A new player is preparing to enter the Australian automotive landscape. Jetour, a brand under the Chery Group umbrella, has announced plans to launch its vehicle range in Australia by 2027, targeting the growing demand for adventure-oriented SUVs and rugged utility vehicles.
The brand’s entry comes at a pivotal time as Chinese manufacturers increasingly move beyond budget-friendly models to offer high-performance, technologically advanced vehicles that challenge established legacy brands.
A Strategic “Dream Market” Entry
Ke Chuandeng, President of Jetour International, has identified Australia as a “dream market” for the brand. This enthusiasm is driven by the strong alignment between Jetour’s product philosophy and the Australian consumer’s affinity for outdoor lifestyles and recreational driving.
The rollout is expected to follow a phased approach:
Phase 1: The T-Series (Early 2027)
The initial launch will focus on the T1 and T2 models. These are mid-size, unibody SUVs designed for versatility, featuring a variety of powertrain options, including Plug-in Hybrid Electric Vehicles (PHEVs).
Phase 2: Heavy-Duty Off-Roaders and Utes (Late 2027)
Following the initial launch, Jetour plans to introduce its more robust, ladder-frame models:
* G700 SUV: A large, high-performance off-roader.
* F700 Ute: A dual-cab pickup designed for both utility and luxury.
High Performance Meets Off-Road Capability
The headline performer in Jetour’s lineup is the G700 SUV. Despite its significant weight of over 3,000kg, the G700 boasts impressive specifications:
* Powertrain: A 2.0-litre turbo-petrol engine paired with dual electric motors.
* Output: A massive 665kW and 1135Nm of combined power.
* Acceleration: 0–100km/h in just 4.6 seconds.
* Capability: A 2,500kg braked towing capacity and three differential locks for serious off-roading.
The F700 ute is expected to mirror this ruggedness, offering a 3,500kg towing capacity and potentially a diesel plug-in hybrid powertrain to cater to long-distance travelers.
Avoiding the “Price War” Trap
One of the most notable aspects of Jetour’s strategy is its refusal to engage in direct price competition. While competitors like the BYD Shark 6 focus on affordability, Jetour intends to position the F700 as a luxury pickup.
“We do not want a price war with Chinese brands or any other foreign brands. We want to create our own value,” says Ke Chuandeng.
Instead of competing on the lowest sticker price, Jetour aims to win customers through superior technology, performance, and a premium driving experience. This approach targets a younger demographic of consumers who prioritize “new energy” technology and modern design over traditional luxury prestige.
Building the Infrastructure
Jetour is not starting from scratch. By leveraging the existing presence of its parent company, Chery, the brand is already establishing a local footprint:
* Dealer Networks: Strategic agreements are being finalized with major Australian dealer groups.
* Local Presence: A dedicated Australian subsidiary and team are already in place.
* Brand Identity: The brand will be marketed under the “Travel+” concept, emphasizing recreational and outdoor lifestyle integration.
As Chery continues to expand its Australian portfolio—already including Omoda and Jaecoo—the addition of Jetour marks a significant escalation in the competition within the SUV and utility segments.
Conclusion: Jetour’s entry into Australia represents a shift in the Chinese automotive strategy, moving from value-based models toward high-performance, lifestyle-oriented vehicles that compete on technology rather than just price.
