KATHMANDU: Chinese automaker Chery is planning to reposition its Jetour brand as a high-end off-road vehicle brand as part of its new “Globalization 3.0” strategy.
Chery has established Jetour as a mass-market brand focused on travel-oriented vehicles for both the Chinese and international markets. The brand has delivered more than 1.7 million vehicles in China as of August 2026 and has also gained popularity in overseas markets, particularly in the Middle East.
Under the new strategy, Jetour will move towards the premium segment with a focus on off-road vehicles. Chery’s move will give the company two brands targeting the high-end market, according to Chinese media reports.
Chery already operates Exeed as a premium brand aimed at the conventional luxury segment. Jetour, meanwhile, will focus on premium off-road vehicles.
Jetour has already started moving in this direction with the G700 plug-in hybrid full-size SUV. The body-on-frame SUV measures 5,198 mm in length and produces up to 665 kW, or 892 hp, of peak power. It comes with a 59.45 kWh battery and offers 211 km of electric range under WLTP testing.
As part of the restructuring, Li Xueyong, executive vice president of Chery Automobile, will oversee the Jetour Brand Division. He will also serve as executive deputy chairman of the company’s marketing and sales management committee.
Meanwhile, the core Chery brand will be further integrated into the global market system. Zhang Guibing will be responsible for areas including global styling and design, human resources, legal affairs, the spare-parts ecosystem and robotics technology.
Laxmi MotorHub, part of the Laxmi Group, is the official distributor of Jetour in Nepal.
