•Chery has announced plans to transform its sub-brand Jetour into a premium off-road brand on a global scale, raising its market position. According to information reported by Car 新闻 China, the plan, announced through a public announcement, will also involve the restructuring of the brand’s senior executives and aim to elevate Jetour’s market position to “a more globally competitive off-road brand.” This move is part of Chery’s self-described “Globalization 3.0” strategy.
As the name suggests, Globalization 3.0 is the third stage of the group’s global expansion process. While the first stage marked the beginning of exports and the sales network, the second stage involved local production. Naturally, the next step would be to establish a more comprehensive supply chain and expand its presence abroad by launching regional R&D operations. With local sales declining, Chery’s revenue from operations in foreign markets accounted for 69.1% of its total revenue in the first half of 2026.
The surprise success of the Jetour in China and the Middle East has prompted the group to re-evaluate its positioning to better leverage its global sales. While Chery has its premium label, Exeed, its models are focused on the more conventional luxury segments. The elevation of the Jetour will give it a second premium label as well as a brand that is already established in a growing segment – luxury off-road vehicles.
The brand’s latest model, the full-size, chassis-on-frame hybrid SUV, is a perfect stepping stone for this repositioning. It even comes with a pickup body style. The management changes announced in the announcement begin with Jetour being taken over by Li Xueyong, the executive vice president of Chery Automobile.
Jetour’s global success also includes Malaysia. Since its launch here in April 2025, the brand has grown, delivering 5,048 units in 2026. It has even launched local production at the Berjaya Assembly facility in Tampoi district, Johor state.
The current model range includes the following models:
– Starting from RM109,800
– Starting from RM118,800
– Starting from RM129,800
– Starting from RM156,800
– Starting from RM162,800
The G700 mentioned above is set to stand out after the [event] held in June. Due to its premium positioning, the G700 is likely to carry a significant premium over its sibling models, and its estimated price is expected to be around RM250,000.
In addition, Jetour is also planning to make Malaysia a regional hub for export and R&D. To this end, a larger facility for CKD operations is planned to be built at the Chery Smart 自动 Park in Lembah Beringin, Selangor state.
