Jetour
A Chery Automobile SUV marque built around spacious vehicles, travel-oriented use cases, and expanding plug-in-hybrid and export offerings.
Last updated October 12, 2026
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Overview
Jetour is a Chinese automotive marque established by Chery Automobile in 2018. The brand was created primarily to sell sport utility vehicles and crossover vehicles positioned around the idea of travel-oriented mobility, expressed in the Chinese-market concept often translated as “Travel+.” Its name combines “jet” and “tour,” a construction intended by the brand to suggest convenient or comfortable journeys. Jetour’s initial proposition centered on relatively spacious, practical vehicles at accessible prices, with an emphasis on family use, road trips, passenger capacity, and flexible interior packaging. The marque was formally launched on January 22, 2018, together with the first-generation Jetour X70 crossover. The X70 used Chery’s iPeL architecture, described at launch as an intelligent platform combining networked functions with lightweight construction. The product strategy announced at the brand’s debut emphasized vehicles at least in the midsize categories, with five-, six-, and seven-seat configurations. Jetour also stated an intention to cover internal-combustion, battery-electric, and plug-in-hybrid powertrains rather than remain limited to conventional petrol SUVs. The early range expanded with the X90, a larger crossover previewed by the Jetour X electric concept shown at the 2018 Beijing Auto Show. Subsequent derivatives included the X70M, X70 Plus, X70 Pro, X70 C-DM, X90 Plus, and X90 Pro, while the X95 served briefly as a larger flagship before its discontinuation. Jetour’s later design direction broadened beyond conventional family crossovers. The Traveller, also known in some markets as the T2, introduced a more rugged, squared-off, adventure-oriented identity, while the Dashing provided a sportier compact-SUV interpretation. In 2021, Chery Holding chairman Yin Tongyue said Jetour would be reoriented as Jetour Automobile and placed on an equal footing with other Chery-group brands. The company also articulated an ambitious long-term sales objective of one million vehicles annually by 2026. In practice, Jetour continued to operate as part of the Chery group rather than as an independently listed company. In China, distribution has been associated with Wuhu Jetour Automobile Sales Co., Ltd. Electrification became a more visible part of the portfolio during the 2020s. In November 2023, Jetour announced the Shanhai new-energy sub-brand, intended to organize plug-in-hybrid products including the Shanhai L9, L6, T1, T2, and L7-related models. The Shanhai L9 was derived from the X90 Pro, while other Shanhai vehicles were based on Jetour’s newer SUV families. Jetour also described the Kunlun platform as supporting battery-electric, plug-in-hybrid, and extended-range applications across SUVs, off-road vehicles, and pickup trucks. Its Zongheng line uses the GAIA architecture and targets larger, more technologically complex off-road vehicles. International expansion has become a central part of Jetour’s development. The brand sells or has announced vehicles in markets across the Middle East, Southeast Asia, Latin America, Africa, Eastern Europe, and the Caribbean. It entered the Philippines in 2023 and Russia during the same year, and later prepared right-hand-drive products for countries such as Indonesia and Malaysia. Some overseas products are rebadged or market-specific vehicles sourced from other Chery-group or affiliated manufacturers, including the Jetour Ice Cream, X50, X50e/eVT5, and X20e. Jetour reported a significant production milestone in January 2024, when its one-millionth vehicle left the production line approximately 65 months after the marque was founded. In April 2024, the company confirmed its acquisition of a Soueast manufacturing plant in Fuzhou, Fujian, with stated annual capacity of 200,000 vehicles. Jetour remains an active Chery-affiliated brand whose core identity combines family-oriented SUV utility with progressively more distinctive adventure, off-road, and electrified products.
