WesBank for vehicle financing and Attacq for their headquarters and parts warehouse. This level of planning ensures that spare parts will always be available to South African consumers, addressing a major concern for new entrants into the market.

Top-Tier Event for a Top-Tier Brand

Sandton City was backdrop to introduce a brand that’s positioning itself as a luxury contender. High-ranking members of the Jetour team took the stage to present the two flagship models, the Jetour Dashing and the Jetour X70, which will spearhead their entry into the market. In addition to these two models, Jetour outlined their ambitious plans for the future, including the introduction of new models in 2025, 2026, and beyond.

The brand’s goals are nothing short of audacious, with a sales target of 2 000 units in 2024, scaling up to 10 000 in 2025, and eventually 20 000 in 2026. Their aim is clear: they want to be one of the top 10 automotive brands in South Africa within the next two years. And given their aggressive pricing strategy, they just might pull it off.

Affordable Luxury: A Game-Changer

What sets Jetour apart in the already competitive market is its pricing. Despite positioning itself as a luxury brand, Jetour has managed to offer vehicles at prices that make even established brands like Chery and Omoda seem expensive by comparison. This unique pricing strategy could be the key to Jetour’s success in the South African market. It places Jetour in an interesting position—luxury appeal without the luxury price tag—something that could very well disrupt the new vehicle market.

Jetour’s Dashing and X70 models are perfect examples of this strategy. Both models offer high-end features and design but at prices that are within reach of many South African consumers. The Jetour Dashing, for instance, is available in two variants: the Momentum and the Deluxe. The X70 Plus follows a similar pattern, with the Momentum priced below the Deluxe. See prices at the bottom of this post.

In South Africa, for South Africa

Jetour’s launch in South Africa was nothing short of impressive, with a stunning event that matched the brand’s lofty ambitions. The Jetour Dashing and X70 models have set the stage for the brand’s entry, and with their aggressive pricing strategy, robust supply chain, and long-term commitment to the market, Jetour has the potential to shake up the automotive industry in South Africa. If their plans come to fruition, Jetour could soon be a household name, competing with the biggest players in the market while offering South African consumers an exciting new option for affordable luxury.

Pricing

Dashing Momentum: R439 900
Dashing Deluxe: R469 900

X70 Plus Momentum: R454 900
X70 Plus Deluxe: R484 900