Australia’s automotive landscape is about to get more interesting. Jetour, the luxury off-road division of Chinese automotive giant Chery, is gearing up to launch in Australia and New Zealand during 2025. This move represents another significant step in the growing presence of Chinese automotive brands in the Australian market.
What is Jetour?
Think of Jetour as China’s answer to premium off-road brands. Established in 2018 by Chery Holding Group, this relatively young brand has already made impressive strides globally. Last year alone, Jetour sold 315,000 vehicles worldwide – a remarkable 75% increase from the previous year. What’s particularly noteworthy is that over one-third of these sales came from export markets, showing the brand’s international appeal.
The company operates from Wuhu in eastern China and has built an extensive network of more than 800 dealerships across China. Their vehicles are currently manufactured in three Chinese cities: Wuhu, Kaifeng, and Fuzhou.
Global Footprint and Market Strategy
Current Export Markets
Jetour isn’t new to international expansion. The brand already exports to over 50 countries, though notably absent from the US market. Their strongest export regions include:
- Middle East (Saudi Arabia, UAE)
- Central Asia (Kazakhstan, Uzbekistan)
- Latin America (Mexico, Chile, Peru, Ecuador)
- Asia-Pacific (Philippines)
- Africa (Egypt)
Future Expansion Plans
The Australian launch is part of a broader expansion strategy. This year, Jetour plans to enter Thailand and South Africa, with Australia and New Zealand following in 2025. The brand is also establishing right-hand drive assembly operations in Malaysia and Indonesia using conversion kits from China.
What Vehicles Might Come to Australia?
Jetour T2: The Likely Flagship
The most probable candidate for leading Jetour’s Australian assault is the T2 large off-roader. This vehicle is the production version of the previously showcased Jetour Traveller concept. Given the success of brands like GWM’s Tank series in Australia, particularly the Tank 300, there’s clearly appetite for this type of vehicle.
| Jetour T2 Specifications | Details |
|---|---|
| Body Type | Monocoque construction |
| Engine Options | 1.5L or 2.0L turbo-petrol |
| Transmission | 7-speed dual-clutch automatic |
| Drive System | Full-time 4WD |
| Ground Clearance | 220mm |
| Suspension | Independent front/rear (MacPherson strut front, multi-link rear) |
Technical Advantages
What sets the T2 apart from traditional body-on-frame off-roaders is its monocoque construction. This approach typically offers better on-road handling and comfort while still providing capable off-road performance. The independent suspension setup at both ends should deliver a more refined ride compared to solid-axle competitors.
Market Context and Competition
Chinese Brand Success in Australia
Jetour’s parent company, Chery, returned to Australia in early 2023 and has since launched three SUVs: the Omoda 5, Tiggo 7 Pro, and recently the Tiggo 8 Pro Max. The success of these models, along with other Chinese brands like GWM and BYD, demonstrates Australian consumers’ growing acceptance of Chinese automotive technology and value propositions.
Filling Market Gaps
The luxury off-road segment in Australia has room for new players. While established brands like Toyota’s LandCruiser and Ford’s Everest dominate, there’s space for alternatives that offer similar capability at potentially more competitive price points.
What This Means for Australian Car Buyers
The arrival of Jetour could bring several benefits to Australian consumers:
More Choice: Additional options in the luxury off-road segment mean more competitive pricing and features.
Advanced Technology: Chinese brands often pack more technology into their vehicles at lower price points than established competitors.
Value Proposition: If Jetour follows the pricing strategy of other Chinese brands in Australia, buyers could get premium features at mid-range prices.
Challenges Ahead
Brand Recognition
Unlike established names, Jetour will need to build brand awareness and trust from scratch in Australia. This requires significant marketing investment and demonstrating reliability over time.
Service Network
Establishing a comprehensive dealer and service network across Australia’s vast geography presents logistical challenges that the brand will need to address effectively.
Industry Impact
Chery Australia has ambitious plans, aiming to become a top-five automotive company in Australia. With multiple sub-brands including the premium Jaecoo (launching in 2024) and potentially Jetour, they’re building a comprehensive portfolio to compete across different market segments.
The success of Chinese automotive brands in Australia reflects changing consumer attitudes and the quality improvements these manufacturers have achieved. Jetour’s entry could further accelerate this trend, particularly in the growing SUV market.
Frequently Asked Questions
Q: When exactly will Jetour launch in Australia?
A: According to industry reports, Jetour plans to enter the Australian market sometime during 2025, though specific timing hasn’t been confirmed.
Q: Will Jetour vehicles be affordable compared to established brands?
A: While pricing hasn’t been announced, Chinese brands in Australia typically offer competitive pricing with high equipment levels compared to established competitors.
Q: What type of warranty and service support can buyers expect?
A: Specific warranty details haven’t been released yet, but Chinese brands in Australia typically offer competitive warranty periods to build consumer confidence.
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