History
Jetour was created by Chery Automobile and publicly launched on January 22, 2018. Its first vehicle, the X70, established the brand’s core formula: a relatively spacious crossover with practical seating configurations and a value-oriented position. The new marque was designed around travel and family mobility, with the “Travel+” concept connecting product design, ownership scenarios, and lifestyle marketing. The X70 used the iPeL platform, which Chery described as combining intelligent networking and lightweight engineering. At the 2018 Beijing Auto Show, Jetour displayed the X Electric concept. Although presented as a study, it previewed the larger X90 crossover and signaled that the brand intended to develop beyond a single entry-level SUV. Jetour’s launch strategy called for vehicles no smaller than the midsize segment, with five-, six-, and seven-seat variants and a future mix of combustion, fully electric, and plug-in-hybrid powertrains. The X90 entered the range in 2019, followed by the larger X95 and a series of updated X70 and X90 derivatives. The brand broadened its commercial range through the X70M, X70 Plus, X70 Pro, X90 Plus, and X90 Pro. These models allowed Jetour to cover different price points while retaining a family-SUV identity. The X95 was discontinued after a comparatively short production run, while the X70 and X90 families remained central to the Chinese-market portfolio. In China, Jetour vehicles were distributed through Wuhu Jetour Automobile Sales Co., Ltd. A strategic reorganization was announced in July 2021. Yin Tongyue, chairman of Chery Holding Group, stated that Jetour would be rebranded as Jetour Automobile and placed on an equal footing with other brands in the group. The announcement reflected Chery’s broader multi-brand structure and Jetour’s intended growth from a new SUV marque into a more comprehensive automotive business. An ambitious goal of one million annual sales by 2026 was associated with this repositioning. During the 2020s, Jetour developed a more distinctive design language through the Dashing and Traveller/T2. The Dashing adopted a sportier compact-SUV profile, while the Traveller used upright, rugged styling to appeal to outdoor recreation and off-road-oriented customers. The Traveller name is also associated with the T2 designation in several markets. Jetour described the Kunlun platform as capable of supporting battery-electric, plug-in-hybrid, and extended-range vehicles across SUVs, off-roaders, and pickup trucks. Electrification was formalized through the Shanhai sub-brand, announced in November 2023. Shanhai was planned as a family of plug-in-hybrid products, including the L6, T1, T2, L7, and L9. The Shanhai L9 was based on the X90 Pro, while other products were derived from Jetour’s newer vehicle families. The Zongheng range represented a further move into large, technologically advanced off-road vehicles and used the GAIA architecture, whose stated design goals include off-road capability, amphibious potential, spatial awareness, and satellite communications. Jetour also expanded outside China. Its overseas markets include countries in the Middle East, Southeast Asia, Latin America, Africa, Eastern Europe, and the Caribbean. The brand entered the Philippines in 2023 and Russia during the same year. In 2024 it prepared right-hand-drive vehicles for markets such as Indonesia and Malaysia. Jetour later launched or announced vehicles in Pakistan and Malaysia, including the Dashing, with local assembly planned in Malaysia. Some export models are rebadged vehicles supplied from other manufacturers or affiliated brands. In January 2024, Jetour marked production of its one-millionth vehicle, reached approximately 65 months after the brand was established. In April of that year, it acquired a Soueast plant in Fuzhou, Fujian, reported to have annual capacity of 200,000 vehicles. The company therefore combines an established Chinese SUV base with international expansion, electrified derivatives, and a developing off-road portfolio.
- 2024
One-millionth vehicle is produced
[1]Jetour records production of its one-millionth vehicle around 65 months after launch.
- 2024
Fuzhou manufacturing plant is acquired
[1]Jetour acquires a former Soueast plant in Fuzhou with stated annual capacity of 200,000 vehicles.
- 2023
Jetour enters the Philippines and Russia
[1]The marque begins expansion into the Philippine and Russian markets.
- 2023
Shanhai new-energy sub-brand is announced
[1]Jetour announces Shanhai as a plug-in-hybrid-focused sub-brand.
- 2021
Jetour is repositioned as Jetour Automobile
[1]Chery announces a rebranding and a more equal status for Jetour within the Chery group.
- 2019
Jetour X90 joins the range
[1]The X90 expands Jetour’s lineup into a larger midsize crossover segment.
- 2018
Jetour is launched
[1]Chery launches Jetour on January 22 with the X70 crossover as its first model.
- 2018
X Electric concept previews the X90
[1]Jetour presents the X Electric concept at the Beijing Auto Show, previewing the X90 crossover.
Products and positioning
Accessible and practical SUVs emphasizing space, family travel, versatility, and value, with a growing focus on electrification and rugged adventure use.
Midsize SUV · 2018
Jetour X70
The X70 was Jetour’s launch vehicle and established the brand’s family-oriented SUV formula. It emphasizes passenger space, practical seating, and value, and has remained the basis for several later derivatives. The range includes standard, budget, upgraded, and plug-in-hybrid versions.
Midsize SUV · 2019
Jetour X90
The X90 is a larger crossover introduced after the X70 and previewed by the X Electric concept. It extends Jetour’s focus on multi-seat family vehicles and has generated X90 Plus, X90 Pro, and Shanhai L9 derivatives.
