BEIJING: Jetour International has stepped up its global ambitions at the 2026 Beijing International Automotive Exhibition (Auto China 2026), marking the first time it is presenting both the Jetour and Soueast brands together on a global stage.
The joint showcase signals a more structured direction for the company as it aligns its expanding product lineup with a broader “Travel+” strategy that takes them beyond vehicles into lifestyle, community and sustainability.
Among the models on display are the Jetour T1 i-DM and T2 i-DM which are plug-in hybrid SUVs positioned for light off-road use, alongside the G700, a more premium off-roader aimed at serious enthusiasts.
Also featured is the Soueast S08 DM, which represents the group’s urban-focused offering, as well as several concept models previewing future designs and technologies.
Underpinning these vehicles is Jetour’s electrified hybrid off-road technology matrix, which includes the GAIA Architecture, the C-DM high-efficiency hybrid system and the XWD intelligent four-wheel-drive system.
The setup is designed to balance performance, efficiency and adaptability across varying terrains.
More Defined Brand Roles
The dual-brand presentation reflects a clearer division of roles.
Soueast is focused on urban mobility, while Jetour’s own range is split into two series — the T series for lighter off-road use and the G series for more premium, hardcore off-road applications.
This approach allows the company to cover a wider range of usage scenarios, from daily commuting to more demanding outdoor travel.
From Product To Lifestyle
Jetour says its “Travel+” strategy has evolved into a broader ecosystem that connects vehicles with user communities, cultural initiatives and sustainability efforts.
The company currently has more than 130 Jetour Clubs worldwide, bringing together over 31,000 members.
Customisation programmes for models such as the T1, T2 and G700 are available in more than 30 markets, while over 500 club activities were organised globally in 2025.
As part of its push into cultural collaborations, Jetour is also working with international electronic dance music (EDM) producer Alan Walker at Auto China 2026, blending music and off-road themes in a cross-industry initiative.
Global Growth and ESG Focus
Jetour reported cumulative global sales of over 2.26 million vehicles, with a presence in more than 100 countries and a fan base exceeding 50 million.
Beyond product and branding, the company is also highlighting its environmental, social and governance (ESG) efforts. These include community programmes in countries such as Saudi Arabia, Kazakhstan and Angola, as well as a partnership with the Cheetah Conservation Fund in Africa and one with the Turtle Conservation Society of Malaysia.
With a clearer brand structure, growing electrification efforts and a broader lifestyle proposition, Jetour’s presence at Auto China 2026 points to a company refining its identity as it expands globally.
For Malaysia, the key question remains whether and when these hybrid off-road models will eventually be introduced locally. - Zachary Ho
