JETOUR chose Auto China 2026 as the stage to formally introduce its “Travel⁺” strategy, framing it as a defining step in how the brand envisions the future of mobility.
JETOUR and SOUEAST made their first joint appearance, showcasing a full-scenario product matrix and hardcore hybrid off-road technologies, comprehensively presenting their achievements in global operations.
That thinking is reflected in a newly unified product matrix that merges JETOUR and SOUEAST lineups for the first time. The structure is strategic: the T Series remains focused on light off-road capability, the G Series pushes into premium off-road territory, and SOUEAST anchors urban mobility. Together, they map out a continuum—from city commuting to remote exploration—under a single strategic umbrella.
The lineup itself is expansive. It includes the SOUEAST S08 DM and concept S10; the JETOUR T Series models T1, T2, and T2 i-DM, along with the concept TX; and the G Series, led by the G700 all-terrain premium hybrid off-road SUV. Also in the pipeline are the customized G700, the upcoming high-end hybrid pickup F700, and the concept G600. Underpinning these vehicles are technologies such as the GAIA Architecture, the C-DM high-efficiency hybrid system, and XWD intelligent four-wheel drive—demonstrating the brand’s commitment to hybrid off-road performance.
“The automotive industry has long defined vehicles by performance metrics and technical specifications. But today, users are redefining vehicles through their lifestyles. For us, ‘Travel⁺’ is not simply a combination of scenarios, but an integrated ecosystem that links products, services, and content to users’ journeys,” said Ke Chuandeng, President of JETOUR International.
One of the highlights of the show was brand ambassador and world-famous EDM producer Alan Walker introducing a customized JETOUR T2 and drawing a parallel between music and movement.
“Every time I travel to a new place, I rediscover the world and myself. I’ve always believed that music and travel share a common spirit. Both are journeys of exploring the unknown self and pursuing freedom,” said Walker.
It’s an idea that aligns neatly with the brand’s attempt to frame driving as something experiential rather than purely functional.
At the G Series booth, world-renowned design master Paula Scher offered a design perspective, unveiling the “Ridge of Steel” visual language inspired by the Himalayas—an approach meant to communicate both strength and refinement.
“When I first saw the car, the G700 wins on presence. Drawing inspiration from the Himalayas—the dramatic peaks and the majesty of nature—the design reflects a spirit of ambition and challenge. The ‘Ridge of Steel’ concept captures these qualities perfectly. It is highly recognizable and memorable. The dichotomy of the interior is strikingly luxurious, while the exterior is powerful with sleek lines. Inside, it feels almost like a limousine. Suddenly, you find yourself in an exquisite environment while navigating an incredibly rugged road.”
Beyond the stagecraft, the company’s global ambitions are already well underway. JETOUR reports cumulative worldwide sales exceeding 2.26 million vehicles, with a presence in 100 countries and more than 2,000 sales and service outlets. SOUEAST has entered 48 markets, gaining traction in regions such as Egypt.
Looking ahead, JETOUR will continue to advance its “Travel⁺” strategy, deepening its presence in global markets with a more open and collaborative approach while expanding a more comprehensive product matrix—shaping the next chapter of its global growth.