Compact SUV · 2022
Jetour Dashing
The Dashing is a sportier compact SUV that broadens Jetour beyond its more traditional family crossovers. It is associated with the Kunlun platform and has a Shanhai L6 plug-in-hybrid derivative.
Midsize SUV · 2023
Jetour Traveller/T2
The Traveller, commonly identified as the T2 in some markets, uses rugged, squared-off styling and a more adventure-oriented presentation. It is intended for customers seeking a lifestyle and off-road image in addition to conventional SUV practicality. Plug-in-hybrid versions are marketed under the Shanhai name.
Plug-in-hybrid SUV · 2024
Jetour Shanhai L9
The Shanhai L9 is one of the first products associated with Jetour’s Shanhai new-energy sub-brand. It is based on the X90 Pro and represents the company’s move toward plug-in-hybrid powertrains while retaining the spacious, family-oriented format of the X90 line.
Full-size plug-in-hybrid SUV · 2025
Jetour Zongheng G700
The G700 belongs to the Zongheng family, a more ambitious line of large off-road vehicles. Zongheng products use the GAIA architecture and are intended to combine high capability with advanced electrified systems and technology-oriented features.
Full-size SUV · 2019
Jetour X95
The X95 was a larger Jetour SUV positioned above the X70 and X90 families. It formed part of the brand’s early expansion into larger vehicles but was later discontinued.
New-energy vehicle sub-brand · 2023
Jetour Shanhai
Shanhai is Jetour’s electrified sub-brand, planned around plug-in-hybrid products such as the L6, T1, T2, L7, and L9. It provides a recognizable structure for the company’s transition from conventional petrol SUVs to electrified vehicles.
Controversies
2023
2021
Jetour responds to X70 PLUS configuration complaints
After owners complained that features publicized for the Jetour X70 PLUS Tian trim were missing from vehicles, Jetour said an operational error led to laser headlights being incorrectly listed on some vehicle certificates. Jetour said it would install the headlights free of charge or provide corresponding compensation to affected customers.
Marketing campaigns
- 2018Travel+ brand positioning
China
Jetour introduced itself around a travel-oriented proposition that linked SUV practicality with family trips, spaciousness, and versatile journeys.
Outcome. The positioning became the central identity of the new marque and informed its early product and communications strategy.
Brand decisions
2024
Jetour acquires a Soueast manufacturing facilityM&ABackground
International and domestic growth increased the importance of additional manufacturing capacity.
Action taken
Jetour acquired a Soueast plant in Fuzhou, Fujian, with reported annual capacity of 200,000 vehicles.
Aftermath
The transaction expanded Jetour’s production footprint beyond its existing facilities.
2023
Jetour introduces the Shanhai electrified sub-brandProduct launchBackground
Jetour needed a clearer structure for its transition toward plug-in-hybrid and other new-energy products.
Action taken
The company announced Shanhai as a family intended to include multiple plug-in-hybrid SUVs and related vehicles.
Aftermath
The Shanhai name was applied to derivatives such as the L9 and later electrified versions of Jetour models.
2021
Jetour is elevated within the Chery brand structureStrategyBackground
Chery sought to develop Jetour from a newly created SUV marque into a larger automotive business with a distinct position in the group.
Action taken
Chery announced that Jetour would be rebranded as Jetour Automobile and operate on an equal footing with other group brands.
Aftermath
The repositioning supported broader product development, international expansion, and an announced long-term ambition of one million annual vehicles by 2026.
Recent events
- Unconfirmed
Jetour Dashing anniversary promotional price reduction[5]
Reported:
Jetour Uganda reduced the price of the Dashing SUV from $35,000 to $32,799 in a first-anniversary promotion. The offer also includes additional ownership benefits and runs until December 31, 2026, or while stocks last.
- Unconfirmed
Jetour responds to X70 PLUS configuration complaints[4]
After owners complained that features publicized for the Jetour X70 PLUS Tian trim were missing from vehicles, Jetour said an operational error led to laser headlights being incorrectly listed on some vehicle certificates. Jetour said it would install the headlights free of charge or provide corresponding compensation to affected customers.
- Unconfirmed
Jetour announces the planned launch of an updated X90[6]
A report said the next-generation Jetour X90 was scheduled to go on sale in mid-September and described updates to the vehicle. The source provides no publication date to establish the date of the announcement.
Sources6 sources
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