Chery Automobile is expanding its presence in Australia with the addition of Jetour, its fourth brand in the country alongside Chery, Omoda Jaecoo, and the upcoming Lepas. Recent job postings on LinkedIn for key positions in Sydney—including product, network, HR, aftersales, and finance leadership—confirm the brand’s imminent launch. This follows IP Australia filings in November 2024 protecting the Jetour name and logo, aligning with earlier reports of a 2025 Australian debut.
Strategic Diversification Within Chery
Jetour is being established as a distinct entity within Chery’s Australian operations. Unlike the shared resources of Chery and Omoda Jaecoo, Jetour will operate independently, suggesting a deliberate strategy to segment market positioning and avoid brand overlap. The exact distribution model remains unclear, but this separation is notable given the industry trend toward consolidating resources among related brands.
Global Reach and Brand Vision
Jetour already operates in over 100 markets worldwide, including Russia, Latin America, Africa, and Southeast Asia. In 2025, the brand delivered over 622,590 vehicles globally. Jetour’s stated ambition is to become “the world’s leading hybrid off-road brand,” a goal reflected in its phased rollout strategy.
- Stage 1.0: Crossover SUVs
- Stage 2.0: Comfortable off-road vehicles (T1, T2)
- Stage 3.0: Professional off-road vehicles (G700, G900, F700)
Shift Toward Rugged Design
Jetour’s product line is evolving from curved crossover SUVs to bolder, boxier designs with increased off-road capability. The T2, for example, bears striking similarities to the Land Rover Defender, particularly the extended seven-seat version.
The T2 offers:
– Turbocharged 1.5-liter or 2.0-liter four-cylinder petrol engines
– A turbocharged 1.5-liter plug-in hybrid (PHEV) powertrain with 447kW and 915Nm
– A 43.24kWh LFP battery delivering 160km of electric range (WLTC)
The T1, a slightly softer-styled counterpart, shares the same platform and engine options. Both models are already manufactured in right-hand drive for markets like South Africa.
Flagship Model: The G700
The G700, Jetour’s largest vehicle, entered production in 2025 and is in development for right-hand drive markets. At 5198mm long, it exceeds the size of even a Toyota LandCruiser 300 Series, seating six across three rows. The G700 features a new body-on-frame architecture and a powerful plug-in hybrid powertrain:
- 2.0-liter turbocharged four-cylinder with dual electric motors
- Two-speed Direct Hybrid Transmission
- 34.13kWh LFP battery (CATL) offering 80–100km electric range
- Combined system output of 665kW and 1135Nm
The G700 also includes advanced features like front and rear differential locks, creep and tank turn modes, air suspension, and a 15.6-inch touchscreen infotainment system. A related ute, the F700, has been previewed in concept form.
Broader Implications for Chery’s Strategy
Jetour’s independent launch underscores Chery’s aggressive expansion strategy in Australia. The company’s acquisition of Soueast in 2024 suggests further brand diversification could be on the horizon, with Soueast also planning right-hand drive market entry, though an Australian launch is not yet confirmed.
The influx of multiple brands from a single manufacturer is not unique, but it highlights the growing competitive landscape in the Australian automotive market. This trend forces automakers to carefully manage brand identity and avoid cannibalization within their own portfolios.
