Come again? Another new Chinese brand shakes up the market

Come again? Another new Chinese brand shakes up the market

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The South African automotive industry has seen a significant influx of Chinese vehicle manufacturers in recent years. As more affordable and practical vehicle options, many new models are now available to customers nationwide. 

The truth, though, is that these marques have challenged the traditional dominance of well-established brands. In terms of affordability, the local automobile market struggled in the first quarter of 2024, with new car sales falling 5.6% from the same period the previous year. 

Several factors, such as high interest rates, fuel costs, and economic challenges, have created a difficult environment for manufacturers. That said, customers shifted their focus towards more affordable cars, and this has consequently offered a significant opportunity for Chinese manufacturers to flourish locally. 

Wait, what? Another Chinese brand

Jetour, the third subsidiary under the Chery nameplate after the Omoda and Jaecoo brands, is the most recent Chinese vehicle manufacturer to enter the local market. Just in case you were wondering about the name, the brand says it's a blend of 'Jet' and 'Tour', which references the brand's ethos of freedom and adventure.

Launched by Chery Holding Group in 2018, Jetour’s product lineup focusses on SUVs, MPVs, and EVs. It’s also operated independently with its own research and development, manufacturing, sales, and aftersales channels. The brand has sold over 1.2 million vehicles globally across its five product lines, and for the local market, it plans to sell about 2,000 units, with a cumulative sales goal of 30,000 units over the next three years. 

At its brand launch held at the prestige Sandton City rooftop, Jetour revealed its new Dashing and X70 Plus models, which look all set for serious competition in their respective segments, at least in terms of initial impressions.

Dashing

The Dashing is marketed as a competitive midsize SUV that Jetour claims is designed for city life, with an emphasis on style and modern features. In terms of dimensions, it’s 4,590mm long, 1,900mm wide, and has a height of 1,685mm, thus making it slightly larger than the Chery Tiggo 7 Pro. 

At first glance, the Jetour Dashing bears a resemblance to the Lexus NX, particularly when viewed from the rear. However, upon closer inspection, distinctive features such as split-type LED headlights, flush door handles, and chrome detailing on the front fascia reveal its Chinese design influences.

It’s a handsome beaut, if I am honest. This is further complemented by an interior setup that exudes impressive quality similar to that of the Chery Tiggo products, thanks to a dual 10.25-inch infotainment system and instrument cluster premium synthetic leather seats and a range of safety features. 

Available in two trim levels, Momentum and Deluxe, both wield the same 1.5-litre turbocharged petrol engine that also powers other products under the Chery umbrella. The engine generates 115kW and 230Nm, which are sent to the front wheels via a 6-speed DCT gearbox.

The Dashing is priced at R439,900 for the Momentum and R469,900 for the Deluxe. 

“We are on the brink of unveiling something truly extraordinary—an achievement that symbolises our unwavering commitment to pushing boundaries and redefining what is possible in the world of transportation and mobility," says Nic Campbell, Jetour SA Vice President. 

Jetour X70 Plus 

Positioned as a competitive option in the mid- to high-level 7-seater SUV segment, the X70 Plus seeks to cater to families and adventurous consumers. With dimensions of 4,724mm in length, 1,900mm in width, 1,720mm in height, and a wheelbase of 2,710mm, the X70 Plus competes in the same segment as other notable 7-seater SUVs, including the Proton X70, Chery Tiggo 8 Pro, and Mahindra XUV700.

It gets the same 1.5-litre turbocharged petrol engine that powers the Dashing with the same 115kW and 230Nm, plus a 6-speed DCT. 

To answer the big question about which one to buy between the Tiggo 8 Pro and X70 Plus (the Jetour and not the competing Proton), the latter is generally a more affordable option with a starting price of R454,900 for the Momentum and R484,900 for the Deluxe versus the Tiggo 8 Pro’s starting price of R609,900. This aspect can be particularly important for those who are mindful of their budget.

For those on a budget, the X70 Plus is a more economical choice without sacrificing too many essential features. However, if you seek a more powerful engine and premium features, the Tiggo 8 Pro might be worth the extra investment.

Both models are sold with a 5-year/150,000km warranty, a 5-year/60,000km service plan, and a 10-year/1,000,000km engine warranty.

What's in store for local buyers?

As a newcomer, the brand says it has established a comprehensive after-sales service with R100 million parts already stocked at its head office in Midrand. This also includes 40 dealerships already established throughout the country. 

“We’ve proudly partnered with over 40 dealers in key locations across South Africa, bringing together top dealer groups, independent specialists, and local experts. This diverse network ensures that our brand is well-represented and, most importantly, that our customers receive exceptional care and support,” Campbell said.

Future plans

At the event, Jetour shared its future product plan, and one thing is for sure: it promises some serious stuff, including a lifestyle bakkie earmarked for 2027. As for the rapidly approaching 2025 model year rollout, we can look forward to the T2 4x4 SUV and the Dashing Deluxe Pro, while in 2026 the manufacturer plans to introduce the T1 compact SUV and the T5 4x4 brute.

Promising future

The Jetour brand appears poised to significantly disrupt the local market. Jetour, leveraging the success of its parent company, has the potential to emerge as another formidable Chinese competitor.

Also, its strategic partnership with the Cheetah Conservation Fund (CCF) to support wildlife conservation efforts further highlights its commitment to sustainable practices and social responsibility, which could resonate well with SA consumers.

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